SOP 2 · Module 1, Your entry offer
Your entry offer
What this is for
The entry offer is the thing a stranger says yes to on their phone. It is not your best service. It is your easiest yes. Get this right and everything downstream gets easier.
The four decisions
1. Pick your screening
Three that work:
- The heart scan. This is the calcium score. One thing, not two.
- The lung scan.
- Heart and lung together.
A good entry screening is fast to deliver, cheap for you to run, and leads naturally to a bigger conversation. A calcium score leads to a full cardiac package. That is the point.
What does not work: anything that needs contrast, prep, or a referral. Friction kills the yes.
2. Make it a couples scan
Sell it for two. Always. This is the single biggest lever in the system.
The upgrade decision is a household decision. If one person is in the room, the answer is "I need to talk to my spouse." If both are in the room, that objection never gets said. It also doubles the scans per booking and halves your cost per patient.
Word it "Couples heart scan" or "Heart scan for two." Partner, parent, adult child, friend all count. Do not police it.
3. Pick your price
$49 to $99 for two. Inside that range, pick what feels right for your market.
- Higher in the range: fewer, better leads.
- Lower in the range: more volume.
- Free: a flood of leads, and the quality is hit or miss. Only go free if someone's whole job is sorting them.
The price is not where you make money. The upgrade is. The price just has to be an easy yes.
4. Set your deposit
The deposit is what makes them show up. Not the reminders. The deposit.
- $25 on a lower-priced offer.
- $50 on a higher one.
- Always credited toward the visit.
They pay it when they pick the time, on the same screen. If they will not put $25 down, they were not coming. Do not skip this to "make it easier." Easier to book means easier to no-show.
Write the offer (the template)
Fill in every bracket. Read it out loud once.
Headline: [Couples heart scan], $[79] for two.
What you get: - A [calcium score] scan for each of you - A 15-minute sit-down with our [wellness consultant] before the scan - Results reviewed by a radiologist, sent to you [the next day]
The deposit line: Hold your spots with a $[25] deposit. It is credited toward your visit.
Thank-you screen (after they submit the form): Watch your phone. A text with your booking link is on its way.
Done when
All four decisions are written down and the template is filled in.