Why Is September A Good Time To Start Thinking About Flex Plans?

As we come out of the dog days of summer, it is difficult to think about anything other than the need for immediate surgeries.  This is a common mistake for practices in the elective surgery world.  Although it is understood that practices are usually looking for a rebound in the number of surgeries that fell in the summer, it is also equally important to be forward thinking and place the necessary efforts in September to have an amazing January.  Many practices’ January numbers account for up to 30% of their year.

How does this happen?  They understand the flex plan game and start pushing it in September.

So, what’s the game?  September and October are typical months for companies that offer flex plans to notify their employees of the need for enrollment in their flex plans.  This means, the employee needs to think about how much money they want to allocate to that account.  With the way the rules stand now, they don’t want to allocate too much money to the account if they don’t think they will use it all in the upcoming year.  Why, because if they don’t use it all, they will lose it, and that simply defeats the purpose.  This is why a timely advertisement explaining the benefit of using a flex plan for elective procedures can be extremely effective.

The prospect will be receptive to any messaging that involves a decision or circumstance for which they can relate.  We call this “having their antenna high” to receive the message. The only challenge from there is how to articulate the message so it is received openly and causes the prospect to take action.  All too often, practices try to place these ads, or talk to the patients in consults, about this subject in December or even January, when it is usually too late (aside from the occasional extension a company may provide).

Now, are we saying that a practice should focus all of its efforts in September towards booking for January?  The short answer is no.  There is a way to capitalize on the mindset of the buyer for the short term.  With a well thought out marketing plan, you can also attract prospects that are ready to move in September.  The trick is to just think it through, allocate the dollars correctly, know the prospects mindset and be prepared to speak to them about their options confidently.

If you would like to discuss these topics or find out more about what Fast Track Marketing can offer your practice, call Brandi Musgrave at 303.731.2634 or email her at brandi@fast-trackmarketing.com.