With this campaign and the following scripts, you’ll be able to effectively target unscheduled patients and encourage them to book an appointment before the year ends.
During the end of the year, many patients end up getting distracted with holidays and family and forget that they are still in need of dental care. So these subtle reminders are a great way to bring in the forgetful patients and assure them that it is safe to come to the dentist.
The most effective ways to do this are through using Call to Action buttons on your website’s home page, texting, emailing, and video messaging. You can implement any number of these campaigns and see success.
When should you begin targeting your patients for this campaign?
Depending on how busy your practice is, you can start promoting “Use It or Lose It” from September to November.
Promoting this too close to the end of the year can result in not having the physical chair space to see them if your schedule becomes too full too quickly. If you know you won’t be able to get the number of patients scheduled later in the year, start your “Use It or Lose It” campaign earlier in September. On the flip side, if you know you will have the capacity for last-minute patients in December, go ahead and promote this campaign in November.
If you have an influx of patients that have benefits ending, for example, June 30 and renewing July 1, you would follow these same guidelines and run your campaign March-May, noting that it is a “fiscal benefit year” vs. a. “calendar year.”
Verbiage matters.
How do I effectively target patients for this campaign?
We recommend using Call to Action buttons on your website, social media marketing (for generic messages), and email blasts and text messaging to be more personalized. You will target a wider audience on the web and social media and may even acquire new patients who still have remaining benefits.
With email and text blasts, you provide a clear reminder to patients with whom you already have an established relationship.
Some PMS (practice management software) and PCS (patient communication systems) have the capability to sort and identify patients who have remaining benefits available as well as unscheduled treatment.
Personalize your conversation
It is worth noting that when you roll out a campaign of this magnitude, you must first have a system to answer all incoming calls and respond within 15 minutes to all requests coming in via voicemail, chat, forms, and email (no later than the end of the business day). Secondly, make it personal for the patient. You can do so with the following tips.
- Pay special attention to the patient’s specific insurance coverage and the benefits that are not only expiring but are still available.
- Include a clause that states, “This is an estimated benefit amount and is not a guarantee of payment until the claim has been submitted and reviewed by your insurance carrier. Determining factors of payment include but are not limited to the remaining benefit year deductible, maximum, and covered benefit amounts.”
- Connect their remaining benefits with their specific treatment plan.
- Log and record any conversation or correspondence sent to the patient to ensure all team members who take the call are in alignment with the campaign the patient is referring to.
CALL-TO-ACTION BUTTON ON WEBSITE:
“Time Sensitive – Important Information Regarding Your Dental Benefits Click here to schedule your next appointment before your dental benefits expire this year. ”
“Don’t let your free money go to waste. Click here to schedule your next appointment before your dental benefits expire this year.”
“A new smile for a new year? Click here to schedule your next appointment before your dental benefits expire this year.”
EMAIL {PERSONALIZED}:
Subject: Reminder: Use Your Dental Benefits Before They Expire!
Hi [Patient Name],
Did you know most patients are unaware that their dental benefits and spending accounts expire and don’t roll over to the next year? If you don’t use them, you could lose them! Take advantage of any unused benefits, including dental insurance, flexible spending accounts (FSA), and healthcare savings accounts (HSA). Don’t throw your money away by missing out on valuable dental care before the end of 2023.
[Dr.’s name] agrees that delaying your dental treatment could lead to more harm than good. Even missing a regular cleaning and exam may mean additional appointments and dollars spent to repair damage that could have been avoided.
After reviewing your dental benefits, it appears that you have [$x ] benefits remaining for this fiscal/calendar year. Please note that this is an estimated benefit amount and is not a guarantee of payment until the claim has been submitted and reviewed by your insurance carrier. Determining factors of payment include but are not limited to the remaining benefit year deductible, maximum, and covered benefit amounts.
We have set aside the following three appointment times. Please call our office at [office phone number] to schedule a time that works best for you.
[list three available days/times]
We look forward to seeing you again soon.
[Insert Dr. name]
[Insert Treatment Coordinator name]
[practice name]
[practice phone number]
EMAIL {GENERIC/BLAST}:
Subject: Reminder: Use Your Dental Benefits Before They Expire!
Hi [Patient Name],
Did you know most patients are unaware that their dental benefits and spending accounts expire and don’t roll over to the next year? If you don’t use them, you could lose them! Take advantage of any unused benefits, including dental insurance, flexible spending accounts (FSA), and healthcare savings accounts (HSA). Don’t throw your money away by missing out on valuable dental care before the end of 2023.
Delaying your dental treatment could do more harm than good. Even missing a regular cleaning and exam may mean additional appointments and dollars spent to repair damage that could have been avoided.
We have set aside specific times for our VIP patients, such as yourself. Call today to make an appointment because the first 20 people will receive a free Oral-B electric toothbrush!
We look forward to seeing you soon.
[practice name]
[practice phone number]
TEXT:
Hi [Patient Name],
The end of the year is quickly approaching, and we’d hate to see you lose your remaining dental benefits. We have special times set aside for our VIP patients like you. Call or text us at [777-123-4567] <click to call>
[Doctor Name]
[Your (practice name) Team]
DOCTOR VIDEO SCRIPTING:
- Hi, [Dr. X] here!
- Good news! You have dental insurance benefits remaining for 2023, which means big discounts on your treatments!
- If you have been putting off [that new crown] or you still need to get a cleaning, we have special times set aside for our existing patients!
- Like always, the health of our patients is top priority here at {name of practice}
- Celebrate the holidays with a healthy smile and more money in your pocket.
- Make sure to call or text 777-123-4567 to schedule!
HYGIENIST VIDEO SCRIPTING:
- Hi, {Name} here!
- Just a quick reminder, you have dental insurance benefits remaining for 2023.
- These benefits will not roll over into the new year.
- Now is the time to schedule any treatments pending or for your last cleaning of the year.
- Our team has special times set aside for our current patients hoping to utilize these benefits before it is too late.
- As always, the health and safety of your family is our top priority.
- Text me back to make sure to get on the schedule. We are booking up quickly!
VIDEO PRO-TIPS:
- Keep it short: 59 seconds tops!
- Be sure your face has plenty of light
- Hold your camera in your hand and speak directly into it. If you walk as you talk, that really helps with patient engagement.
- Hold your camera horizontally (you can also do a vertical video, but keep it below 30 seconds)
- Send your final video via Dropbox. (Not Google Drive or direct email. It compresses the videos and doesn’t give a quality finish)
- Email a list of the patients you want to target. Include their emails and cell phones. The more contacts, the better.
CAMPAIGN ROLL-OUT TIMELINE SUGGESTIONS:
Week 1: WEBSITE CALL TO ACTION BUTTONS ARE LAUNCHED
Monday: Doctor video text
Wednesday: Text with available treatment times for the remainder of the week {3 options}
Friday: Email with available treatment times for next week {3 options}
Week 2
Monday: Hygienist video text
Wednesday: Text with available treatment times for the remainder of the week {3 options}
Friday: Email with available treatment times for next week {3 options}
Week 3
Monday: Phone call from the team, with available treatment times for the week
Friday: Text with available treatment times for next week {3 options}
Week 4
Monday: Email with available treatment times for next week {3 options}
Wednesday: Text with available treatment times for the remainder of the week {3 options}
