Are You In “THE SUMMER SLUMP”?
Chances are, if you have not done anything to proactively avoid the Summer Slump, you are just starting to feel its effects. It is actually a time of year that is difficult for many businesses because while people feel less obligated to go directly home and stay there once their workday is finished, they do tend to ignore “boring” things like their health in favor of things like outdoor activities, vacations, etc. Getting them in the door isn’t a matter of doing just one thing this time of year; you need to hit them from as many sides as possible.
To accomplish that, we recommend a campaign with one purpose, but many modes of delivery. This is typically best practice anyway, but for Summer, it’s absolutely crucial. And, where you can get away with 1-2 modes of delivery during most of the year, in Summer, you really need every opportunity to get in front of your potential patients as possible. This means you should be using at minimum: Facebook Ad’s, A Mailing of some sort (list or neighborhood), AND appointment setting phone calls. This certainly sounds like it could get expensive, but cost control on a campaign like this all comes down to making sure you are targeting the right people. Remember: figuring out who your target audience is, and directing your marketing toward them, rather than toward everyone, is key for controlling your spend.
On top of these things, as people are spending more time outdoors, sprucing up your patients first impressions and making sure you are easy to find from the main roads is also highly recommended. What does your office look like from the outside? Are you noticeable? Is the area clean? How old is the signage? How old does it look? Remember – all of your competitors are going to be working on pulling patients in as well…first impressions are going to go a long way in helping a patient decide between offices.
Summer patients are more work, but they are most certainly worth it. Pain doesn’t stop because the rain does, and often these patients have been looking for ways to help them enjoy their Summer more effectively. They just require a little more work to get their attention.