The holiday season is a pivotal time for your practice and marketing plan. November and December are busy times for your patients and community. So, it is important to keep your practice top of mind during the holiday rush. One way is to send out holiday postcards to past patients and referral partners. Holiday postcards can be more than just well wishes—they can generate new appointments and referrals too!
The core component of effective postcard marketing is to keep it simple. You have limited space to convey your message so adding in too much can confuse the recipient. Instead, opt for a straightforward message that is both easy to understand and visually appealing. Let’s look at some ideas for holiday postcards for your PT practice:
3 Holiday Postcard Ideas for Physical Therapists
1) Marketing Goal: Patient Reactivation
The holiday season brings its own host of seasonal injuries and pains. Whether its cold weather joint stiffness, back pain from shoveling snow, or strains from carrying heavy boxes and decorations, the holidays are often a time for PT. But, patients usually drop this to the bottom of their long to-do list. You need to emphasize the importance of taking care of oneself and staying healthy—so that they can truly enjoy the holidays.
Holiday postcards for patient reactivation should use realistic imagery like shoveling snow or carrying shopping bags. Include a thought-provoking headline, “Breaking your back shoveling snow? Or Are you in pain from decking the halls?” Next, use easy to follow steps to get patients to book an appointment. Lastly, drive home your CTA to get patients to call or visit your website to make an appointment today. It is important to drive home the “today” piece as many patients already have a million things going on during the holidays—they need to act now.
2) Brand Goal: Community Relations
The holidays are a great time to network with local businesses and organizations. We do not recommend sending out holiday postcards to individual members of the community. During this time of year, people’s mailboxes are already filled with catalogs and greeting cards. Instead, reach out to 3-5 community groups like the Chamber of Commerce, Junior League, Ruritan/Kiwanis Clubs, country clubs etc. Ask if you can distribute postcards at their holiday event or have some included in gift bags. This gets your postcard directly into the hands of a potential patient. Be sure to use a design and messaging that suits your audience—such as a higher end look for Junior League or country clubs, or a holiday-neutral theme for business associations.
3) Business Goal: Patient to Patient Referrals
During the holidays, people often meet up with friends and family that they don’t see throughout the year. This means catching up on how everyone has been doing the past months, which may mean talking about injuries or surgeries. What if your patients could help a friend or family member in pain by referring them to your clinic? Holiday postcards with a clear referral marketing strategy get patients to share their positive PT experience with others and to help them feel better. A referral incentive, such as a free item or gift card, can help encourage patients by keeping your postcard top of mind.
Timing Your Postcard Campaign
As the holidays approach, you want to have your practice’s marketing ready to go well in advance. You should coordinate your holiday postcards to be mailed by early December so that they arrive before folks are too consumed with seasonal events. If you are supplying postcards to a community event, you want to have them at the office at least 2 weeks beforehand so that they can be added to gift bags or programs.
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