It’s benefits season, and we all know what that means: it’s time for “Use It or Lose It” marketing campaigns! These are simple and easy to activate every year and can drive current and new patients into your office. Additionally, implementing these campaigns fosters trust and appreciation among patients. By reinforcing awareness of available benefits, patients appreciate your genuine concern for their well-being, thereby cultivating loyalty. While “Use It or Lose It” messaging is effective, there are a few factors to consider before the big launch.
How Should I Market My Campaign?
Since this is more of a friendly reminder to patients that their benefits are expiring, communication is key. Think about how you normally communicate with your patients and use those same channels for your “Use It or Lose It” content. These include, but are not limited to:
- Social Media
- Email Blasts
- Text Messages
- Your Website
- Your Online Advertising Banners
Take advantage of the same mediums you commonly use to communicate end of year benefits. If you have traditional advertising outlets such as postcards, newspapers/magazine ads or even radio, make sure you switch your content there as well.
What’s The Most Effective Timeline
Traditionally “Use It or Lose It” campaigns begin in late September/early October. This timeframe helps prevent overbooking — you don’t want patients calling after seeing your ad, just to deny them an appointment. There is still ample time left in the year — if you still have openings, it’s important to start your end of year campaigns right away.
What Should My Content Look Like?
When it comes to creating eye-catching content, make sure you have a Call To Action (CTA) on any piece.
This campaign is a giant CTA in itself, but in a more defined term, it is a prompt that directs the patient to take a specific action. Take the sample message, “There is no better time than now to get the most from your vision benefits. Schedule an appointment online today!” The second sentence encouraging the patient to ‘schedule their appointment online today’ is the call to action, which would normally be paired with a button linked to the practice’s online scheduling tool.
When creating this content, follow these guidelines to make your ad stand out:
- Impart a sense of urgency
- Get creative with it
A few examples:
- “The clock is ticking, use your benefits before they run out.”
- “There is no better time than now to get the most from your vision benefits. Schedule an appointment online today!”
- “Use it, don’t lose it! Have you used your vision benefits this year?”
Pro tip: Check with your vendors for pre-made ads that you can use for campaign messaging on your social media, email, printed flyers and website!
Implementing a timely marketing campaign can reap rewards for the ‘benefits season,’ but some practice owners may desire additional guidance in getting started. As a PECAA Max member, you can receive expert marketing advice from PECAA Marketing Advisor Shelby Wade at no additional cost! Already a member? Book a meeting with Shelby here to get started. Not a PECAA Member? Contact us to learn how PECAA can help your practice thrive.
