Maximizing Year-End Benefits: How Your Dental Office Can Launch a Successful Year-End Campaign
The PS Team
As the year draws to a close, many dental offices face the annual challenge of helping patients use their remaining insurance benefits before they expire. For patients who have not utilized all their benefits, this is an ideal time to remind them of the value of using these funds for their dental health. For dental practices, a strategic year-end benefits campaign can result in increased patient care and an uplift in revenue.
In this article, we’ll cover the steps to create a successful year-end benefits campaign, focusing on effective communication, team involvement, and patient education to ensure those unused benefits don’t go to waste.
Most dental insurance plans follow a calendar year schedule, meaning benefits reset on January 1st. If patients haven’t used their yearly maximums, those benefits will disappear at the end of December. Patients may not be aware of this, or they might procrastinate on scheduling appointments.
This presents an opportunity for dental practices to help their patients avoid losing valuable insurance dollars. A year-end benefits campaign can remind patients about their unused benefits while also encouraging them to prioritize their dental health.
The first step in any successful campaign is identifying which patients are eligible. Your front office team can run reports through your practice management software to identify patients who:
– Have unused insurance benefits
– Are overdue for a cleaning or exam
– Have pending treatment plans that they have not yet scheduled
– Have Flexible Spending Accounts (FSAs) or Health Savings Accounts (HSAs) that expire at the end of the year
Once you’ve compiled this list, you can begin personalizing your outreach.
Your messaging should emphasize the benefits of using dental insurance before it expires. Patients are often unaware that they might be leaving hundreds or even thousands of dollars in unused benefits on the table.
Key points to communicate include:
– Maximizing Benefits: Let patients know that if they don’t use their benefits by December 31st, they will lose them. This is an excellent motivator, especially when phrased in terms of lost money.
– Preventing Future Dental Issues: Patients may not realize that delaying treatment can lead to more serious (and costly) problems down the road. Emphasize the importance of preventative care and timely treatments.
– Flexible Financing Options: For patients concerned about the out-of-pocket costs of dental work, highlight any in-house payment plans or third-party financing options your office offers. Additionally, if patients have unused FSA or HSA funds, encourage them to use those accounts before their expiration.
Make sure your messaging is consistent across all communication channels, including email, direct mail, social media, and your website.
Once you have your list of patients and a clear message, it’s time to start reaching out through multiple channels. A well-rounded campaign will ensure your message reaches as many patients as possible. Here’s a breakdown of how to use each platform effectively:
1. Email Campaigns
Email is one of the most effective ways to communicate with your patients. Create a series of emails that highlight the benefits of using remaining insurance before year-end. Personalize these emails by including the patient’s name, the treatments they need, and how much of their benefits remain unused.
A simple email campaign could include:
– Initial Reminder: In early November, send a message explaining that the year is almost over, and their benefits will expire soon.
– Follow-Up Reminder: Send another email in early December, reinforcing the message and providing any updates on appointment availability.
– Last Chance Notice: Send a final “urgent” reminder in the last two weeks of December, letting patients know it’s their last chance to use their benefits.
2. Phone Calls
For patients who haven’t responded to your emails, phone calls can be an effective follow-up. Your front office team can call patients directly, offering to help schedule appointments before their benefits expire. Ensure your team is trained to handle any questions about insurance coverage and treatment options.
3. Direct Mail
While digital communication is convenient, direct mail can be a great way to catch the attention of patients who may not regularly check their email. Send personalized letters or postcards that explain the urgency of scheduling before the year-end. Include your contact information and a simple call-to-action: “Call today to schedule your appointment before your benefits expire!”
4. Social Media
Social media platforms like Facebook and Instagram can help you reach a broader audience. Post reminders on your social media pages about the importance of using dental benefits before the year ends. You can also create targeted Facebook ads aimed at patients within a certain age group or geographic area who may have dental insurance. Social media ads are a cost-effective way to extend your campaign’s reach.
Once your campaign is in full swing, make sure your office can accommodate an increase in patient appointments. Consider extending office hours or opening additional time slots to meet demand. You can also prioritize urgent cases, such as patients who need treatment to use up their insurance benefits before the deadline.
If you have patients who need multiple procedures, encourage them to start treatment before the end of the year. They can then schedule any follow-up visits in the new year when their benefits reset.
A successful campaign requires buy-in from your entire team. Your front office staff should be knowledgeable about each patient’s insurance benefits and feel comfortable discussing treatment plans and scheduling appointments. Ensure your clinical team is prepared for the potential increase in patients, and remind them to discuss treatment options and insurance benefits during exams.
To motivate your staff, consider offering incentives for reaching campaign goals. For example, you could provide bonuses for scheduling a certain number of appointments or completing a set number of treatments before the end of the year.
After the campaign wraps up, evaluate its effectiveness. Key metrics to track include:
– The number of patients contacted through each channel
– The number of appointments scheduled as a direct result of the campaign
– Revenue generated from patients using their year-end benefits
– Patient satisfaction and feedback
These insights will help you refine future campaigns and continue improving your office’s approach to year-end benefits.
A well-executed year-end benefits campaign benefits both your practice and your patients. By reminding patients to use their insurance before it expires, you can help them save money and protect their oral health, while also boosting your practice’s end-of-year revenue. With clear communication, multi-channel outreach, and team engagement, your dental office can make the most of this annual opportunity.
