The holidays are synonymous with busyness. People get so wrapped up in planning parties, getting ready for family gatherings, shopping and doing all the other necessary prep work that they neglect to take care of themselves, including keeping their appointments with you. This could be a stumbling block to growing your practice.
This article highlights six strategies to grow your practice during the holidays.
Grow-Your-Practice Strategy 1: Promote health products as gifts.
The National Retail Federation reports that in 2023, the average consumer will spend around $875 during the winter holidays. This includes money spent on gifts. What makes a better gift for someone you love than an item that will promote their health?
Whether you sell nutritional supplements, hot/cold compresses, pillows, orthotics or any other health-based products in your practice, now’s a good time to mention this in your marketing materials. A gift certificate for an adjustment is another great gift to promote, and it automatically grows your practice when a new patient redeems one to check out your services. Remember, a gift purchased in your practice means another thing checked off a patient’s holiday to-do list, as well as additional revenue for you. Patients will love being able to “multi-task” like this at the same time they get their regular chiropractic adjustment.
Grow-Your-Practice Strategy 2: Plan a holiday event.
Another strategy to grow your practice is to hold a “holiday shopping night” or some other event to get more people in your door. Make it an event they would look forward to so they don’t skip it. For instance, you might hold a “night of relaxation” and bring in a massage therapist to give them 15-minute sessions to take away their stress.
Grow-Your-Practice Strategy 3: Collaborate with other area businesses.
Put together a holiday expo for the community. This enables each of you to set up tables for products to sell. You can also each promote the event, increasing the number of people who attend.
Grow-Your-Practice Strategy 4: Get active on social media.
Using social media is a great strategy to grow your practice during the holidays. Develop holiday campaigns to get your audience’s attention by posting regularly. Encourage them to share your posts with others, widening your audience even more.
Digital marketing expert Neal Schaffer recommends creating posts that appeal to your audience’s emotions. Also, consider creating a giveaway or some type of contest that is holiday-themed. You might ask your social media followers to share a picture of them with family and friends, then enter them in a drawing. This encourages their engagement.
Grow-Your-Practice Strategy 5: Refresh your current marketing materials for the holidays.
If you don’t have a lot of time to plan a new holiday promotion, you can refurbish your current marketing materials instead. Add some holiday taglines and images to your emails. Share tips that can help your patients get through this busy time with less stress.
Update your emails, newsletters and social media profiles. Include photos of your practice decorated for the holidays or your team in Santa or elf hats. Get your patients in the holiday spirit at the same time you’re reminding them about the importance of looking after their health despite the busyness.
Grow-Your-Practice Strategy 6: Make it personal
During the holidays, people are bombarded enough with impersonal messages from other businesses to buy their products or services. Yet, it’s the personal messages that touch the heart. So, don’t be afraid to personalize your holiday communications and promotions.
Create a video about what the holidays mean to you and post it on social media or send it in an email. Have each team member share a personal story of their favorite holiday. Include pictures of your staff all in ugly sweaters or pictures of their pets dressed up as reindeer. Make your practice look like a fun place to visit and encourage them to come in and see it for themselves.
Final thoughts
Weave these six strategies into your holiday marketing plans and you could actually grow your practice at a time when other health care providers face flat or even declining revenue. By enticing them to come in and see you with extra incentives, you are also doing the important work of improving their quality of life at a time when many people experience high levels of stress and tension. Making the effort now will have a lasting impact on your patients and will contribute to the growth of your practice in the long run.
