October of last year, we wrote about that all-important end of year benefits letter that dentists across the nation are preparing to mail. Believe it or not, it’s that time of year again, already. October begins on Monday, and Americans will soon be caught up in the holiday madness. While saving money (and spending money) is on their minds, visiting their dentist probably is not.
Capturing Your Patients’ Attention
How can you convey to your current patients that they will save money in 2012 by completing unfinished dental treatment plans before December 31, 2011? In the midst of ghouls and goblins, turkeys and leaves, holly and mistletoe, how can you capture a few moments of their precious time to share this important message – a message that will literally keep money in their pockets?
Traditionally, dentists send out an end of year benefits letter that explains these points to patients:
- Your dental benefits will expire on the last day of 2012.
- The money you’ve put toward your dental insurance deductible will disappear; you will have to begin again in January of 2013.
- If you have not seen the dentist in six months, you may be eligible for a 100% paid dental checkup and cleaning, under your dental insurance benefits.
- If you have an incomplete or open treatment plan, you will probably spend less by completing the dental work in 2012 than if you wait until 2013, because the money you’ve invested toward your deductible will have reduced your out-of-pocket expense, but only until the end of this year.
Strategic Marketing Works
The end of year dental benefits reminder is actually part of your dental practice’s marketing. It is not simply a function of administration. Thinking about the letter in this way, consider where your patients go, what they see, and how they communicate with other people. In the Internet age, most of your patients probably use email and social networks to acquire information. In response, you should make your dental insurance benefits letter available via these channels.
- Send your letter to patients via email.
- Place a call-out button on the homepage of your website that says: “Important Information About Your Dental Benefits – Time Sensitive!” Link this to the letter.
- Post a blog about end of year benefits.
- Link that blog from your business profiles at Facebook, Twitter, Pinterest, and Google+.
- Post your letter as a note on your personal/professional Facebook page.
- If you want to take the traditional route, you can also send your letter out via the US Post Office (snail mail), but DO NOT neglect Internet distribution.
Help with Your Letter and Marketing
If you don’t have time to draft a letter, talk with your website company, write a blog, compose an email blast, and distribute your message on social networks, call Modern Dental Practice Marketing. We can do this and more for your dental practice. Let’s discuss your end of year benefits letter, as well as your plans for dental practice marketing in 2013. It’s never too early to prepare for success!