For many practices, January is a month of two halves. The first week or two can be quiet while people are still on holiday. Then enquiries pick up as routines restart, and practices that aren’t ready can miss a lot of them.
Understanding where January enquiries come from helps you prepare properly. Here are the most common sources, and what you can do about each one.
People catching up on health they put off
December is busy for everyone. Plenty of people put off appointments until after the holidays: the check-up they’ve been meaning to book, the niggling injury, the skin spot they noticed over summer. When they get back into their routine, they start searching.
Be ready by: making sure your service pages and Google Business Profile are up to date, and that online booking is open well into January before you close for the break.
People who’ve moved
The summer holidays are a popular time to move house, and new residents need a new GP, dentist or physio. These people search for practices near their new address, often with no existing loyalty to anyone.
Be ready by: making sure you show up in local search for your suburb and the surrounding areas, and that your website clearly explains how to become a new patient.
Families preparing for the school year
Late January brings the back-to-school rush. Parents book dental check-ups, eye tests, physio for sporting injuries and GP visits before term starts.
Be ready by: making sure your website explains the services you offer for children and families, and that your booking system makes family appointments easy.
Patients thinking about their health fund
For many people with extras cover, annual limits reset at the start of the calendar year, depending on their fund. Some patients plan appointments around that. As always, keep any messaging factual and focused on care rather than benefits.
People with new health goals
The new year is when many people decide to take their health more seriously, whether that’s getting fitter, managing a long-standing condition or finally dealing with an old injury. Educational content on your website, like articles that answer common questions, helps these people find you while they research.
Keep the tone helpful and avoid suggesting people need treatment they don’t. The advertising rules prohibit encouraging unnecessary use of health services, and new-year messaging can drift that way if you’re not careful.
Patients who couldn’t reach their usual practice
When practices close over the holidays, some patients look elsewhere, and some don’t go back. If your practice was open or reopens early, those patients may find you. If you were closed, the reverse is true.
Be ready by: communicating your holiday hours clearly, keeping your Google listing accurate and sending recall reminders so your existing patients book with you when you reopen.
How to prepare in December
- Open your January appointment book early and make sure online booking works over the break.
- Update your Google Business Profile with accurate holiday hours.
- Schedule recall reminders for patients due in January.
- Check your Google Ads budgets and schedules for the new year.
- Plan who will respond to website enquiries in the first week back, and how quickly.
Track where January enquiries come from
Every practice is different. The best way to understand your own January is to track it. Note where each new enquiry came from: search, maps, ads, referral or word of mouth. After a year or two, you’ll know exactly when to ramp up and where to focus.
Want to make sure your practice is ready for the new year? Our free practice growth audit reviews your visibility, website and booking journey, so you can head into January with a clear plan.