The Best Time of Year to Advertise Elective Procedures

Spring: Summer Preparation

Most people start planning for a vacation, weddings, graduations, reunions, outdoor activities and so on when the temperature begins to rise.

Spring will be best in terms of the marketing campaign for procedures which also require recovery to be done and if we are to sell them we have a good time in spring.

In cosmetic surgery, there is very much a demand for liposuction, body contouring, breast surgery and facial rejuvenation because patients want time to heal before getting to summer clothing or attending special events.

Dermatology practices may also see an increase in demand for treatments that improve skin appearance before vacation season.

Orthopedic clinics can promote programs that will help patients rejoin recreational activities when it’s warm outside.

Marketing campaigns should start a few weeks before patients are expecting results, so as to focus on planning ahead rather than planning last-minute.

Summer: A New Marketing Opportunity

Some healthcare providers fall short in advertising in the summer because they assume patients are too busy traveling.

Summer vacation schedules can slow some specialties down temporarily, but summer also opens opportunities for others.

Parents make appointments for children during school breaks like dental work, orthodontics and orthopedic treatments when they are out of session.

And college students may take a break for wisdom tooth removal, vision correction surgery, or other procedures that take longer for recovery.

Adults can also take advantage of a planned vacation time to recover from elective procedures without using additional sick leave later in the year.

Practitioners need to change their messaging in the summer to make things easier and more efficient, flexible and to recover more in the time off than just aesthetic.

Fall: One of the Strongest Advertising Seasons

For most healthcare organizations, fall is one of the most productive campaigns for elective procedures.

Many families return to their lives after summer vacations end and their children go back to school. People are usually more interested in their personal health ahead of the busy holiday season.

Fall is a strong season for cosmetic surgery as it is less humid and patients have time to recover and come to the doctor in the summer (under the guise of their clothes).

Fall procedures are generally complete before holiday gatherings and year-end events.

Orthopedic care, pain management and vein treatments, weight loss, weight management, cosmetic procedures and cosmetic procedures may benefit from advertising budgets increasing in September, October and early November.

The Holiday Season Will Still Create Appointments

In practice, many doctors feel that November and December are the most difficult months for promoting elective procedures.

Some patients put off treatment because of holiday schedules, while others are motivated during this time of year.

For many people, holiday celebrations, family events, work and travel will attract them in their appearance and confidence.

Cosmetic dermatology treatments, injectables, teeth whitening and facial rejuvenation are frequently in high demand before big holiday festivals.
Patients begin the planning of procedures they have in mind after they get home from the holidays.

This is why in November and December, when we have educational advertising campaigns, practices can build appointment pipelines for January, which is one of the busiest months of the year.

The Patient Decision Timeline

One of the major mistakes healthcare professionals undertake is advertising only when they want appointments.

Most patients looking into elective procedures do not schedule immediately. A cosmetic surgery patient might compare providers for months, review reviews, take pictures before and after the surgery, look into financing and meet family members.

Patients who are considering LASIK, dental implants, joint replacement, fertility treatments or medical weight loss also have to do extensive research before contacting a doctor and they’re very likely to do so in advance.

When marketing is effective, customers are not ready to schedule it before the business is ready to go.

Educational blog posts, videos, patient testimonials, downloadable guides and social media content can help build trust in this long-term decision process.

Match Advertising to Your Specialty

Different specialties are associated with different seasonal patterns. Your patient population will help you better allocate advertising budgets.

Medical spas can get more attention before weddings, vacations and holidays.

In the fall and winter cosmetic surgeons see more demand when recovery is easier to hide.

Orthopedic practices can advertise more heavily before recreational sports seasons or after patients are experiencing chronic pain by virtue of increased activity.

Vision correction providers sell to students during school breaks, and fertility clinics may have more inquiries during the first quarter of the year as families begin to plan for the future.

Not following the general medical trends, practice should look at past appointment data to determine their own seasonal patterns.

Awareness Prior to Demand Peaks

One of the best marketing strategies is to launch campaigns before peak demand arrives.

If your busiest consultation season is January, advertising should begin in November or December.

Marketing campaigns should begin in the winter when spring is the most busy season for cosmetic surgery.

Search engine optimization, educational content, paid search advertising, social media campaigns and email marketing all work best when they consistently build awareness over time.

Waiting until demand has already increased often means competing with practices that have already established trust with prospective patients.

Keep Marketing Consistent Throughout the Year

While there are seasons that normally make for more appointments, stopping advertising during less busy months will slow down the development in the long term.

Patients start working on procedures at different times based on their own circumstances, not by the same time, and not with the same calendar.

If you maintain consistent visibility, then your practice is always visible and you can always see your practice when people decide to start healthcare in the future when you get people to come to see you.

Year-round marketing is also good for search engine ranking and review volumes, brand recognition and a steady stream of new people to see you and future patients.

Practices that advertise consistently also have a more predictable appointment calendar.

When marketing is more seasonal, it is better to just keep the same, to keep your practice in the background and then increase it; for the first time in the year with budget levels going up or down but we will plan ahead and budget more wisely.

Planning Ahead Is Better

Healthcare marketing campaigns that work that way recognize that elective procedures are not based on impulse purchases but on thoughtful decision-making.

Patients seek out providers, know what treatment should be offered to them, think about costs and feel confident to set up an appointment. By observing seasonal trends and connecting advertising to patient behavior, healthcare practitioners can reach patients earlier in decision making.

They don’t compete when demand is most high, they position themselves as trusted resources throughout the research process. It is educational content, search engine optimization, online reviews, paid advertising and consistent branding that drives the growth in the long run.

While each specialty has its own seasonal shifts, the underlying strategy is the same: advertise before patients are ready to buy, educate as they research and keep your practice on the radar throughout the year so your practice is top of mind when they are ready to schedule their elective procedure.