Many doctors agree that a podiatry patient should never be "discharged" from a practice. While you may have successfully "healed" their current condition and do not need to see them as often, it is in the interest of your patients continued good foot health that you convey to them that annual foot check ups are just as important as the ever-popular annual dental check ups. Why don't patients think of foot health in the same way that they think of dental health? More importantly, what role can we play in re-shaping their minds to become more foot health conscious? Here are a few marketing ideas you may want to consider to bring back existing patients:
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General patient recall
- Whether it is your intention to reach out to your entire data base (A-Z) or just cover a certain period of time (2006-2008), you can compose a letter to get your "foot health" message across to them. Your computer's data base can likely generate pre-printed labels of patient addresses based on whatever criteria you request, but for even greater effectiveness, divide this list into sections and generate hand-written envelopes.It is a subtle, but effective strategy to keep it personal and keep the focus on health concern as opposed to mass-marketing.
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Recall letters based on conditions
- You may also consider managing the TYPES of patients you want to attract back to your office by reaching out to your patients according to CPT codes. For example, if you want to introduce your diabetic patients to your Diabetic Shoe program, or just connect with them on the importance of caring for diabetic feet in the hopes of drawing them back in, you can recall all your patients who have a 250.00 CPT code (or associated diabetic codes) and send each one a diabetic-focused letter. Similarly, you can write letters relevant to patients who have had heel pain, verruca treatment (especially good to send this one in late spring, early summer), orthotics, your pediatric patients, geriatric patients, etc. Take one step at a time and cover as much ground as you want.
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"Tip of the Month"
- Here's a simple, everyday suggestion that you can delegate to one of your staff to manage. Each month, create a different "tip" for your patients as a means of further educating them to podiatry and to the services that your office offers. Your topics can include for example, "Foot facts for Runners," "What parents should know about their child's growing feet," "Various treatments available for heel pain" - Get imaginative, print these on colored paper to grab their immediate attention and keep your content brief so that three tips fit on each printed page. This allows each one, when cut, to fit in a standard envelope without folding. With each piece of outgoing mail to a patient (whether a bill, a "welcome to our office" letter, "thank you for your referral" letter, insurance info, instructions, recall letters, etc.), be sure to include the current month's "tip" in the envelope. You want to make the most out of that opportunity (and that stamp!) that you can.
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Tickler File
- Another type of ongoing recall system that you can actually begin to develop now is to have each patient address a card to themselves at the completion of their immediate care, place it in a tickler box according to when you want to see them again. For example, if your patient's care was completed today, they would fill out their card at the front desk before they leave and your staff places it in the tickler file for Mar, '09. When that time comes, all staff have to do is take it out of the box, put a stamp on it and mail it.
Keep in mind that with any recall system, the doctor must develop a patient-interest-based, believable presentation to the patient while in the treatment room regarding the importance of their returning in 6 or 12 months, otherwise a card in the mail will mean little to nothing.
