As we progress toward the end of the year and demand begins to decline into the abyss of the holiday season, you are probably looking for source of potential new patients – probably not for the rest of this year, but certainly as we head into the new year. A recent post discussed the fact that generating fresh demand from patients is extremely difficult at this time of year, but most practices miss out on a hidden treasure trove of potential new patients.
These potential patients are essentially any patients that have made any type of contact with you in the past, but for whatever reason, did not sign up with you. Let’s take a look at these patients and some ideas for marketing to them:
Recalls
This is the most obvious category of potential new patients. Software companies trumpet their recall follow-up features and consultants talk recalls from Jump Street, but still many practices ignore the opportunity to work through their list of recalls. The “secret” here is nothing more than staying in touch. A friendly phone call to let them know that consultation spots are available immediately for them --as you go to the end of the year, you have time available in your schedule—is helpful. Yes, people are busy, but they’ve already shown their interest. Even if they cannot make a November or December appointment, at least you’ve put that reminder in their heads until they are ready.
Generally, a call works better than an e-mail or text message because you have a closer relationship with these individuals and as prospects they are “hotter” than other categories. These patients have been into the office, met the team, didn’t need treatment at the time of the consultation and basically have said, “yeah, give me a call when it’s time for me to come in.” Also, the volume of recalls tends not to be overly large so making phone calls is not terribly burdensome if the practice stays on top of it.
Potential patients who came in for a consultation, needed treatment, but did not start
Some of these patients started treatment elsewhere and some have completely decided against receiving any type of care. Those individuals are probably lost to you. But there are others that got too busy to pursue treatment, some that weren’t in a position to start and are now and some that are still looking. That group represents potential new patients for you. Again, you’ve already built some sort of rapport because they’ve been in the office and met the team. Maybe there are some patients that you saw and think “If I had just notified the patient about x or made a small price cut, they’d be a full fledged patient by now.” Here is your chance to fix that.
Phone calls are eminently appropriate here again because you have spent time face-to-face with that patient. E-mails and text messages can also work because you’ll probably have some rejection among a portion of patients (“sorry, I’m seeing another doctor now”). In either event, you may want to bring a promotion to your communication – like no payments this year or a discount or a giveaway.
As an example, in our offices in Japan, we are about to launch a promotion in which we contact any patient that came in for a consultation but did not sign. We are going to contact any such patient who came in during the last 3 years and the contact will come via e-mail, phone and direct mail. These patients will be offered a promotion for signing a contract: an iPad Mini, Disney tickets or a travel voucher. Given the fees in Japan, these come out to only about 5-6% of the contract value and while it is more expensive than the normal advertising, it is better than not signing that patient.
Potential patients who made a new patient appointment, but did not show up for that appointment
Like with the above category, who knows why these people didn’t show up for their appointment. Maybe they did sign elsewhere. But perhaps they simply couldn’t make it and focused on other things. Despite your best confirmation efforts, the patient may simply have forgotten. In many cases, this potential patient may not be lost.
Things are little more impersonal here because while there’s been phone contact made, you haven’t had a face-to-face communication (unless you do new patient communication via Skype or Facetime). But some sort of relationship has been built. A text message or e-mail would be appropriate here. Again, make sure to include a promotion that gets the person thinking about showing up for that appointment.
In our Japan promotion, we are going to approach these patients with the same promotion as those who came for a consultation.
Potential patients who made an inquiry, but did not make a new patient appointment
Here, you may have had some people that are just window shopping or didn’t know what kind of services you offered. When they found out about the service you offered, they realized that their needs did not fit your service (we’ve gotten a lot of calls to an orthodontist’s office when, in fact, the person needed an orthopedist).
Here you are dealing with the loosest association with the patients because you didn’t get to the appointment level, but who knows what kinds of potential gems lurk in the deepest of mines? Maybe they weren’t interested in your service then, but are now. Maybe they struck out with another doctor with whom they intended to start. Who knows? You won’t unless you communicate. Some sort of e-mail or text communication is most appropriate here.
Two main takeaways from this discussion:
- Whenever a potential patient makes contact with you, gather up as much contact information as possible (e-mail address, cell phone number, home address, etc.). Hold on to that information because it may come in handy years letter.
- While direct mail has a dollar cost and phone calls require a time investment, automated e-mails, texts and social media messages have almost no cost. If just a couple of patients sign as a result of your efforts, the program was a success. Certainly, you can design one that is not spammy or burdensome to the potential patient.
Questions? Comments? Need some free help? Please contact us.
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