Year-End Marketing: Effective Benefits ‘Use It Or Lose It’ Campaigns

It's benefits season in the eye care profession, which means it's time to launch your annual ‘Use It Or Lose It’ marketing campaign! An end-of-year campaign is simple to activate and is an effective way to drive both new and existing patients into your office. Additionally, implementing these campaigns fosters trust and appreciation among your patients. By raising awareness about available benefits that may soon be ‘lost,’ patients will appreciate your genuine concern for their well-being, thereby cultivating loyalty.

How Should I Market My Campaign?

Since this is a friendly reminder to patients that their benefits are expiring, communication is key. Think about how you normally communicate with your patients — use those same channels and switch all of your content to your ‘Use It Or Lose It’ end of year messaging. These may include:

• Social Media: Share engaging posts reminding patients of expiring benefits.
• Email Blasts: Personalized emails can be very effective.
• Text Messages: Quick, direct reminders.
• Your Website: Prominent banners or pop-ups.
• Online Advertising Banners: Across sites your patients frequently visit.
• Traditional Advertising: Postcards, newspaper/magazine ads, or even radio spots.

What’s The Most Effective Timeline?

Traditionally, ‘Use It Or Lose It’ campaigns begin in late September/early October. This timeframe helps prevent overbooking — you don’t want patients calling after seeing your message, only to be denied an appointment that prevents using their benefits before they expire. If you still have openings, it’s important to start your end-of-year campaign right away.

What Should My Content Look Like?

When it comes to creating eye-catching content, make sure you include a Call To Action (CTA). This campaign is essentially an overarching CTA, but more specifically, it's a prompt that directs the patient to take a specific, time-sensitive action.

For example: "There is no better time than now to get the most from your vision benefits. Schedule an appointment online today!" The second sentence is the call to action; it creates a sense of urgency by encouraging the patient to act immediately.  This is typically be paired with a button linked to the practice’s online scheduling tool.

Pro tip #1: An online scheduling tool is a significant efficiency driver for your staff throughout the year and especially during the busy, year-end benefits season when, without an online tool, your phones will be ringing constantly.

More Call To Action Examples:

• “Beat the rush! Use your vision benefits before they run out!” 
• “Use your 2024 benefits before you lose them!” 
• “Old year, new you! Use your vision benefits before they expire.” 
• "The clock is ticking; use your benefits before they run out."
• "There is no better time than now to get the most from your vision benefits. Schedule an appointment online today!"
• "Use it, don’t lose it! Have you used your vision benefits this year?"

Pro tip #2: Check with your vendors for pre-made ads that you can use for campaign messaging on your social media, email, printed flyers and website!

Implementing a timely year-end marketing campaign can reap rewards — if you desire additional guidance in getting started, contact PECAA Marketing Advisor, Shelby Wade! As a PECAA Max member, you can receive expert marketing advice from our Business Advisory team at no additional cost! Already a member? Book a meeting with Shelby here to get started. Not a PECAA Max Member? Contact us to learn how PECAA can help your practice thrive.