Introducing a new service to your practice and patients can be a financially daunting task.
Whether you are considering shockwave therapy, laser treatments, decompression tables or other innovative devices, paying off the equipment quickly is crucial for your practice’s financial health. Here are 10 steps to introducing a new service to your practice.
1. Identify the ideal patients
Who will benefit most from this new service? If you were only paid on outcomes, who would you reach out to? Rather than blasting your entire patient email list, which can hurt your delivery rate and irritate patients, focus on segmenting your list. For instance, if you’re introducing shockwave therapy, you might target patients over the age of 30, those who completed treatment but still have ongoing issues or those who’ve previously spent money on complementary services in your practice.
Segmenting your patient list allows you to send targeted messages to those who are most likely to benefit from introducing a new service to your practice. You don’t need to overcomplicate it, but creating a simple target group is critical to getting the right people to engage.
2. Reach out using multiple channels
Once you’ve identified your target group, leverage multiple channels of communication to get the word out. Email, text blasts, social media retargeting, direct mail and even phone calls are all effective strategies. The more media you utilize, the better your response rate will be.
For example, you might send an email explaining who the treatment is for, how it benefits them and what steps they need to take to schedule an appointment. Follow the email up with a text message asking if they saw the email and if they’re interested in learning more. Consider sending another email or a reminder text if you don’t hear back.
3. Create an irresistible offer
Make your first offer something your patients can’t refuse. Offer your first batch of patients a special introductory price or exclusive deal in exchange for a Google review or recorded success story. You could record a treatment with a short interview of the patient after the treatment and turn that into a marketing video for the future. Make sure you get a publicity release.
This introductory period should include patients you know are highly likely to benefit from the service and give positive feedback. Once they experience positive results, they will provide valuable testimonials and also help you build social proof, which is critical for generating trust and credibility for introducing a new service to your practice. You can use these testimonials in future marketing campaigns, display them in your office or even create YouTube sizzle reels highlighting patient success stories. Seeing familiar faces in testimonials will increase your conversion rates for the next round of patients.
4. Build a library of success stories
After the first round of patients have completed treatment, make sure to document their stories. You can turn these success stories into educational emails, social media posts, GIFs and even drip campaigns to inform other patients about the benefits of the new service. A video testimonial or written case study can help future patients feel confident in trying out the service.
To keep the momentum going, consider setting up a patient education drip series that shares these success stories. With customer relationship management (CRM) software, you can periodically send emails with video clips and written stories about how the service has helped others. It’s a subtle yet effective way to keep the treatment top-of-mind for other patients who may eventually benefit from it.
5. Create shareable content
Leverage your success stories to create “referable” content—content your patients can easily share with their friends and family. For example, you can create a short video that explains how shockwave therapy helps with specific conditions, such as sciatica or degenerative discs. Include testimonials and a clear call to action for scheduling an appointment.
The key here is to make the content easy to share. Texting a video link to a patient allows them to forward the message to friends who might be interested. Include your contact details in the video and text message so potential new patients can easily schedule an appointment.
6. Offer in-office resources
A simple handout or flyer in your office can help inform patients about your new service. You could offer a free trial session or discounted first treatment for patients curious about the service. Include a QR code posted around the office that links to a video or webpage with more detailed information about the service, success stories and special offers.
At the end of the trial treatment, your case manager can go over the next steps with the patient, explaining what they need to do to achieve the desired outcome. Package pricing can be introduced at this stage, helping patients commit to a series of treatments that will give them the best chance for success.
7. Leverage digital tools for follow-up
Utilizing CRM software and automated marketing tools can streamline your follow-up process. Whether it’s automated email campaigns, text reminders or social media retargeting, digital tools can help ensure your patients stay engaged when you introduce a new service to your practice. Use your CRM to track patient engagement, monitor campaign effectiveness and refine your approach over time.
8. Host informational workshops
If you have the time and resources, consider hosting an in-office or virtual workshop aimed at introducing a new service to your practice. These workshops can provide an in-depth explanation of how the service works, who it’s for and why it’s beneficial. Offering a live Q&A session during the workshop allows patients to ask questions and engage directly with you, increasing their trust in the new service. Consider adding some of these questions into a FAQ section on your website, handouts and other places. Workshops can be gold because they will dig up concerns you never thought of. For example, some people with a pacemaker may be concerned about shockwave therapy because it has the word “shock” in the name of the treatment. Just because you know it’s not electrical does not mean your patients know that.
You may also record workshops and use them as part of your future marketing campaigns. You can send the recording to patients who couldn’t attend or post it on your website as an educational resource for others.
9. Network with other providers or businesses
Don’t forget the power of networking! Reach out to other local businesses, health professionals or complementary services that could refer potential patients to you. For example, a local gym or personal trainer might have clients who could benefit from shockwave therapy or decompression treatments. A mutual referral system could benefit both businesses.
Think outside of healthcare
When I was an associate, there was a large salon near our office and I networked with all the hairdressers. I gave them an awesome rate and taught them how to refer. If someone had neck pain when they got their hair washed, that turned into a referral. Hairdressers are usually very social and have their clients there for an hour or three. Their clients were chatting with other clients, and they were paying a lot of money to get their hair cut and colored.
When you approach any business for collaboration, always remember they are thinking, “What’s in it for me?” You need to position your service as something that will help them financially, improve the quality of service they provide to their clients or offer them something special. This makes it easier to build long-lasting, mutually beneficial relationships. For example, for CrossFit owners, if someone was hurt from doing CrossFit and not using their membership, that would lead to a cancellation. If you learn to view this through their eyes, you’ll get more referrals. If you refer more business to them, you will also get more referrals.
10. Start small, then scale
Rolling out a new service can feel overwhelming, but you don’t have to do everything at once. Start with a simple plan to get your equipment busy, track results and then scale up as you go. Follow this 10-step process, and before you know it, your new service will become an integral part of your practice.
Final thoughts on introducing a new service to your practice
Remember, educating your patients about new services your practice offers is an ongoing process, not a one-time announcement.
By following these strategies, you’ll be able to quickly pay off your new equipment, build stronger patient relationships and grow your practice. Every service launch takes time and effort, but with careful planning and execution, you can create a win-win for both your patients and your business.
NAOTA HASHIMOTO, DC, is the co-founder of TrackStat, patient-tracking software that makes it easy for you to attract and convert new patients while ensuring existing patients stay in your practice. It offers new ways to retain patients as well as ways for staff to communicate and schedule patients while providing you all the metrics of success. To learn more, visit trackstat.org.
