The Alle Rewards Program, administered by Allergan Aesthetics, is set to revert to its original structure on January 1, 2025, following a brief period of significant changes. This decision comes after the company introduced a new rewards system on October 1, 2024, which proved to be unpopular among both patients and providers.

Background and Recent Changes

In October 2024, Allergan implemented substantial modifications to the Alle program:

• Points could no longer be redeemed for direct monetary discounts
• Rewards were limited to free Allergan products
• A new tiered system was introduced, including an “A-List” status
• Points had a 12-month expiration period for non-A-List members

These changes were met with considerable resistance from both patients and healthcare providers. The new system was perceived as overly complex and less beneficial for occasional treatment seekers.

Reversion to Original Program

December 19, 2024, Allergan announced its decision to revert to the original Alle program structure. Key points from this announcement include:

• The original program will be reinstated on January 1, 2025
• Points will once again be redeemable for direct monetary discounts on future treatments
• Allergan plans to offer double Alle points and increased consumer promotional offers in Q1 2025
• The company acknowledged that the new program was too complex and implemented too abruptly

Analysis of the Situation

It is unusual for a large corporation like Allergan to invest significant resources in overhauling a rewards program, only to revert to the original system within a few months. This sequence of events suggests several possibilities:

1. Misjudged Market Response: Allergan may have underestimated the importance of the original program’s simplicity and direct monetary benefits to its customers.
2. Provider Pushback: The changes likely faced strong resistance from healthcare providers, who found the new system burdensome and potentially detrimental to their business models.
3. Competitive Pressure: The changes might have put Allergan at a disadvantage compared to competitor programs like Galderma’s Aspire Rewards and Merz Aesthetics’ Xperience+, which maintained more straightforward point-to-discount systems].

Comparison with Competitor Programs

Aspire Rewards (Galderma)

• Offers a straightforward points-to-dollars conversion
• Focuses exclusively on Galderma products (e.g., Dysport, Restylane)

Xperience+ (Merz Aesthetics)\

• Provides a simple system where 100 points equal $10 in savings
• Covers treatments like Xeomin, Radiesse, and Ultherapy

The simplicity and direct monetary benefits of these competitor programs likely contributed to Allergan’s decision to revert to its original Alle structure.

Conclusion

Allergan’s decision to return to the original Alle program demonstrates the company’s responsiveness to customer and provider feedback. This move is likely to be well-received by the aesthetic medicine community and may help Allergan maintain its competitive edge in the market. As the aesthetics industry continues to evolve, loyalty programs will remain a crucial factor in patient retention and satisfaction.

READ MORE

https://drkim.com/unlocking-the-power-of-alle-your-guide-to-allergans-changes-to-their-aesthetics-loyalty-program/