Opaline helps aesthetic practices attract, qualify, and convert more patients through intelligent skin assessments, smart intake, and automated follow-up.
The Marketing Pyramid of Greatness describes the six layers a practice already invests in, from the website foundation up to memberships. Most practices work every layer and convert only the bottom of it. Opaline puts the same front door on all six — one assessment, one tracked link per channel, one Leads Dashboard — so a visitor arriving from a Google review, an Instagram story, or an event seat lands in the same qualified pipeline.
This playbook covers how to run each layer, how to work the leads it produces, and where a solo provider should run the play differently than a multi-provider clinic.
Results from a practice running this play
Luxe Posh, a solo-provider practice based in San Ramon, CA, ran the full pyramid in their first three months on Opaline.
Metric | Result |
Lead-to-patient conversion | 30–50% within 3 months |
New bookings from organic traffic | 34 in 3 months |
Projected lifetime revenue from that cohort | $47.6k |
Projected return | 53× |
The pyramid, layer by layer
Opaline optimizes every layer of the Marketing Pyramid of Greatness, from the website foundation to memberships at the Top. Work the layers from the bottom up. The foundation has to convert before the layers above it are worth feeding.
Layer | What Opaline does there | Best practice |
Website | Your digital front door becomes a patient acquisition engine: AI skin assessment, smart intake, and treatment matching. | Four placements: homepage hero, a pop-up, every service page, and the contact page. See {{Place your assessment on your website}} |
GMB & reviews | Converts local search traffic into leads instead of losing it, by giving searchers a clear next step the moment they arrive. | Put your assessment link in your Google Business Profile booking field and in your review replies. Local search is the highest-intent traffic you get for free. |
Email / text | Patient reactivation. Skin concerns change every 3–6 months, so sequences bring past patients back at the right moment. | Send Tuesday, Wednesday, or Thursday, 9–11am local. See {{Reactivate lapsed patients}} |
Social | Social is where discovery happens. An AI skin assessment gives that audience a reason to click and turns scrolling into booked consults. | Social link in your bio, a CTA in every caption, and results reposted to Stories as social proof. See {{Run a two-day Instagram launch campaign}} |
Events | Fills event seats with pre-qualified attendees who have already shared their concerns and treatment interests. | Gate RSVPs behind the assessment. See {{Use your assessment for events}} |
Memberships | The top of the lifetime value curve. Personalized follow-up keeps patients engaged between visits and turns one-time treatments into recurring revenue. | Re-run the assessment at each membership touchpoint. A changed result is the reason for the next appointment. |
Each channel has its own tracked UTM link in your Opaline admin. Use them — your Website, Social, and Print links are what tell you which layer of the pyramid is actually producing patients. See {{Share a quiz link}}.
Work the leads
Every completed assessment appears in your Leads Dashboard with a 1–100 AI lead score, treatment matches generated from the patient’s answers, their stated timeline, and their concerns and motivation. Speed of response is the single biggest lever on conversion — ASAP leads should be contacted within the hour.
Priority → Action
Priority | Action |
ASAP | Text or call within 1 hour — they clicked Book or Chat |
Soon | Follow up within 24 hours |
Warm | Follow up within 24 hours — interested, needs a nudge |
Nurture | Add to monthly marketing — they'll convert later |
Follow-up cadence
Timing | Action |
≤ 24 hrs | Nori-generated text referencing their quiz results |
3–5 days | Friendly follow-up with a current special or incentive |
7–10 days | Share availability and a direct booking link |
14 days + | Move to nurture: social, text campaigns, seasonal promos |
To learn more about managing leads with Opaline, check out these articles:
{{Understand your Leads Dashboard}} — What each column tells you
{{How lead score works}} — Priority levels and response times
{{Use Nori AI to follow up with leads}} — The full follow-up cadence
The pre-loaded consult
The Opaline assessment answers the four questions every injectables patient actually has before they book.
Am I a candidate?
What will this look like on me?
How much downtime?
Can I trust this injector?
Read their stated concerns and motivation in the dashboard before they walk in, and open the consult with what they told you. That is the difference between a consultation and a sales pitch, and it is why leads arrive pre-educated instead of cold.
Verify every service you offer is activated in your admin so each patient’s result reflects your actual menu. A result that does not include treatments you offer, costs you booking opportunity and visibility. See {{Manage treatments}}.
Launch a layer
Your existing patients and community are your highest-value launch asset. Three channels, run in the same week: text reactivation, in-person and print, and a two-day Instagram campaign.
Channel 1: text reactivation
Your patient list is your most valuable database. A well-timed text on launch day drives same-week bookings. Send twice: launch morning, then the same evening or the next morning.
For templates and send timing, check out {{Launch with a text reactivation campaign}}.
Channel 2: in-person and print
A QR code at check-in and checkout, a table tent in every treatment room, and a card in every purchase. Print 250–500 matte 4×6 or 5×7 postcards. Pro tip: gloss scans poorly so skip this when deciding on prints.
For placements, drop locations, and templates, check out {{Promote your assessment in person and in print}}.
Channel 3: Instagram, two days
Day 1 is a "guess the skin age" feed post, filmed casually in the treatment room. Day 2 is the reveal post plus a four-frame Story sequence ending in a link sticker.
For scripts, captions, and templates, check out {{Run a two-day Instagram launch campaign}}:
Interested in a full onboarding guide? Learn how to set up and launch your new Opaline quiz. Check out {{Start here: your Opaline onboarding guide}}.
Events, reactivation, and lifetime value
The two layers that pay back the most are the two most practices under-run. Both are about the same thing: the value of a patient is not the appointment, it is the decade.
To learn more, check out {{Understand patient lifetime value}} — The formula, a worked example, and the four levers you can pull.
Run your own numbers once, on paper. Most practices are surprised: the patient they priced at $550 is a $6,600 relationship, which changes what a no-show costs, what a discount costs, and how much a reactivation text is worth. It also reframes the whole pyramid — acquisition buys you the first visit, retention buys the other eleven.
Lever | How You Pull It | Effect On The Example |
Visit value | Assessment results present a treatment plan, so the consult is about a sequence rather than a single area. | $550 → $700 adds $1,800 |
Visits per year | Reactivation sequences timed to the 3–6 month concern cycle, plus an event invitation between maintenance visits. | 3 → 4 adds $2,200 |
Years retained | Memberships, and re-running the assessment at each touchpoint so there is always a stated next step. | 4 → 6 adds $3,300 |
Lapse rate | Nurture leads and lapsed patients on the same monthly cadence instead of writing them off. | Every recovered patient is a full $6,600 |
Learn how to ensure your events are the fastest path from stranger to member with our article {{Use your assessment for events}}.
Where solo and clinic diverge
The platform and the pyramid are the same for both. Four things change with the size of the practice — who works the leads, which layer to start with, how the consult handoff works, and how you measure it.
To learn more, check out {{Work leads as a solo provider or a multi-provider clinic}}.
The one thing to take away
Do not add a seventh layer to the pyramid. Convert the six you are already running.
The website, the reviews, the patient list, the Instagram audience, the event seats, and the memberships already exist and are already paid for. Each one produces people who are curious and leave without a next step. One assessment, placed on all six with a tracked link each, is what turns that curiosity into a named lead with stated concerns, a timeline, and a treatment match — and turns the consult into a conversation that starts where the patient already is.