Patient Retention – 6 Ways to Keep Your Practice Top of Mind (Plus 4 Examples of Patient-Retention Marketing Pieces to Inspire You)
In today’s society, we are hit with a barrage of advertising at every turn. The same goes for your patients, even when it comes to their hearing health. Your competitors are targeting your patients with messaging and offers on a weekly, if not daily, basis. This emphasizes the importance of:
- Staying connected with your patients
- Continuing to educate them
- Continuing to provide value to them through different marketing mediums
- Continually setting yourself apart from your competitors
- Protecting your investment in your database
3 Important Audiences to Reach Out To:
Tested-Not-Treated Patients: Patients who are tested with a hearing loss but choose not to move forward are your tested-not-treated patients.
4+ Patients: These are patients who purchased hearing aids with you four (or more) years ago. Effective follow-up with these patients ensures they are protecting their investment in their current technology and that it still meets their lifestyle needs. It also provides them an opportunity to see the latest options available.
Warranty-Expiration Patients: These are patients who purchased hearing aids nearly three years ago and whose warranty is coming up for expiration in two months.
6 Patient-Retention Strategies You Can Implement Today in Your Practice
To be top of mind for your patients, we recommend connecting with your database six to eight times per year by providing them with offers, updates, and practice news. This is in addition to the less intrusive communications like monthly e-newsletters. Six to eight times a year may sound a little daunting, but you are likely doing many of these outreach tactics already.
- Patient-Retention Letters & Outbound Calls:
- Patient-Retention Letters (PRLs): These continue to be our most effective marketing tool when paired with a follow-up outbound call. The letters should be targeted toward your warranty expiration, 4+ technology, and tested-not-treated patients.
(Patient-Retention Letter Example)
- Outbound Calls: When pairing your patient-retention letters with outbound calls, you can expect a significant increase in appointment conversion rates.
Did you know? The best times to call are in the morning from 9:00 to 10:30am and in the afternoon from 1:00 to 3:00pm.
Print Newsletter Tips:
- Call conversion is at its highest when the front office staff are prepared for incoming calls from the newsletter (knowing when it drops and being familiar with its content). Articles with tips and prevention topics tend to perform well.
- Coupons offering a “free clean and check” are very popular.
Did you know? There’s a difference in strategy between an e-newsletter and an e-blast: An e-newsletter is focused on educational material and practice news; an e-blast is used to promote a greater sense of urgency by communicating events and special promotional deals that are time sensitive.
(Example Patient Appreciation Event Invite)
Greeting Card Tips:
- If you want to focus less on the traditional holidays, do something for other dates like St. Patrick’s Day or the Fourth of July.
- Be mindful of your patients’ religious affiliations.
- Remember to make sure you either seal your cards in envelopes or keep the text generic enough to avoid any indication the recipient is a patient, in order to stay HIPAA compliant.
- Everyone gets a birthday card, a holiday card, and an anniversary card celebrating when they purchased their technology.
Whether you are reaching out to your patients or not, we guarantee your competitors are. Be intentional with your database-outreach efforts, and generate a consistent source of opportunities, educate your staff, solidify your place in your patients’ lives, and enhance the overall patient experience for each person who comes into your office. Make a commitment to patients by giving them the clearest, most up-to-date information available to ensure your practice continues to create a patient for life.
If you have questions about patient-retention marketing, please reach out to one of our marketing specialists today.