Your practice launched its membership plan last month, but enrollment has been a little…slow. It’s not unusual for it to take a little time to gain those first few enrollees. To help you over that initial stall, though, we’ve put together five easy ways to promote your in-office dental membership plan:
Educate Your Staff Not everyone on your team needs to be an expert, but everyone should feel comfortable mentioning your membership plan to your patients. Make sure everyone from your scheduler to your hygienists, your technicians to your office manager knows the name of the plan, who is eligible, what’s included, how much it costs, and how to enroll. Best practice is for one person to be the plan expert and talk to any interested patients about plan details.
Brochures In fact, it’s a good idea to keep brochures in different areas of the office in case a team member is asked about the plan during a cleaning, procedure, scan, or during checkout. Your brochures should also include information such as the name of the plan, who is eligible, what’s included, how much it costs, and how to enroll.
Direct Mail To alert current uninsured patients of your new membership plan (or remind them of an existing membership plan, perhaps!), sending a personal letter and/or one-sheet is a great way to reach out and reconnect. Let them know they’re eligible for your plan with low monthly payments if they do not currently have dental coverage. Ask them to call to enroll and schedule their first cleaning covered by the plan. Don’t forget about patients about to age out of their parents’ insurance coverage (typically those turning 26), and those patients becoming eligible for Medicare (typically those turning 65). Both groups are also very likely to be looking for dental coverage in the months leading up to their birthdays. Let them know you understand their options are limited, but your plan is an affordable option that offers the quality patient care they’re used to receiving.
Email By now, most practices have transitioned to email appointment reminders, receipts, or other communication with patients. Don’t forget to use those communications as vehicles to promote your membership plan as well. Include a small graphic below your email signature that says, “Learn more about our membership plan!” and links to your website with more information. Do the same with invoices, receipts, and other electronic communications. The same graphic can be reused, so it’s just a matter of making sure it gets onto each communication. If the practice sends out a monthly patient newsletter, include a segment about the membership plan, explaining what it is, who is eligible, what’s included, how much it costs, and how patients can enroll.
Website Create a page on your website with details about your membership plan. Make sure there’s a way to the membership plan page from your homepage. Make it super easy for patients (or potential patients) to find. A good phrase to catch the attention of your target audience is “No dental insurance? We’ve got you covered!” You can also feature customer testimonials or quotes about the membership plan. When you go to purchase something, don’t you typically read the reviews? We do! Once your membership plan has been in effect for six to nine months, email a few of your enrolled patients and ask if you could have a quote from them to include on the website. Offering to only include the patient’s first name (or even an alias) will increase the likelihood of receiving responses. If you need help leveraging your marketing efforts, email Jason at Whiteboard Marketing. Whiteboard Marketing has been working with dentists all over the country for more than a decade developing new websites, improving SEO, managing social media accounts, and more. Visit their website to see some of their work!
And there you have it! Five ways to promote your in-office dental membership plan. This is by no means a comprehensive list, but it’s a great way to get started promoting your plan, and each idea should net you trackable results so you can see what works best for your practice moving forward.
If you have additional ideas, or if you’d like to discuss creating and launching your practice’s in-office dental membership plan, schedule time to speak with our team of dentistry experts.