Using Email Marketing to Re-engage Dormant Patients Before the Year Ends

As the year comes to a close, many healthcare practices see a dip in patient visits due to holiday distractions, busy schedules, and general end-of-year fatigue. However, this period is also an excellent opportunity to re-engage patients who may have fallen behind on appointments. Email marketing offers an effective and direct way to remind patients about their health needs and encourage them to schedule appointments before the year ends. Here’s how your practice can leverage email marketing to re-engage dormant patients.

1. Remind Patients About Expiring Insurance Benefits

One of the most compelling reasons for patients to book appointments before the year ends is to take advantage of their expiring insurance benefits. Patients with unused deductible or Flexible Spending Account (FSA) funds can benefit by scheduling checkups or elective procedures now. Sending personalized emails that highlight these benefits and offer easy scheduling links can motivate patients to act before they lose these advantages.

2. Highlight Year-End Wellness Checkups and Screenings

Remind patients that now is the perfect time to complete annual wellness exams, screenings, or preventive care. Many people get so caught up in holiday plans that their healthcare can take a back seat, but a well-timed email can remind them of the importance of staying on top of their health. Encourage patients to book these appointments before the year ends to start the new year healthy and prepared.

3. Offer Limited-Time Promotions for Cash-Pay Services

If your practice offers elective or cash-pay services, the end of the year is a great time to run promotions. Offering discounts on services like cosmetic treatments, wellness packages, or other out-of-pocket procedures can entice patients to schedule appointments before the year ends. Include a sense of urgency in your email campaigns by promoting these limited-time offers.

4. Segment Your Patient List for Targeted Campaigns

To maximize the effectiveness of your email campaigns, segment your patient list based on key factors such as age, previous visit history, or type of care needed. For example, patients who haven’t been seen in over a year might receive a reminder about their overdue checkup, while those with chronic conditions could be encouraged to schedule follow-up visits. By tailoring your emails to specific groups, you increase the likelihood of re-engaging those patients.

5. Send Appointment Reminders with a Focus on Convenience

Convenience is key when it comes to re-engaging patients, especially during the busy holiday season. Send reminders that emphasize the ease of scheduling with online booking options, same-day or walk-in appointments, or telehealth visits. Patients are more likely to schedule an appointment if they know your practice offers flexible and convenient options.

6. Follow Up with Automated Drip Campaigns

If patients don’t respond to your initial email, don’t give up! Set up an automated drip campaign that sends follow-up emails at intervals. These reminders can offer additional motivation, such as a more direct call to action or a limited-time offer. Automating these follow-up emails can help ensure no patient falls through the cracks.

7. Incorporate Patient Education

Patients may not always realize the importance of regular checkups, especially if they feel fine. Use your email marketing campaign to educate patients on the importance of preventive care and how it can help them avoid more serious health issues in the future. By positioning your practice as a helpful and informative resource, you build trust and increase the likelihood that patients will return.