Question 1

When should I start planning my holiday specials?

Accepted Answer

Since holiday specials are time-sensitive, it can be in your best interest to plan your offers and creative strategies in October so you’re ready to launch by early November. This provides ample time for your campaigns to gain traction before Thanksgiving, Black Friday, and Cyber Monday when email inboxes and social feeds typically become more crowded. Promotions and gift card campaigns can often run through mid-December in the midst of the gift-giving season, while follow-up campaigns and New Year’s specials can continue into January.

Question 2

What types of holiday specials are best for dental and medical practices?

Accepted Answer

The most effective options for elective healthcare generally include bundled treatment packages, discounts on semi-annual dental exams, complimentary add-ons with the purchase of a booked service, gift cards with bonus value, and referral rewards, among other promos. We recommend extending offers that support your practice’s strengths, specialties, and the services your patients inquire most about.

Question 3

Which one should I focus on, email or social media campaigns?

Accepted Answer

Dentists and medical professionals should ideally leverage both channels since each avenue plays a different role in your overall marketing strategy. Social media helps you reach new audiences and build visibility on a platform where potential patients already spend their time. Email promos speak directly to people who already know your practice and are more likely to book an appointment. A strategy in which both campaigns run together — while maintaining consistent messaging and visuals — reinforces your offer at multiple touchpoints.

Question 4

How many holiday emails should I send?

Accepted Answer

Rather than spamming the inboxes of patients on your email list, a short and planned sequence usually outperforms a high volume of messages. Many practices see results with an announcement email, a mid-campaign reminder, and a final “last chance” message before the offer expires. Segmenting your list by interest or treatment history can also keep each message relevant and applicable to the person receiving the promo, often reducing the rate of unsubscribers.

Question 5

Should I mention FSA and HSA deadlines in our holiday campaigns?

Accepted Answer

Although year-end benefit deadlines can be a strong motivator for eligible services (such as many dental and eye care treatments), cosmetic services are generally not eligible for FSA or HSA reimbursement. It’s recommended to avoid implying eligibility for elective treatments and encourage patients to confirm any potential coverage with their plan administrator.

Question 6

Can I use patient testimonials and before-and-after photos in my holiday campaigns?

Accepted Answer

Yes, but only with documented and written authorization from the patient that covers how and where the content will appear. Before-and-after photos and testimonials can be powerful, but they’re subject to privacy regulations, platform advertising policies, and other considerations that are important to keep in mind while planning your holiday promotions.

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