Aesthetic practices aren’t just competing against each other when it comes to customer service — they’re also dealing with the outsized expectations set by the likes of REI, Sephora, and Starbucks. While the occasional discount can inject life into a sagging marketing strategy, a dependence on discounts can create an unsustainable customer demand for such markdowns. In this episode, Tami Vileta details how to avoid the “discount treadmill” by offering an elevated experience to patients.