5 Ways to Market Custom Orthotics More Successfully
Whether covered by insurance or not, custom orthotics will cost patients a bit of money out of pocket. If they are hearing about custom orthotics for the first time during their appointment, patients may be skeptical about orthotics and hesitant to make the purchase.
The more exposure a patient has to information about custom orthotics and their benefits, the easier it is to transition into a successful prescription. Here are a few things you can do to market orthotics in a natural way and open patients up to the idea of purchasing orthotics.
Brochures and Posters
Although most advertisements nowadays are done digitally or on social media, do not underestimate the power of print! Having educational reading material available in the form of in-office posters, pamphlets, and brochures is a great teaching opportunity for patients while they are waiting for their appointments.
The more patients who know about the importance of orthotics in treating their different foot pains the better! Consider making this information available on your website or blog. You can even have information emailed to the patient for further reading after being diagnosed.
Show Patients 3D Scans of their Feet
Consider taking a scan of the patient's foot as a part of your diagnosis process. Showing the patient a 3D scan of their foot is a great tool to show the patient what is going on with the foot. Patients like to see that you can magically take a picture of their foot issues right away. It can be a similar experience to seeing an X-ray.
It can be an interesting experience and a selling point for the patients to see the advanced technology involved. Regardless of whether the patient ends up purchasing the orthotic, you have a scan of their foot that can be stored on the iPad. Patients sometimes change their mind after having time to consider custom orthotics. If this happens, sending out the orthotic order will be as simple as clicking a button!
Logo Branding and Referrals.
Although it seems small and simple, the printing on the top of the orthotic can have a big effect. Putting your name, office logo, or contact information on the orthotics you dispense can be a great way to continue to market your practice after the patient leaves your office. Your patients become walking orthotic success cases to help you generate referrals and continued revenue.
Branded custom orthotics serve as a reminder every time the patient puts on their shoes where they got the orthotics! Friends and family can also see their orthotics and know exactly where they were prescribed. If your patient meets others who have similar foot pain, referring new patients to you can be as simple as taking off their shoes and showing their orthotics!
Follow-up Care with Patients
This is one of the most important things that your office can do to be successful! Don’t just let the patient disappear once they leave the office! Continue to follow-up with them and check in to see how they are adjusting to their custom orthotics. Your patients will appreciate the extra effort you take after the initial sale to ensure their continued satisfaction and comfort!
With custom-orthotics, there is often a break-in period where the patient needs to accustom themselves to the new way they walk when wearing orthotics. Sometimes you need to make a small adjustment to the orthotic after the break-in period. This can make the difference between a happy patient and a negative experience.
Just like dentists send out yearly teeth cleaning reminders, you should also send out reminders to your custom orthotic patients. If a few years has passed since prescribing someone a pair of orthotics, consider sending out an appointment reminder. Reconnecting with them and getting them back into your office is key to good customer relations. It not only allows you to check the condition of their orthotics, but also shows patients that you truly care about improving their foot health.
Custom orthotics tend to keep their effectiveness over the years much better than prefabricated insoles. However, the materials used in making a custom orthotic such as the top cover and padding will wear out over time. You can recommend patients refurbish their orthotics at the check-up appointment if you notice wear and tear. You can also make adjustments during the refurbish process if the patient’s conditions have improved since prescription.