You only have to walk round the shops to realise that Christmas is just around the corner and that can only mean one thing – the end of the year is fast approaching. Before we know it we’ll be saying “Goodbye” to 2019 and “Hello” to a brand new year.
This got us thinking about our dental clients and what they can do to maximise profits in the final quarter of 2016 and hit the ground running in 2017. The answer? Take action right now.
With this in mind, here’s a helpful dental marketing checklist that dentists can use as a final push to grow their numbers during the Q4 period AND start the year with an influx of new patients.
Tip 1 – Get a promotion going
The end of the year is an expensive time and everyone likes to save money, so why not get a promotion going on dental treatment? How about a discount on hygiene visits so patients can prepare for the holiday season. Alternatively, why not consider selling gift vouchers for simple cosmetic treatments such as teeth whitening. Gift vouchers are a great way to bring in some much-needed cash before the Christmas period and an influx of customers after. Once you’ve decided what you’re going to promote, all you need to do is to start spreading the word.
Tip 2 – Prepare an end of year newsletter
An end of year newsletter is a great way of letting past, present, and potential patients know that you’re gearing up for 2017 and beyond. You can use it to promote your services, plus any special offers on treatments you might have (see above). A newsletter tells those who haven’t visited your practice for a while that you’re still around and can also act as a reminder to anyone looking for a dentist. Keep it short and sweet (around 4 pages in length maximum) and make it light-hearted.
Tip 3 – Appointment reminder blasts
The end of the year is a busy time and as a result, appointments are often missed. Manual calling, although time-consuming should ensure that you maximise your appointment potential, resulting in higher levels of patient compliance.
Tip 4 – Call in your debts
Many practices have patients with overdue unpaid balances. While it isn’t pleasant to ask people to pay up what’s owed, it’s critical to your business. The best way to do this is to pull a report on your past-due-payment patients and have your front desk staff to make the necessary calls. If possible designate a staff member who has an excellent phone manner and the tenacity not to take ‘no‘ for an answer.
Tip 5 – Extend opening hours
Let’s face it, dental emergencies happen at the most inconvenient times, so when the majority of people are getting ready for Christmas they mightn’t have time to attend the dentist during normal business hours. With this in mind, why not consider extending your working hours during this busy period in order to accommodate as many people as you can. One or two late nights a week could make all the difference.
Tip 6 – Be social
Okay, so your social media activities might have taken a step back as the year has progressed, but now’s the time to ramp them up again. Engage with your fans and followers and let them know that you’re taking appointments right up until the end of the year and beyond. If you’re running a promotion or discount on a particular service then social media is the perfect opportunity to tell everyone about it.
Tip 7 – Consider your marketing budget and plans for 2017
If you’re going to leave the planning of your marketing until the new year then it’s probably too late. Instead now’s the time to do it. This way you can hit the ground running come January. Have a meeting with your chosen marketing agency and kick around a few ideas. You may want to try a fresh approach that might include PPC advertising, promotional giveaways, or ramping up your blogging. Alternatively, you might just prefer to do more of what already works. Whatever you decide, it pays to start thinking about it now.
So there you have it, a detailed and fully-actionable dental marketing checklist that you can follow to maximise revenue in Q4 and increase patient footfall in 2017. Remember the steps you take now will reflect in the results you achieve tomorrow. So what are you going to do differently today to make this happen?
