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, especially with the growing need for virtual visits? I have five suggestions to get you into the right mindset!
1. Update Your Ads to Create a Sense of Urgency
Regardless of the type of medical office you run, 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:
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 to make your office seem more personal.
Before you start sharing anything on social media though, make sure you are being HIPAA compliant by clicking here!
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.
This also extends to your health and safety efforts! By sharing the steps you are taking and posting photos of your staff and patients following proper protocol, patients will be more motivated to visit!
As a local medical office in your community, you have an opportunity to really get to know your patients! 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 Schedule or Virtual Alternatives
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 Google, set up a reminder on your voicemail system and send out emails.
Even if your hours are changing, the need for virtual appointments is no longer a convenience, it's a need! Make sure you are staying ahead of the needs of your customers at this time by making your services accessible through virtual platforms.
Informing your patients in advance about updated hours, virtual appointment availability and more is essential! Posting on social media and sending out email updates are just two things you can do in advance to start letting people know about their different options when it comes to getting their end of the year visits, whether in person or virtual.
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 the world changes dramatically, and patient safety and security needs increase, reviews are important now more than ever. Catch up on everything you need to know when it comes to RevLocal's review marketing platform when you read this blog.
Final Thoughts
As challenging as it may seem to get your patients to use their annual benefits before the end of the year, think about how much easier digital marketing and virtual appointments can make it!
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!
This post was created in collaboration with Nicole Roser and Brittany Seckman, our lead digital marketing strategists in our medical pod.
Lauren Snyder, Content Contributor
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