We have clients in every corner of the United States. We understand that there is a seasonal aspect to this business. Snowbirds leave the Northeast (lessening the 65+ population in that area) and head for warmer climates starting as early as October and for some extending their stay well into April. The warmer climates experience the same trend in reverse from April through October.
The northern states must plan for weather that is too cold and snowy. The southern states must plan for high temperature for days or for weeks on end.
So, What’s Your Plan?
If you don’t have a plan, then start with these 5 ideas. They may or may not be the solution, but sitting around worrying about the “slow” months probably isn’t going to solve anything either.
It’s always a good idea to have a Plan B for everything. But a Plan B is essential if you’re planning a marketing event. An Open House in mid March in Connecticut can easily be ruined by a freak snow/ice storm. Incorporate a “weather emergency” date as part of all your planned events.
Probably, never a popular “to-do” for any of your employees, your patient recall goals can and probably should fluctuate. Set higher goals during the months you know will be slow. Lower the goals during the busier months when you know your staff will also be busier.
Tested Not Sold
They’re just sitting there. Piles (well hopefully not piles) of patient’s who walked. Use your slow time to contact these patients. You already know they’re good candidates. Don’t be a wimpy, don’t send a letter, pick up the phone and call them.
Ideally your advertising and marketing should be planned out months ahead. Use the slow months to plan. If you wait until things get hectic, odds are the planning process will more closely resemble “hurry up and get it done” and less, “let’s base this on historical data, trends and goals”.
Go Where the Business Is!
You know they’re out there, assisted living centers, nursing homes and skilled care facilities. If patients can’t come to you because of the weather, then you need to consider going to them. Just make sure you don’t start something you can’t continue once the weather is more favorable.