Don’t overlook the benefits of this crucial patient strategy.
Chances are, you spend a lot of time and energy thinking of ways to attract new patients; we do too. Building a patient base and growing your practice is the ultimate goal, but increasing the number of new patients should never come at the expense of those you already have.
Patient recall is an important strategy that is often overlooked. Truthfully, few marketing activities can beat the ROI of a well-designed and executed patient recall system. Not only can it increase revenue, it can be an important tool in demonstrating to your patients that you truly care about their continuing treatment and results. Whether a patient is due for their next treatment, scheduled a consultation but didn’t move forward, purchased a skincare product that will soon need to be re-stocked, or you just haven’t heard from them in a while, recall is key.
So, how does it work?
Name names.
It may seem obvious, but before you can put your patient recall strategy into action, you first have to determine which patients should be your focus. Start by creating a list of all the patients who have not returned for appointments in the last 6 months, for example. Commit to doing this regularly – up to date data will keep you current on patients who should have come in, but didn’t.
Once you have a list, designate team members to start following up with these patients, with the goal of scheduling appointments. This may seem daunting at first, but with time it will become a regular part of staff responsibilities.
Keep in touch.
Implementing a recall strategy doesn’t have to mean waiting until a patient has lapsed to get in touch with them. Keep in regular contact with all your patients to make sure the services you offer and your points of difference are top of mind. Make it easy for them to make and keep their next appointment!
If you can’t schedule a patient’s next appointment immediately after their first, take note of when their next treatment should take place so you can follow up with them in a timely manner. Patients are busy, and most will appreciate these gentle reminders.
Send mixed messages.
Phone calls, snail mail, e-mail, social media; with so many ways to reach patients, you don’t have to limit your efforts to just one channel. Figure out what works best; you can even ask your patients how they prefer to receive reminders and updates.
A critical component to this strategy? Make sure you’re collecting up-to-date contact information, and obtaining their consent to communicate with them regularly.
Target practice.
Keeping track of which patients haven’t returned for some time also presents a great opportunity to implement a targeted marketing campaign. Plan a campaign offering past filler patients an incentive to schedule their next appointment with you, or offer patients a special price on make-up or skincare you know they’ve purchased in the past.
Although many aesthetic procedures require patients to return for a series of treatments or regular follow-ups, don’t assume that a second or third visit is a given. With so many competitors, you’ll have to earn it.
Educate your patients.
Patients will be more likely to return for a follow-up treatment if they understand the benefits of doing so. Educate them about their options for optimal outcomes, and feel free to make recommendations for complimentary treatments or products. This builds a trust and establishes your expertise.
Make sure patient retention is ongoing.
Creating a loyal clientele is an art, and you should be working every day to build lasting relationships with patients, ensuring that they’ll return to your business for their aesthetic needs. Growing your practice with loyal patients means investing in future ambassadors of your brand, so work daily to nurture, maintain, and retain your current customers.
