Practice Promotions Newsletter

OCTOBER | 2016


• Use End of the Year Insurance Savings to Increase New Patients • 3 Ways to Reduce the Holiday Slow Down • Social Media Secrets • How to get more PT marketing tips


Marketing ADVICE

By Kristyn O’Connell, Vice President, Administration

their current coverage and see what they spent and what they should pick for the next year. Deductible spending is a big component of this insurance review. How to explain end of year savings First, keep the marketing content easy to follow and simple. We recommend mailing a letter or postcard in conjunction with an email and social media campaign to promote deductible and insurance savings. This allows you to personalize the message with a proper salutation “Dear Mr. Smith” and drive home your mission of putting the patient first. Next, ask questions to prompt the patient to think about the answers. Some examples include: • Have you reviewed your insurance plan and coverage lately? • Did you already spend most or all of this year’s deductible? • Are you in pain? How physical therapy will help you • Do you want to save money on your out of pocket expenses? Start with reviewing their plan and balance and move towards your call to action—contacting the office via phone or website to request an appointment. Hype the benefits of feeling better and ending the year healthy and ready for the new year. After your letter is mailed, we recommend sending a follow up postcard 3-4 weeks later to reinforce your campaign and increase response. The postcard can also be tied to holiday marketing and seasonal messaging with the promotion to maximize end of year insurance savings. You can restate the steps from the letter and really emphasize the need to book appointments before the end of the year. Need help? Call us today to coordinate an end of year benefit letter or postcard. 800-594-7656 Lastly, give patients a simple set of steps to follow. You want them to be able to take immediate action and book their appointment for PT.

In today’s complex world of health insurance, many patients do not understand how to maximize their insurance program’s coverage. Specifically, patients need education on how to reduce their costs for physical therapy treatments. One of the easiest ways to save money on PT is to take advantage of your deductible spending at the end of the year. Practices should start marketing these savings in October to increase new appointments and patient visits in November and December. It’s deductible season At the end of the year, many patients have spent most or all of their insurance plan’s deductible. Patients with family plans, major surgeries, or chronic conditions are especially likely to have a $0 balance remaining on their out of pocket expenses. This means that the cost of physical therapy could be minimal or completely covered by insurance. Another cyclical factor in patient insurance is annual plan changes and renewal. Many companies start promoting the next year’s insurance plans and coverage options in September or October. Thus, many patients decide to review

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