Increasing Revenue Through Reactivation
During my extensive tenure working with dental practice and indeed any appointment-based businesses, I’ve noticed that the importance of patient reactivation is frequently overlooked. Effort is most commonly put into existing patients with appointments on the books as well as spending money and time to gain new patients to the business, and while both of these areas are highly important, overlooking the reactivation of former patients can be a significant missed area of revenue.
It’s not uncommon for a practice’s database to have less than half of its names as current active patients that have been seen in the past year. Of course, some of the non-active patients may have moved away or changed practices or have other completely reasonable reasons for not scheduling their next appointment, but in my experience, a significant proportion of them simply need a reminder to schedule their appointment.
As we all know, life gets busy: you may have to cancel your appointment unexpectedly and forget to reschedule or maybe you didn’t have your diary on you at your last appointment and never called to book your next service. Whatever the reason, many lapsed patient have NOT moved on to another practice and still WANT to be a patient of your practice, but they need some help and encouragement in the process.
Furthermore, reactivating former patients can often prove simpler than gaining a new patient: you already have their history, you know them personally, you have their personal and contact information, etc. Much of the time spent on the “get to know you” phase with your patient can be bypassed when reactivating a former patient. And you have already spent the marketing pounds necessary to acquire them as a new patient, so you might as well make the most of that investment by reactivating them and retaining them as a loyal patient.
Patient reactivation is much easier than you may think. With today’s electronic patient databases, it’s as easy as running a report on overdue patients. Reception or admin staff can then contact these patients during the day when the reception team isn’t busy, or if you are unsuccessful at reaching them during the day, calls can be made in the evening. I am confident you will find that more than a third of the patients you contact will be willing and even enthusiastic to book an appointment, and of course, with each appointment booked there will be a correlating increase in revenue for your practice.
I would be happy to share with you my Patient Reactivation Strategy so that you may begin generating ideas of how your practice might benefit from a targeted effort to increase your revenue through re-engaging former patients.
If this is an area of concern in your business then it would be great to chat and see what can be done to help.
(M) 07860 476 358