TLDR: AbbVie/Allergan’s upcoming changes to the Allē rewards program, effective September 30, 2024. These changes will limit how points can be redeemed and present multiple concerns regarding provider autonomy and its impact on the provider-patient relationship. At Beauty FX, we will be changing our level of participation in the Allē program, which is outlined below.
In response, we will also be launching a new Beauty FX membership program in the coming weeks that will offer additional ways to save on our services, ensuring that your care remains personalized and provider-driven.
Changes to Allē: What Providers and Patients Need to Know
AbbVie, the parent company of Allergan (makers of Botox and Juvéderm), recently announced updates to its Allē rewards program. These changes have sparked discussions within the aesthetics community, as providers evaluate how the program’s new structure affects both their practices and their patients.
What Is Allē?
Allē was originally designed to enhance patient loyalty, benefiting both providers and patients. Through this rewards program, patients accumulated points for a range of purchases, including Allergan and non-Allergan treatments, as well as skincare products. These points could then be redeemed as discounts on future Allergan treatments, such as Botox or fillers. Providers would receive direct reimbursement for the redeemed points, fostering patient retention without incurring financial loss.
For example, after a Botox treatment, a patient might earn 200 points, which could be used for $20 off their next treatment. This system helped patients save money, kept providers’ clientele returning, and promoted brand loyalty for Allergan products.
What’s Changing?
Effective September 30, 2024, the Allē program will undergo significant changes. Patients will no longer be able to use their points as dollars-off. Instead, you can redeem your points once per year toward specific Allergan products, including Juvéderm Ultra, Volbella, SkinVive, or up to 50 units of Botox. When patients redeem points, providers no longer receive direct reimbursement but will instead be sent replacement products.
Implications of the Change
Impact on Provider Autonomy
The revised Allē structure may influence patient decisions by encouraging them to choose certain Allergan products, potentially overriding healthcare providers’ clinical judgment. While some providers may find products like Juvéderm useful for certain areas, they may prefer other fillers for specific treatments, such as lip augmentation. This change could limit providers’ ability to recommend the most suitable products based on their expertise and patients’ needs. It’s akin to prescribing medication: a provider’s choice should be based on clinical judgment, not a rewards program.
Potential Confusion for Patients
The new system may also lead to misunderstandings between patients and providers. For example, if a patient earns a free syringe of filler through points redemption, they may not realize that the provider’s expertise and time are not included in this offer. Providers may need to charge an injection fee, which could lead to frustration or disappointment from patients who expected a completely free treatment. This situation places providers in a difficult position, where they may need to either absorb the cost or risk appearing deceptive.
Devaluation of Provider Expertise
Aesthetic providers often strive to shift the focus away from the price per syringe or treatment and instead highlight their years of experience and the quality of outcomes they provide. However, the updated Allē program places the emphasis back on product costs, which could undermine efforts to educate patients about the value of personalized care and expertise.
How We’re Responding
At Beauty FX, we will always hold the provider-patient relationship in the highest regard. It is my mission to ensure that your care remains personalized and provider driven.
Therefore:
- We will continue offering Botox and select Juvéderm fillers for the time being.
- We will no longer award (or allow redemption of) Allē points after September 30.
- Patients are encouraged to use their Allē points before this date. Afterward, we will honor remaining points as a one-time discount on Botox treatments or offer them as an incentive to try a new product, such as Dysport, which has already gained popularity among our clients.
- If you would like to continue using Allē Flash or Allē Gift Cards, we will honor those offers at the time of your treatment, but you will no longer accumulate points.
We will also be rolling out a Beauty FX membership program in the coming weeks, which will offer additional savings opportunities on our wide array of treatments and skin care products.
In summary
The new Allē program makes it more difficult for patients to save money and it presents many challenges for providers, particularly concerning clinical autonomy and patient relationships. Continuing to participate fully in this program, unfortunately, does not make sense from either an ethical nor a business perspective. Fortunately, there are alternative rewards programs available that continue to respect provider independence and clinical expertise.
Click here to read about the new Allē Rewards program on their website.
