How to Sell Treatment Packages and Subscriptions in Your Clinic
TL;DR — Key Takeaways:
- Clinics with subscription packages experience 35% less revenue volatility and 28% higher patient lifetime value
- The three proven models: session bundles, monthly subscriptions, and membership programs
- A 10-20% volume discount is standard — large enough to motivate, small enough to protect margins
- A physiotherapy clinic with 30% package adoption can see a 31% revenue increase without acquiring a single new patient
- Subscription patients spend 60-80% more over 12 months than ad-hoc patients
- Start with one package type for your most popular service, measure for 90 days, then expand
Table of Contents
Why the Subscription Model Works in Healthcare
The traditional clinic revenue model is simple: a patient books an appointment, receives a service, and pays. Then you hope they come back.
This visit-by-visit approach creates a fundamental problem: unpredictable revenue. One month your schedule is full, the next it's half-empty. You can't plan staffing, investment, or growth because you never know what next month's income will look like.
Subscription packages solve this problem. A 2025 McKinsey report on healthcare business models found that clinics offering subscription or membership options experienced 35% less revenue volatility and 28% higher patient lifetime value compared to purely fee-for-service practices.
⚡ Key Insight: The subscription model isn't new — gyms, software companies, and streaming services have proven it works. But clinics have been slow to adopt it, often because they lack the tools to manage it effectively. That's changing rapidly.
Benefits for the Clinic
| Benefit | Impact | Why It Matters |
| Predictable revenue | Forecast monthly income accurately | Confident hiring, equipment, and expansion decisions |
| Higher patient retention | Patients complete full treatment courses | Pre-commitment creates psychological momentum |
| Increased lifetime value | 60-80% more spend over 12 months | Deeper engagement with existing patients |
| Reduced acquisition cost/visit | One acquisition, multiple visits | $600 package vs. single $80 session — same acquisition cost |
| Better clinical outcomes | Patients follow through on treatment plans | Business incentives align with clinical best practices |
Predictable revenue: When 40% of your patients are on subscription packages, you can forecast monthly revenue with far greater accuracy. This predictability enables confident decisions about hiring, equipment purchases, and expansion.
Higher patient retention: A patient who commits to a 10-session package is far more likely to complete all 10 sessions — and renew — than a patient booking one session at a time. The pre-commitment creates psychological momentum.
Increased lifetime value: Subscription patients spend more over their relationship with your clinic. Data from healthcare consulting firm Advisory Board shows that patients on treatment plans spend 60-80% more over 12 months than ad-hoc patients.
Reduced acquisition cost per visit: You acquire the patient once but earn revenue across multiple visits. The cost of acquiring a patient who books a $600 package is the same as acquiring one who books a single $80 session — but the return is dramatically different.
Better clinical outcomes: This benefit matters beyond the business case. Patients who commit to a full treatment course typically achieve better outcomes than those who drop off after two or three visits. Subscription models align business incentives with clinical best practices.
Benefits for the Patient
| Benefit | How It Helps |
| Cost savings | Packages priced below sum of individual sessions |
| Health commitment | Prepaying creates accountability for treatment plans |
| Simplified budgeting | Monthly subscription easier than unpredictable per-visit costs |
| Priority and perks | Priority booking, extended sessions, complementary add-ons |
💡 Pro Tip: When presenting packages to patients, lead with the health benefits (commitment to treatment, better outcomes) rather than the financial savings. Patients respond more strongly to "this will help you get better" than "this will save you money."
Types of Packages and Subscriptions
There's no one-size-fits-all model. The right approach depends on your specialty, patient demographics, and service mix. Here are the three most common models.
Model 1: Session Bundles
The simplest package model. Patients purchase a set number of sessions upfront at a discounted rate.
| Package Size | Discount | Effective Price (at $100/session) | Patient Saves |
| 5 sessions | 10% off | $450 (was $500) | $50 |
| 10 sessions | 15% off | $850 (was $1,000) | $150 |
| 20 sessions | 20% off | $1,600 (was $2,000) | $400 |
Best for: Clinics where treatment plans have a defined number of sessions — physiotherapy, chiropractic care, acupuncture, massage therapy.
Pricing strategy: The discount should be meaningful enough to motivate the purchase but not so deep that it undermines your margins. A 10-20% discount on volume purchases is standard in the industry.
⚠️ Warning: Set a reasonable expiration window (e.g., 6 months for a 10-session package). This creates mild urgency to use the sessions while being fair to the patient. Make the expiration policy crystal clear at the time of purchase — ambiguity here leads to disputes and bad reviews.
Model 2: Monthly Subscriptions
Patients pay a fixed monthly fee for a defined set of services. This is the Netflix model applied to healthcare.
| Tier | Price | Includes | Best For |
| Basic | $99/month | 2 sessions/month, online booking, health resources | Maintenance patients |
| Standard | $179/month | 4 sessions/month, priority booking, 1 complimentary add-on | Active treatment patients |
| Premium | $299/month | Unlimited sessions, priority booking, all add-ons, quarterly assessment | Intensive care patients |
Best for: Clinics with services patients use regularly and ongoing care models — wellness clinics, mental health practices, ongoing rehabilitation.
Key considerations:
- Unused sessions: Decide whether unused monthly sessions roll over. Most clinics cap rollover at one month to avoid liability accumulation.
- Cancellation terms: Require a minimum commitment (typically 3 months) to ensure you recover acquisition costs. After the minimum period, allow month-to-month cancellation with 30 days' notice.
- Pause option: Life happens. Allowing patients to pause their subscription for one month per year (rather than cancelling) dramatically improves long-term retention.
💡 Pro Tip: The pause option is a retention secret weapon. Clinics that offer a "freeze" option see 40-50% fewer cancellations than those with rigid "cancel or keep paying" policies. One pause per year costs you very little but saves significant churn.
Model 3: Membership Programs
Memberships differ from subscriptions in that they focus on access and perks rather than a specific number of sessions.
Example structure:
| Feature | Annual Membership ($500/year) |
| Service discount | 15% off all services |
| Priority booking | 48-hour early access to new slots |
| Annual assessment | 1 complimentary health assessment |
| Exclusive events | Member-only workshops and seminars |
| Cancellation fees | Waived (within policy) |
Best for: Clinics with a broad service menu where patients use multiple services — integrative health clinics, multi-disciplinary practices, wellness centres.
⚡ Key Insight: Memberships work because they create a sense of belonging. Members feel like insiders, which strengthens their emotional connection to your clinic and increases switching costs. This psychological effect is why gym memberships have such high retention — even when members don't go often.
How to Price Your Packages
Pricing is where most clinics overthink and underexecute. Here's a straightforward framework.
Step 1: Know Your Unit Economics
Before creating packages, understand your per-session economics:
| Cost Component | Example ($100 session) |
| Practitioner compensation | $35 |
| Consumables | $3 |
| Room cost allocation | $7 |
| Direct cost subtotal | $45 |
| Overhead (rent, admin, software) | $15 |
| Total cost per session | $60 |
| Contribution margin | $40 (40%) |
If your average session generates a 55% contribution margin at $100, your direct and overhead costs are $45. Any package price above $45 per session is profitable.
Step 2: Set the Discount Strategically
Your package discount should be large enough to motivate purchase but small enough to protect margins. Use this framework:
| Package Type | Recommended Discount | Rationale |
| 5-session bundle | 10% | Effectively giving away half a session |
| 10-session bundle | 15% | Giving away 1.5 sessions |
| Monthly subscription | 20-25% | Recurring commitment justifies deeper discount |
| Annual membership | 15-20% (on services) | Volume + loyalty justifies discount |
Step 3: Test and Iterate
Launch with two or three package options. Track uptake rates, completion rates, and renewal rates for 90 days. Then adjust pricing, structure, and terms based on real data.
Common adjustments:
| Signal | What It Means | What to Do |
| Uptake too low | Discount isn't compelling or promotion is weak | Increase discount or improve promotion |
| High uptake, low renewals | Patients cherry-picking the discount | Adjust terms or add renewal incentive |
| Low completion rates | Too many sessions or expiry too tight | Reduce package size or extend expiry window |
💡 Pro Tip: Don't overthink the launch pricing. Start conservative (smaller discount, shorter packages) and adjust upward based on data. It's much easier to make packages more generous than to take away benefits patients already expect.
Creating great packages is half the battle. Promoting them is the other half.
At the Point of Care
The most effective time to sell a package is during or immediately after an appointment, when the patient has just experienced the value of your service.
Train practitioners to make natural recommendations: "Based on your condition, I'd recommend a course of six sessions over the next two months. We offer a 6-session package that saves you 15% — would you like me to set that up?"
⚡ Key Insight: This isn't a hard sell. It's a clinical recommendation paired with a financial benefit. When the recommendation comes from the practitioner (not the front desk), conversion rates are 3-4x higher.
Through Your Communication Channels
Use your email and WhatsApp campaigns to promote packages to relevant segments:
| Patient Segment | Message Strategy | Timing |
| New patients | Introductory package info | After first visit |
| Frequent visitors | Show them the savings math | After 3rd individual visit |
| Lapsed patients | Discounted re-engagement package | 90+ days inactive |
On Your Booking Portal
Display package options prominently on your online booking portal. When a patient selects a service, show the package option alongside the single-session price with the savings clearly highlighted.
Social Media and Google Posts
Share patient testimonials about package experiences (with consent). "I committed to the 10-session wellness package and it changed my approach to health care" is more compelling than any promotional copy you could write.
Managing Packages Operationally
Selling packages creates operational requirements that your clinic management system needs to handle.
Session Tracking
For each patient with an active package, your system must track:
- [ ] Total sessions purchased
- [ ] Sessions used
- [ ] Sessions remaining
- [ ] Expiration date
- [ ] Which services are included
This information should be visible to the front desk at the time of booking and to the patient through their profile or a patient portal.
Payment Processing
Packages require flexible payment handling:
| Payment Model | How It Works | Best For |
| Upfront payment | Full package price charged at purchase | Session bundles |
| Split payment | Price divided into 2-3 instalments | Higher-value packages |
| Monthly subscription | Automatic recurring charges | Monthly subscription model |
Your payment system should support all three models and handle common scenarios like failed payments, refunds for unused sessions, and subscription cancellations.
Revenue Recognition
⚠️ Warning: From an accounting perspective, prepaid packages create deferred revenue. When a patient pays $500 for a 10-session package, you haven't earned that revenue until the sessions are delivered. Your financial reporting should reflect this accurately. Consult your accountant to ensure proper revenue recognition.
Phonix's subscription and packages feature handles session tracking, automated billing, and package management natively — so you don't need separate systems for selling, tracking, and billing packages.
Common Mistakes to Avoid
Mistake 1: Too Many Options
Offering ten different packages creates decision paralysis. Stick to three to four clearly differentiated options. The classic "good-better-best" tiering works well because it gives patients a sense of choice without overwhelming them.
Mistake 2: Hiding the Value
Patients need to understand exactly what they're getting and how much they're saving. Present the math clearly:
| Individual Sessions | 10-Session Package | You Save |
| Price | $100 x 10 = $1,000 | $850 | $150 |
Mistake 3: No Renewal Strategy
Don't wait until a package expires to discuss renewal. When a patient reaches their seventh session out of ten, the practitioner or front desk should proactively discuss renewal options.
💡 Pro Tip: Set up automated reminders at the 70% usage mark. This gives patients time to decide without feeling pressured and ensures the conversation happens naturally during an existing visit.
Mistake 4: Rigid Terms
Life is unpredictable. A patient who buys a package and then gets injured, goes on vacation, or experiences financial hardship needs flexible options — pause, extend, or transfer. Rigid "no refund, no extension" policies damage trust and generate negative word-of-mouth.
Mistake 5: Not Tracking the Data
If you can't answer these questions, you're flying blind:
- [ ] What percentage of patients purchase packages vs. individual sessions?
- [ ] What's the average completion rate for each package type?
- [ ] What's the renewal rate?
- [ ] How does package patient lifetime value compare to non-package patients?
Track these metrics monthly and use them to refine your offerings.
The Revenue Impact: A Real-World Scenario
Consider a physiotherapy clinic with 500 active patients and an average session price of $95.
| Metric | Without Packages | With Packages (30% adoption) |
| Package patients | 0 | 150 |
| Individual patients | 500 | 350 |
| Avg visits/year (individual) | 4.2 | 4.2 |
| Package price (10 sessions, 15% off) | — | $807.50 |
| Avg sessions completed (package) | — | 8.5 |
| Package revenue | $0 | $121,125 |
| Individual revenue | $199,500 | $139,650 |
| Total annual revenue | $199,500 | $260,775 |
| Revenue increase | — | +31% (+$61,275) |
⚡ Key Insight: That's a 31% revenue increase — driven not by new patient acquisition but by deeper engagement with existing patients. The per-session revenue is slightly lower due to the discount, but the volume increase more than compensates. Factor in the reduced marketing cost (retained patients require no acquisition spend) and the improved clinical outcomes, and the case for packages becomes overwhelming.
Package Model Comparison Table
| Feature | Session Bundles | Monthly Subscriptions | Membership Programs |
| Payment | Upfront or split | Recurring monthly | Annual fee |
| Best for | Defined treatment plans | Ongoing regular care | Multi-service clinics |
| Typical discount | 10-20% | 20-25% | 15-20% on services |
| Revenue predictability | Medium (one-time) | High (recurring) | Medium-High (annual) |
| Patient commitment | Moderate | High | Moderate |
| Operational complexity | Low | Medium | Medium |
| Renewal friction | Medium | Low (auto-renew) | Medium (annual decision) |
| Ideal clinic size | Any | 3+ practitioners | Multi-disciplinary |
Implementation Checklist
Phase 1: Foundation (Week 1-2)
- [ ] Calculate your per-session unit economics (direct cost, overhead, margin)
- [ ] Choose one package model to start with
- [ ] Design 2-3 package tiers for your most popular service
- [ ] Set pricing using the discount framework (10-20%)
- [ ] Define terms: expiration, cancellation, pause, refund policies
- [ ] Set up your clinic management system to track packages
Phase 2: Launch (Week 3-4)
- [ ] Train practitioners on natural package recommendations
- [ ] Create package information for your booking portal
- [ ] Design email/WhatsApp campaign for existing patients
- [ ] Update your intake process to mention package options
- [ ] Set up payment processing for chosen payment model
- [ ] Send targeted campaigns to frequent visitors showing savings math
- [ ] Display package options on your online booking portal
- [ ] Add package info to post-visit follow-up messages
- [ ] Create social media posts about package benefits
Phase 4: Optimize (Month 3+)
- [ ] Review uptake, completion, and renewal rates
- [ ] Adjust pricing or terms based on data
- [ ] Set up automated renewal reminders at 70% usage
- [ ] Survey package patients for feedback
- [ ] Consider adding a second package model based on learnings
Getting Started
You don't need to overhaul your entire business model overnight. Start with one package type that fits your most popular service. Promote it for 90 days. Measure the results. Then expand based on what you learn.
The clinics that succeed with subscription models share one trait: they use software that makes packages easy to create, sell, track, and manage. Trying to run a subscription model on spreadsheets and manual tracking is a recipe for administrative chaos and patient frustration.
⚡ Key Insight: The right clinic management platform turns packages from an operational headache into a growth engine — automating billing, tracking sessions, sending renewal reminders, and giving you the data to continuously optimize your offerings.
FAQ
What's the best package model for a small clinic just starting out?
Session bundles are the simplest starting point. They require minimal operational complexity — no recurring billing, no rollover tracking. Start with a 5-session and 10-session bundle for your most popular service, run it for 90 days, and expand based on results.
How much discount should I offer on packages?
The industry standard is 10-20%. A 10% discount on a 5-session bundle and 15% on a 10-session bundle strikes the right balance between motivation and margin protection. Never discount more than 25% — it signals desperation and erodes your brand.
Should package sessions expire?
Yes. Set a reasonable expiration window (6 months for a 10-session package, 12 months for a 20-session package). Expiration creates urgency to use the sessions and prevents indefinite liabilities on your books. Always make the policy clear at purchase.
How do I handle refunds for unused sessions?
Offer prorated refunds for unused sessions at the individual session rate (not the discounted package rate). This means the patient pays full price for sessions used, and gets refunded the remainder. This protects your margins while being fair to the patient.
What percentage of patients will buy packages?
Expect 15-25% adoption in the first 6 months with active promotion, growing to 30-40% as your team gets better at recommending packages and patients see the value. The key driver is practitioner recommendations at the point of care.
Can I offer packages for all services or just some?
Start with 1-2 of your most popular services where patients typically need multiple sessions. Expand to other services once you've validated the model. Offering packages for every service from day one creates confusion and operational complexity.
How do subscriptions work with insurance billing?
This depends on your province and insurer. In most cases, each session within a package is billed individually to insurance, and the patient pays the package price to your clinic. Consult with your billing specialist to ensure compliance with your specific insurer requirements.
What software do I need to manage packages?
At minimum, you need a system that tracks session counts per patient, handles recurring payments (for subscriptions), sends automated renewal reminders, and reports on package metrics. Spreadsheets work for 5-10 package patients but break down quickly beyond that.
Phonix is AI-powered clinic management software built for Canadian clinics. Start free today.
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