Some helpful advice on communicating the benefits of plan membership to patients
Having provided dental plans for over 20 years, we’ve honed our advice on how best to communicate the benefits of plan membership to your patients.
Answer for the patient “What’s in it for me?”
To help get patients to engage more with your marketing communications, make sure that you are benefit focused rather than merely feature focused. Focus on the positive benefits that patients will experience from being a plan member such as peace of mind and improved oral health.
Simplicity and consistency is key
Your patients will be bombarded with so much information on a daily basis that it is important to keep your messages concise and consistent. Enlist the services of a professional marketing company to help with your branding and marketing communications.
Realise that marketing items shouldn’t be left to work on their own
If your practice runs a dental plan, it shouldn’t be an after-thought. The dental plan needs to be a part of the practice culture with a practice-wide dedication to advocating and promoting the plan. Leaflets, brochures and other marketing collateral should be seen as the supporting elements to help the team encourage patients to join.
Use every touch-point
Make use of every opportunity to communicate to patients about your dental plan:
- New patient consultations
- Recall appointments
- Patients who require additional treatment
- Patients who the hygienist feels would benefit from more frequent visits
- Contacting dormant/inactive patients.
You should be regularly communicating with your patients via a newsletter. Consistently reminding patients on the merits of your practice, what you can do for them and of course the benefit of being a plan member!
Promote your dental plan online
Don’t forget to have a dedicated page on your website devoted to your plan and the benefits of joining. Remember too to promote you plan via your various social media channels.
Regard how patients make decisions
Different communication methods are better suited to different personalities. Below is a useful table showing example triggers that can help patients with their decisions based on how they think:
Type of decision
Detailed case studies
Fact sheets, checklists
Brand reputation, recommendations, social media
Sales emotive one-liners, customer testimonials
A ‘no’ now isn’t a forever no
Patient’s circumstances, needs and wants change, so just because a patient has previously declined an interest in the plan it doesn’t mean that they will never be interested.
If you have any questions regarding IndepenDent Care Plans, then please just give us a call on 01463 223399 – we’d be delighted to help.