Why Selling Packages in Healthcare WON'T Work (and when they will)

Aug 06, 2025

'The best way to get your patients to spend more is to offer packages,' said some business guru who has never run a health business. 

I've consulted with multiple practises that have package offers but they fail to sell them. Not only can't they sell them, but their TEAMS refuse to sell them. 

There is a very clear reason for this, and it circles back to something very important.

Intent. 

A package deal should be created from a certain intent. The intent drives the rationale behind the package and your ability to sell it. 

Let me start with an ineffective intent. 

Money. 

If you created your packages for the sake of increasing revenue for your clinic, it will never work long term. 

Why?

Because a business generally makes money when you solve problems for the customer/patient. 

A package / membership offer should be constructed to solve a particular problem for a particular patient. 

It should NOT be created to solve your own problem of revenue increases. 

In this blog, I'll show you why your package or membership offers must match a problem for the client to be effective.

If you want to watch the video version, click below! If not, continue reading.

Packages

First off, intent behind your offer is king. In the case of packages, something like a 3, 6, or 10 pack - the pricing of the offer aims to address this problem.

'I need to commit to a series of sessions, so is there a way I can save money if I'm coming so much?'

Or it could be...

'I know I'm going to have a very long course of rehab, so is there a way for me to purchase in bulk to be more cost effective?'

In the case of physiotherapy, chiropractic, or osteopathy, why would someone need to come for a series of sessions? 

What injuries would warrant such an offer?

Off the top of your head, I'm sure you thought of chronic pain, post-surgical rehab (like ACL rehab) or high priority cases like elite athletes. 

These people are already bought in to the idea of multiple sessions - the packages aim to solve a problem within multiple sessions, which is being friendlier on their budget. 

The counter argument to this might be; 'well if they're already bought in, why would I offer a package if it might cut into my revenue?' 

Good point.

And the rebuttal to the rebuttal is this - perhaps your patient is only able to commit financially WITH some help, like a $10 saving per session over 10 sessions. Yes, you still might 'lose revenue' if they were going to commit to the same sessions anyway, so this circles back to your intent.

Did you create the package with the intent of making more money, or was it to solve a genuine problem? 

Another aspect to consider is why you pick certain numbers for the packages. Usually I can tell how much thought has been put into packages by the amount of sessions offered.

For example - if I see a 6-pack, I surmise that this is a weekly visit for 6 weeks which is most, low contact care for physio practices.

If I see a 10 pack, I'm not really sure how this plays out, because if you see someone 2x/week for the acute stage for 3 weeks, that's 6 sessions, then is it... 1x/week for the next 4 weeks? Is that enough for a complete rehab process?

What about something a bit strange like a 12 pack? So twice a week for the first 2 weeks, leaving 8 sessions remaining. Perhaps then it's once a week for 8 weeks after the acute phase? 

Do you see what I mean? Your pack numbers should clinically reflect how you like to organise most of your treatments. 

But what happens if the patient doesn't fit the pack? Or they're more complex?

If a patient doesn't fit the pack - don't pitch it. It's that simple. Because then you're moving into unethical territory. 

If a patient requires more than what you have, then it's a good idea to just purchase the highest pack available and privately workout something else as it's a difficult case to configure.

My point is, your packs should have clinical reasoning AND be patient centred. 

A 6 pack could work for someone who can only commit 1x/week and you need to see them for 6 weeks for an acute to discharge care.

An 8 pack could work if you believe someone should come in 2x/week for the first two weeks, followed by weekly until discharge. 

Alternatively, if you have a complex, long rehab process like a rotator cuff repair, you might need a 20-30 pack. The rationale might be, 2x/week for the first 6 weeks to maximise passive range, before downgrading to once a week as the patient moves toward active, self-management rehab. 

But what if the patient recovers faster and doesn't need to use the remaining sessions?

In this case, it's about how you frame the remainder sessions. If you pitched a something pretty accurate, like a 6 pack for an acute cuff tendinopathy, then you might get to almost full recovery by session 4 or 5 if it's 1x/week management. That leaves you with one session left. The great thing about rehabilitation is that it's completely feasible to continue progressively loading their shoulder for the next two sessions. 

So circle back to your intent when you create your packages. What problem does each package solve for your patient? 

Memberships

Now memberships are a little bit different. Unlike packages which are use as you go, memberships suggest a level of frequency and access. For example, for a weekly fee of $150/week, a patient might get 2x/week of physio, and unlimited program support. 

In my experience, it's actually quite hard to monitor levels of memberships unless you have a tracking system in place. If you try to do it manually, people (without knowing) will come more than they've paid for, or if there's a week where they don't make it in, they'll want to 'refund' that week because they didn't come. Without a strong tracking system, memberships can be an administrative nightmare. 

But that's besides the point. There is a place for memberships and the intent behind them is distinctly different from pre-paid packages. For one, a membership includes use features beyond just the traditional consult. It might include gym access, class access, online chat and video support. These are all features that have a time continuity that session packages simply do not have. 

And so the intent behind memberships is for high level support where your patient will need to come in regularly, may not need practitioner treatment frequently, but may still need video and/or chat support. Imagine it like a weekly fee to get all access to what they need, at a certain time. 

So clinically, a membership works best for patients who need frequency of support, but may not necessarily need to see someone in person. For example, someone who is rehabilitating an ACL may need to visit the gym everyday, may need to video/text their physio every 2nd day or so, but only needs to be clinically reviewed every 3-4 days. 

Another example we could use is someone with chronic lower back pain. They'll most likely benefit from going to the gym 3-4x/week at your clinic than seeing the physio 3-4x/week. Instead, they could use a clinical review once a week, the gym 3-4x/week, and perhaps some chat support every now and then. 

So when it comes to memberships, think broad features versus singular sessions. 

Whichever structure you decide to use is up to you or your clinic, however by deeply understanding the intent behind each package or membership, you'll understand who it's designed for (remember, it's not for everyone!). 

The Bottom Line

Sessions packages/packs and memberships are not inherently unethical if they are designed and PITCHED well.

Design them well by creating packages and memberships well such that there's a specific PROBLEM they're solving for the patient. Never create a package or membership that doesn't have a strong clinical rationale.

Pitch them to the RIGHT person. If someone comes up with a very minor issue that you know will resolve in two sessions... do NOT pitch them a membership or pack because they don't need it. There's no problem to solve. This is the crux of your ethical compass. 

Lastly, don't be shy about packages and memberships. Remember, they're designed to help the patient. So at the very least, show them how it's designed to help and give them the chance to say yes. 

Helping you connect,
Phil

 

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