Maximizing year-end benefits: Why email campaigns are essential for dental practices

As year-end approaches, many dental practice owners are missing out on a prime opportunity to boost their business.

Dr. Lior Tamir.

Each year, countless patients don't use all of their insurance benefits, flexible spending accounts (FSAs), and health savings accounts (HSAs), leaving money and, importantly, necessary dental care, on the table. With a well-timed, proactive email campaign, you can remind patients that their benefits are expiring soon, motivating them to schedule appointments and complete treatments.

Let’s explore why an email marketing campaign focused on expiring benefits is a smart move and how to execute it effectively to ensure your patients (and your practice) reap the rewards.

The problem: Missed opportunities and lost revenue

Many dental practices overlook the importance of capitalizing on patients' insurance and FSA deadlines. Unfortunately, a reactive approach to these time-sensitive benefits means missed opportunities for both the patient and the practice. Up to 30% of Americans leave their benefits unused at the end of the year, often simply because they're unaware of the looming deadline. Not reminding patients of these deadlines not only results in gaps in your schedule but also impacts your annual revenue.

Without reminders, many patients put off appointments, leading to lower patient engagement during the final months of the year. This approach can leave your practice scrambling for last-minute bookings, creating inefficiencies and lost income that could have easily been prevented with a simple email campaign.

Why email marketing?

Email marketing is not only highly effective, but it is one of the most cost-efficient marketing channels. For every dollar spent on email marketing, the average return on investment is $36. It is an ideal strategy for dental practices that are working with limited marketing budgets but need big results.

When crafted properly, email campaigns provide a personalized, direct way to reach patients and keep your practice at the top of their minds. Emails that communicate a sense of urgency -- such as reminding patients of their expiring benefits -- can lead to open rates as high as 25%, making them a crucial part of your end-of-year marketing strategy.

The benefits of a proactive email campaign

Increased appointments and revenue
Reminding patients of their expiring benefits can prompt them to take action and book appointments they may have been delaying. Whether it's a routine cleaning or a larger procedure, filling your schedule before year-end is a win for both the patient and your practice. Dental practices that send year-end reminder emails see up to a 20% increase in appointment bookings during the fourth quarter.

Patient satisfaction and trust
Patients appreciate when their dentist reminds them to make the most of their insurance and FSA benefits. By reminding them of their expiring benefits, you're not only improving their dental health, you're also building trust and loyalty. Patients who receive regular, relevant communication from their dentist are more likely to return and recommend your practice to others.

Reducing no-shows
Email campaigns that include automated appointment reminders further ensure that patients don't forget their scheduled visits. Studies show that appointment reminders can reduce no-shows by up to 30%, making your practice more efficient and ensuring a steady stream of patients.

How to craft an effective email campaign

To ensure your email campaign hits the mark, follow these steps.

Segment your audience
Segment your email list based on patient needs. For instance, you can target patients who haven't visited in over six months or those who have outstanding treatments. By personalizing these emails, you can increase the likelihood of engagement. Segmenting can help patients receive information relevant to their specific situation rather than a generic reminder.

Create urgency in the subject line
A compelling subject line is critical to increasing open rates. Consider using phrases like "Don't lose your dental benefits: Book now before time runs out!" or "Use your insurance benefits before they expire!" The sense of urgency can grab patients' attention and prompt them to open the email.

Provide a clear call to action
Make it easy for patients to schedule appointments by including a clear call to action such as "Book your appointment today" or "Schedule before your benefits expire." Include a link directly to your online booking platform to streamline the process. The goal is to reduce friction and make it as convenient as possible for patients to act on your reminder.

Leverage educational content
Include brief, educational content in your email that explains the importance of using insurance benefits before they expire. For example, mention that completing necessary treatments now can save them money in the long run by preventing more costly procedures later. Including educational content builds trust and encourages patients to act in their best interest.

Follow up
Don't just send one email and call it a day. Implement a series of follow-up emails. Send an initial reminder followed by a second email one to two weeks later and finally a "last chance" reminder as the deadline approaches. Regular touchpoints can ensure your message stays top of mind.

Examples of email campaigns

The educational reminder
"Did you know your dental benefits expire at the end of the year? Book your appointment now to ensure you make the most of your insurance benefits before they're gone!"

The urgent call to action
"Don't let your dental benefits go to waste! Schedule your treatment today and maximize your coverage before December 31."

The follow-up
"There's still time to book! Hurry, your benefits expire soon, and we want to make sure you receive the care you deserve."

Maximize the year-end with email

Proactive email marketing can make all the difference as the year draws to a close. By reminding patients of their expiring benefits, you're not only filling your schedule, you're building long-term patient relationships and maximizing your practice's revenue.

With the right message, timing, and follow-up, your email campaign can turn potential missed opportunities into end-of-year wins for both your patients and your practice. If you haven't already, now is the time to craft your end-of-year email campaign. Your patients will thank you and so will your bottom line.

Editor's note: References available upon request.

The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.

Dr. Lior Tamir is a practicing dentist, entrepreneur, and digital strategist. Tamir has founded and led multiple startups that have leveraged data, AI, and design thinking.