Some moments in the year may get people thinking about their doctor: when costs reset, when insurance changes, when school starts and when they get sick. Plan your marketing around those moments instead of spreading it evenly.
Moments when people look
- January: the start of a new year.
- Open enrollment season.
- Before school and sports seasons: physicals.
- Cold and flu season.
- Employer plan renewals: on each employer's own calendar. The benefits calendar.
Plan a year
- Fall: content on comparing coverage and DPC.
- December and January: an open house and a promotion. Promotions that work.
- July and August: family and sports physical messages. Reaching families.
- Steady all year: reviews, referrals and follow-up.
Check your own pattern
Look at new members by month for the last two years. In a made-up example, January and September each bring twice the usual number. That's where extra effort pays most.
Plan staff and cash too
Busy enrollment months mean more first visits. Plan staff time for them. Promotions can lower enrollment fee revenue in those months, so expect that in your cash forecast. A 13-week cash forecast.
What I'd do this week
- Pull new members by month for the last two years.
- Mark your two best months on next year's calendar.
- Plan one effort for each.
Common questions
Should I stop marketing in slow months?
Keep the steady work going. Save paid efforts for the busy moments.
Is January always best?
Check your own numbers.
How far ahead should I plan?
Two to three months before each busy moment.
Want new members by month next to your P&L?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.