Last Minute Appointment Cancellation? Fill that slot FAST with Social Media

ROI means more phone calls and appointments booked via social media

If they “like” you and “follow” you, there’s a better chance they’ll also call you.

Last minute appointment cancellations and reschedules can and do happen.  Even if it’s rare, and even if you charge your clients when this happens (on occasion), you can still maximize profits for you and your staff if you utilize social media marketing to fill those last minute empty chairs.

It’s also a great way to boost your Facebook and Twitter following, even if you never have an empty appointment slot to fill.

Step 1:  Gain More Facebook Fans & Twitter Followers

Grow your fans and followers on social media by announcing this new program to your existing patients.  Tell them during their appointments that if they like you on Facebook or follow you on Twitter, they have an opportunity to get in for last minute cancelled appointments at a discount rate.  You should also let patients who call in to book an appointment that they may be able to get in earlier if they opt-in to receiving these notifications (opting in requires a Twitter follow or a Facebook like), especially if they seem disappointed that they couldn’t get in for an appointment sooner.

Step 2:  Offer Incentives to Book Last Minute

As stated above, the incentive is to let them know that if they fill this last minute appointment slot, they get something out of it.  It can be a discount, a free product, or a gift card.  It could also just be that they are satisfied at being able to come in earlier.  It’s your call.

Step 3:  Announce Specials via Social Media the RIGHT WAY

Make the announcement through all of your social platforms.  Be brief, and offer a clear and easy-to-follow call-to-action.  This last part is most important.  Announcing the last minute deal or opening does you no good if your patients have to scramble to respond to the offering.  Make it easy for them to call and book that appointment.

Step 4: Profit!

This is a great way to get any patients into your social media spaces who have maybe been resistant to engaging with you online, which helps grow your reach to their personal networks too.  It also keeps you on their radar, so they are coming in more often for more services, spending more money with YOU!  There’s also the obvious benefit of filling appointment slots, which increases profits and makes better use of your staff’s time.

Contact our interactive marketing team to find out how you can best implement this system into your practice and other ways you can fill empty appointment slots using different marketing channels.

Maximizing audience to increase social media ROI

Our earlier article discussed how you can craft your messaging such that we make absolutely sure that your audience sees your posts.  Now, you know everything about writing good content for social media.


Next, we’ll talk about how you can grow your audience for your medical aesthetic practice.  When you increase the quantity of qualified network members, you’ll raise the number of people who act on your social media promotions.

If you’d like us to work with you on this, then please contact us for our Fan and Follower Bootcamp.  Our team can guide you every step of the way through making sure you’re doing this right.

Here are a few things that you can do to make sure you’re growing your medical aesthetic practice’s social network:

  1. Educate your staff – make sure that everyone knows what you’re doing on social media, and why it’s important for your patients to get engaged.  Your staffers should know why social media is important for your business (which is their business) as well as for your patients.
  2. Involve your staff – social media is about the personality of your business. Make sure that you’re involving your entire team in your social media activities so it reflects the personality of your office.
  3. Make it a priority for the front desk – the people at the front desk greet your patients, and spend time with them while the patients are waiting to be seen.  Make sure that your receptionist and your patient coordinators know how to help grow the network.
  4. Bonuses – if you really want to line your team up behind growing the network, offer a bonus based on network growth.  It doesn’t need to be much (it can be as simple as the boss buying lunch, or a small gift card), but offering a bonus ensures that your team is working for your network growth goals.
  5. Reward new fans and followers – your patients want something extra for themselves.  Make sure you’re giving them a reward for joining. Even a trial-size skin cream can be enough to get people to click “Like”.
  6. Recruit on your website and email – make sure you’ve got the right icons and links on your website (on the top right) and in your email (inside your signature).  This makes it easy for people to join.
  7. Reach out on your newsletter – make sure you feature your networks prominently on your email newsletter.  Periodically remind your newsletter recipients that there are special deals available ONLY on the social networks so they’ll want to join.
  8. Make it $pecial – make sure you reward your fans occasionally with ‘fans-only’ deals.  These do not need to be complicated, but they do need to reward people who have elected to join your networks.

It’s simple.  You can build a vibrant, profitable social media network for your medical aesthetic practice; you just need to devote time and effort to the growth.

Do you still think you need the help of the experts?  Just give us a call and we’ll be happy to help you lay the foundation you need for long term social media success.

Let’s Get Connected!