Most practices close or reduce their hours at some point over the summer holidays. That’s fair enough. Your team needs a break too. But how you communicate that closure makes a real difference, both to your patients and to how quickly your appointment book fills up when you reopen.
Done badly, a holiday closure leaves patients confused, unable to get repeat prescriptions and quietly booking with someone else. Done well, it’s a chance to show you care and to line up a strong start to the new year.
Tell people early
Patients need time to plan, especially those with ongoing care. Aim to announce your holiday hours at least a month ahead, and remind people again closer to the date. Include:
- the exact dates you’re closed or running reduced hours
- the date you reopen
- what to do if they need care while you’re closed
- how to book appointments for after you reopen
Update every channel
Patients will look for your hours wherever they happen to be, so update all of them:
- Google Business Profile. Set special hours for each public holiday and closure day. Google shows these directly in search results and Maps, and wrong hours here cause more frustration than anywhere else.
- Your website. A clear banner on the home page and an update on your contact page.
- Online booking. Block out closed days so nobody books an appointment that doesn’t exist.
- Phone message. Update your voicemail with dates, after-hours options and your reopening date.
- Social media. A simple post with the key dates.
- Email or SMS. For patients with ongoing care, a direct message is worth sending.
Point people to the right care
The most important part of any closure message is what patients should do if they need help while you’re away. Depending on your practice, that might include:
- a nearby practice or after-hours service you’ve arranged cover with
- the healthdirect helpline on 1800 022 222 for health advice
- calling 000 in an emergency
Be specific and accurate. Check any arrangements with other services before you publish them.
Help patients prepare
A little forward planning prevents a lot of stress. Remind patients to:
- check whether they’ll need repeat prescriptions or referrals over the break
- book any follow-up appointments before you close, if they’re due
- keep your reopening date in mind for anything non-urgent
Line up the new year before you leave
January can be a busy month for enquiries, and patients who can’t book with you may book elsewhere. Before you close:
- open your January appointment book so patients can book ahead
- make sure online booking works while you’re away
- send recall reminders to patients due in early January
- decide who will respond to website enquiries when you reopen, and how quickly
Keep the tone warm
A closure notice is also a small piece of your brand. A friendly message that thanks patients for the year and explains clearly how to get help says a lot about how your practice treats people. Keep it simple, accurate and human.
A quick template
‘Our practice will be closed from [date] and will reopen on [date]. If you need medical advice while we’re closed, call healthdirect on 1800 022 222. In an emergency, call 000. You can book appointments for after we reopen online at any time. Thank you for your support this year, and we look forward to seeing you in the new year.’
Need help getting your holiday communications sorted? Our patient email and recall marketing service can handle the messages, and our local SEO team can make sure your Google listing is right.