Did you know that it is more expensive to acquire a new patient than to keep an existing one? For chiropractors, this can be especially hard to believe. New patients are always generating interest, while it's the existing ones that are often taking a back-seat in terms of marketing efforts.Reactivation campaigns can be very helpful when trying to win back patients from your competition, former disgruntled patients that need a push in the right direction, or transitioning from one location to another. However, reactivation campaigns need to be planned and executed strategically in order to get the best results.
The most important thing to keep in mind when devising a reactivation campaign is that there is still an element of selling involved. However, make it about the patient, not you or your practice. Keep your marketing messages simple and compelling by focusing on what's in it for them.Don't simply reintroduce yourself and expect that patients will be anxious to see you again. Think of a reason why they should come back, what you can offer them, and highlight some things about your practice that have changed since their last visit. The main goal of a reactivation campaign is to get your clients back to your office, so make it worth their while.Once you have fully understood the problem, it's time to come up with a solution. When planning your reactivation campaign, bear in mind that patients are usually less responsive to mass marketing efforts, like email blasts and postcards. Try to find an approach that has worked for you in the past (think interpersonal relationships, social media platforms, or local community events), but be sure to stay away from any form of mass marketing efforts.Here are some ideas to help you get the attention of your former patients:
Personalize Your Campaign
The key to effective reactivation campaigns is personalization. The more you can learn about your patients during their first visit, the better chance you have of getting them back again. When planning your reactivation campaign, it's important to target your message based on what you know about them. Conduct a thorough analysis of each patient file, including demographics, and health history. Find out why they came in last time, what was going on with them, and look for ways to build on that momentum.
Offer Incentives and Rewards
Reactivation campaigns can be especially effective when combined with incentive programs since most patients will be curious to know what's in it for them. By tying incentives and rewards to your reactivation campaign, you will increase the likelihood that your patients will come back to your practice once again. Develop a proper follow-up plan that keeps the momentum building until their next visit, and make yourself available to answer any questions they may have.
Automate Your Reactivation Campaigns
Using marketing automation software is one of the best ways to automate your reactivation campaigns. The key to success with automation is segmenting and personalizing your message. With marketing automation software, you can create specific customer profiles and then send personalized follow-up emails based on each patient's unique situation and interests. We all know that email is one of the most popular ways that people communicate these days, so make sure you are using it as part of your campaign.
Keep on Following Up
The key to successful reactivation campaigns is consistency and follow-up. Since you already know why your patient came in the first place, think of ways that you can remind them what to expect and why they should come back again. Develop a plan for how often to follow up, either through email or telephone calls, and stick with it. The more consistent you are with your follow-up plan, the better chance you have of getting them back.One important thing to remember when devising a reactivation campaign is that you need to be patient. It can take time to reactivate former patients, so don't get discouraged if you're not getting the results that you want right away. The key is to keep at it and find what works for your practice. Remember to stay focused, stay patient, and follow up on all leads. Your patients are out there somewhere, so make sure you are doing what it takes to find them again.
Contact the Reactivation Campaign Experts at ChiroCandy Marketing
If you are overworked or just don't have time to manage your reactivation campaigns, look for help from outside the practice. Digital marketing experts like ChiroCandy Marketing are experienced at identifying problems and coming up with solutions that work.At ChiroCandy Marketing, we know how to help functional medicine practitioners with reactivation and all other forms of digital marketing campaigns. We can help you connect and engage with your former patients, create visually appealing email campaigns, and automate your reactivation efforts. Contact us today at 1-800-662-1745 to get started.