Marketing for your medical office is vital all year, but it becomes even more important during the last quarter. Why? Because you want your patients to use their annual benefits before the new year!
The holiday season can be busy, and patients may forget to schedule their last appointments of the year. However, you can help remind them by adjusting your medical office's marketing strategy at the beginning of the fourth quarter.
So, what are some things you should think about for your medical office when it comes to your digital marketing strategy? I have five suggestions to get you into the right mindset.
#1 – Update Your Ads to Create a Sense of Urgency
Regardless of what type of medical office you are, it’s essential that you adjust your ads to focus on encouraging patients to schedule their final appointments of the year that way they don’t miss out on any benefits.
“Use it or lose it” is common verbiage for medical offices when it comes to advertising efforts. But let’s face it, everyone uses it! Make your office stand out by incorporating the season and holidays or coming up with some clever content.
Here are a few suggestions from Nicole Roser, a Lead Digital Marketing Strategist on our medical team:
- Benefit from your benefits! Schedule an appointment today to make the most of your 2019 insurance.
- Don't wait or it will be too late!
- Time is ticking — Schedule your appointment today!
If you aren't sure if paid advertising is right for you, check out our blog to learn how it can benefit medical professionals!
#2 – Create Personal Connections With Social Media
By utilizing your social media channels, you can start creating a connection with your patients and make your office seem more personal.
It’s safe to say that many people have a fear of going to the doctor or dentist. However, if you share photos of your office and staff, your patients will feel more at ease when they come in for an appointment because they’re familiar with your practice.
As a local medical office in your community, you have an opportunity to really get to know your patients! And this personalized touch will keep your patients returning for years to come, which perfectly leads into the next point!
#3 – Understanding the Value of a Patient
If you take the time now to gain and retain patients, think about the lifetime value that each patient has to offer. Although it may be more work at the beginning, it will ultimately bring you more success.
Remember, retaining your patients for years provides more value than consistently bringing in new patients that don’t return.
For medical offices that see patients more frequently, such as chiropractors, dentists, physical therapists and dermatologists, the patient’s first impression of your practice can be a deciding factor whether they return or not.
#4 – Leave Flexibility In Your Medical Office’s Schedule
As I mentioned earlier, the end of the year is a busy and hectic time, and there are always those people who forget to schedule their end of year appointments.
If your medical office is going to be closed for an extended period of time, make sure you’re giving your patients plenty of notice so they don’t wait until the last minute to schedule an appointment while your office is closed.
To let your patients know that your hours are different than normal, you can update them in Google My Business, post on social media and create Google posts, set up a reminder on your voicemail system and send out emails.
Don’t wait until the last minute to start informing your patients, though! Posting on social media and sending out an email update are two things you can do in advance to start letting people know your hours may differ during the holidays.
Once November hits, then you can start with all the efforts mentioned above. Giving your patients plenty of notice will also help remind them to schedule their appointments.
#5 – Gain More Reviews
This last tip can be used all year round, but it can be a tool to help you bring in new patients once the new year hits!
While you’re seeing an influx of patients using their annual benefits before the end of the year, ask them to leave a review about their experience with your medical office.
Having more positive reviews at the end of the year helps consumers who are looking for a new medical office at the beginning of the year make a decision (which brings us back to the value of a patient).
Of course, you want to consistently be getting reviews all year, but gaining new reviews during the last quarter can give you a boost once the new year arrives.
As challenging as it may seem to get your patients to use their annual benefits before the end of the year, digital marketing can help get them into your medical office!
Taking the proper steps at the beginning of the fourth quarter is the best option and gives your patients plenty of time to schedule their end of year appointments.
If your medical office needs help coming up with the right digital marketing strategy, our team of experts is here to help!
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