Patient LTV in Facial Harmonization: Lifetime Value Calculator
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LTV stands for lifetime value, the value of a customer over time. In orofacial harmonization (HOF), the number makes sense because many procedures have a limited duration and a satisfied patient tends to come back for maintenance, to complete the plan or to treat another area. This calculator shows how much a typical patient generates in revenue and in margin during the time they stay with you.
The values shown when the page opens are a hypothetical example. Replace them with your clinic's numbers. Nothing you type leaves your device.
What does each field mean?
| Field | What to enter |
|---|---|
| Average ticket per visit | Revenue divided by the number of paid appointments. See how to calculate it in average ticket in facial harmonization. |
| Paid visits per year | How many times, on average, the patient books a procedure in 12 months. Free check-ups do not count. |
| Years the patient stays with you | For how long, on average, they keep coming back. If the clinic is new, use a conservative estimate and revisit it every year. |
| Contribution margin | What is left of each real billed after product, supplies, taxes and fees. |
To find the visits per year and the retention, look at the history of patients who started at least two years ago. Patients who came once and never returned also count toward the average.
What is the formula?
- Revenue per year = average ticket × visits per year.
- LTV in revenue = revenue per year × years of retention.
- LTV in margin = LTV in revenue × contribution margin.
LTV in margin is the number that matters for investment decisions, because it is what is left to pay fixed costs, marketing and profit.
Worked hypothetical example
Hypothetical example: an average ticket of R$ 1,800.00, two paid visits per year, average retention of three years and a contribution margin of 45%.
| Result | Calculation | Value |
|---|---|---|
| Revenue per year | 1,800 × 2 | R$ 3,600.00 |
| LTV in revenue | 3,600 × 3 | R$ 10,800.00 |
| LTV in margin | 10,800 × 45% | R$ 4,860.00 |
In this example, the first procedure represents only a sixth of what the patient generates. Losing the patient after the first visit means losing most of the value.
How do I use LTV in decisions?
- How much to invest to win a patient: the acquisition cost (ads, content, free assessment) needs to stay well below LTV in margin, not the ticket of the first visit.
- How much to invest to keep a patient: a well-run check-up, a maintenance reminder and good aftercare increase visits and retention. The practices are in return visits and loyalty.
- Referrals: a patient who stays tends to refer others. The calculation does not include that effect, but it exists. See patient referrals.
- Phased plan: starting with one area and completing later raises visits per year without pressuring the patient. See phased plan.
What are the limits of the calculation?
- It is an average. Very different patients (someone who only gets botulinum toxin versus someone on a full plan) deserve separate calculations.
- It does not discount the time value of money. For short horizons, such as three years, the difference is small for everyday decisions.
- It does not include referrals, which can be a significant part of the value of a satisfied patient.
- It does not predict the future: if the clinic changes its prices, its audience or its procedure mix, redo the calculation.
Frequently asked questions
What is LTV in an aesthetics clinic?
LTV (lifetime value) is the value a patient generates for the clinic for as long as they keep coming back. It combines the average ticket, how many times a year the patient returns and for how many years.
How do I calculate what a patient is worth?
Multiply the average ticket per visit by the number of paid visits per year and by the years of retention. To see what is left, multiply that total by your contribution margin.
What is LTV used for in a facial harmonization clinic?
To decide how much to invest in winning and keeping a patient. If LTV in margin is high, it makes sense to invest in return visits, reminders and care that builds loyalty.