In today's competitive healthcare industry, offering a membership plan can be a great way to build patient loyalty, increase revenue, and differentiate your practice from competitors. However, to ensure plan success, it's important to target patients who are a good fit for the plan. Here we'll explore how to identify and target patients who are likely to benefit from and enroll in a membership plan.
1. Analyze patient demographics and behavior
The first step in targeting patients for a membership plan is to analyze patient demographics and behavior. This can include factors such as age, income, health status, and past utilization of your services. Look for patterns and trends that may suggest certain types of patients are more likely to be interested in a membership plan.
For example, if your practice primarily serves an aging population with chronic health conditions, a membership plan that offers discounted preventative care visits and chronic disease management services may be attractive to this patient population.
2. Identify patients who are already loyal to your practice
Patients who are already loyal to your practice are more likely to be interested in a membership plan, as they are already invested in the care and services you provide. Identify patients who have been coming to your practice for a long time and have a good relationship with your staff. These patients may be interested in a membership plan that offers exclusive benefits and perks, such as free teeth whitening or discounted cosmetic procedures like botox.
3. Consider patients who pay out-of-pocket for services
Cash-paying patients are often interested in a membership plan that offers discounted rates and predictable costs. Identify patients who have paid for services out-of-pocket in the past and offer them information about your membership plan, either next time they come in, or as encouragement to schedule a follow-up.
4. Leverage marketing and communication channels
Once you have identified the patient population that is a good fit for your membership plan, it's important to effectively communicate the benefits of the plan to them. Leverage marketing and communication channels that are most effective for your patient population, such as email, social media, or patient portals.
Make sure to communicate the unique value proposition of the membership plan, highlighting the benefits that are most relevant to the patient population you are targeting. Use clear and concise language, and make it easy for patients to enroll in the plan. Select third-party administrators, like Membersy, will assist you in the marketing of your plan.
5. Track and evaluate enrollment and engagement
Finally, it's important to track and evaluate enrollment and engagement with your membership plan. Use analytics tools to track how many patients are enrolling in the plan, how often they are using the benefits, and whether they are renewing their memberships. This information can help you identify areas for improvement and make adjustments to your targeting and communication strategies.
It's important for dental practices to consider the significant portion of Americans who don't have traditional dental insurance; according to the National Association of Dental Plans, approximately 75 million Americans lack dental coverage. These patients will be more than likely interested in a membership plan that provides affordable access to dental care.
When targeting patients without traditional dental insurance, consider highlighting the cost savings and predictable pricing of the membership plan, as well as the exclusive benefits and personalized care that the plan offers. Leverage marketing and communication channels that will reach this population, such as community events, flyers in local businesses, or targeted digital advertising.
By targeting this population, dental practices can not only increase revenue but also provide a valuable service to those who may not have had access to affordable dental care before. A membership plan can help break down financial barriers to care and build trust with the community, ultimately strengthening the practice's reputation and patient loyalty.