How to Market Your New Practice Using a Waitlist (Without Ads!)
Most doctors and veterinarians get caught up in the chaos of building a startup practice, juggling emails from architects & CPAs. But my waitlist strategy for new practices is how you will grow a vet clinic, med spa, or concierge medical practice you feel lucky to own. (Plus, you'll hit the ground running with a client list from day 1!)In this blog you'll learn:
Why your startup practice needs a waitlist
How to automate your startup practice waitlist
How to create demand for your startup with a waitlist
How a waitlist can help you filter potential clients
Why does your startup practice need a waitlist?
Let's be real - people want what they can't have. Launching your startup practice with a waitlist piques curiosity and builds demand for what's coming. Plus, if you're already paying for a commercial lease or mortgage, why not get that space working for you ASAP?
Beyond creating demand, having a waitlist for your startup practice allows you to introduce yourself to the community you plan on serving. They can find out what sort of medicine you practice and determine if you're a fit for their needs.
Not only that but building your waitlist means you hit the ground running on day 1. You'll open with a list of potential clients for your private practice, or even with appointments booked!
How do you automate your startup practice waitlist?
A simple way to create a waitlist for your practice that's fairly automated is to use an email software, like Kit.
Joining the waitlist works like this:
The potential client either scans a QR code or clicks a link
The link or QR code drives them to a landing page
They enter their information
You have email automations set up to deliver their offer, build rapport, and let them know when they can start booking
How to create demand for your startup with a waitlist?
If you want to get the people going with your waitlist, you need to have clarity on:
-What problem your startup practice solves
-Who you solve that problem for
-How you solve it in a unique way
(Related blog: WTF Is Your Problem - Defining what makes your practice unique)
Having clarity on those basics will help you really talk to the people on your waitlist, helping them to feel aligned with your vision. (Hello, clients you'll feel lucky to have!)
To make the waitlist extra enticing, I'd also recommend a special offer. For example, my client Dr. Crimson Primcias at Bark Ave. Veterinary Services launched her waitlist with one of my favorite offers - a credit toward the practice. Anyone who signed up for her vet clinic's waitlist gets a $50 credit toward their first visit sent to them via email, good for 6 months after they open.
(I generally suggest ADDING value vs. discounting, but that can depend on the desired demographic you aim to attract.)
How do you get people on your private practice waitlist?
This is where you can let your marketing creativity run wild. Anywhere you're talking about your future practice, you should be talking about the waitlist.
This could look like:
Linking the waitlist in your Instagram bio
Shouting out the link to the waitlist on a podcast
Having a QR code for the waitlist on window clings on your location during the build-out phase
Attending community events and sharing flyers with your QR code
All of these ideas are powerful, but if your practice is in a highly trafficked area, do not sleep on using the space as soon as you can!
Dr. Crimson Primcias' practice is in a strip mall next to a Target. My agency, The Snout Group, took advantage of that by designing a huge window cling mural to cover the windows during the build-out. On that mural - you guessed it - a QR code to the waitlist.
Window clings advertising waitlist. (Design by The Snout Group)
How a Waitlist Creates Demand for Your Practice
You're excited to open your private practice, but is the community? Having a waitlist is how you are going to create demand.
To get your community excited about your vet clinic or medical practice, consider:
A special offer that is exclusive to those on your waitlist
Early access to your services for those on your waitlist
An invite-only event for those on your waitlist
From there, you need to get people involved in the process! Get the community involved by using your waitlist to:
Describe your backstory and vision
Show how your practice will benefit the community
Get feedback on design choices
Release exclusive sneak peeks and updates
If you're planning an open house or creating merch for your practice, let your waitlist know. Building demand is all about painting a picture for your dream client using email!
How can a waitlist can help you filter potential clients?
I know you want to grow your startup practice quickly, but remember that quality trumps quantity when it comes to clientele. If you want to own a practice that's anything but corporate and cookie-cutter, you need to clearly define your dream client.
Having a defined dream client will help you stay on the path to building a practice you feel lucky to own, vs. a clinic full of energy-sucking demon clients who distract you from your goals. (I say "demon clients" to be dramatic. They might be super nice people, but catering to EVERYONE will burn you out, and that is NOT an exaggeration!)
After your waitlist email sequence sends your offer to potential clients, it's time to show who you are. Send emails that tell your story, why you're building this practice, and what's different about it that they're going to love.
You can also start sending emails that explain your point of view on practicing.
For example, if you're a veterinary practice that believes in low-stress visits - talk about that!
If you're a med spa focusing on holistic solutions, talk about why!
Don't hold back here. Educating people on your POV is a great way to ensure the RIGHT people from your waitlist become clients.
FAQs About Creating a Waitlist for Your Startup Practice
1. What is the purpose of a waitlist for a startup practice?
A waitlist gets the people going! It creates demand and ensures you hit the dream client jackpot on day 1. Bonus? You can start building bonds with the community before you even open!
2. How far in advance should I start promoting my waitlist?
Ideally, you should start promoting your waitlist 3–6 months before your launch. This gives you time to build awareness, engage with potential clients, and refine your offerings based on feedback.
3. What tools can I use to create and manage my waitlist?
Email marketing platforms like Kit are great options. Unlike most practice management software or reminder tools, a real email marketing platform is going to let you set up automated sequences of emails.
4. How do I get people to sign up for my waitlist?
Don't be shy! Promote tf out of this thing —social media, podcasts, community events, and even with window clings on your location during the build-out phase. Adding a special offer or incentive can also encourage signups.
5. Should I offer an incentive for joining the waitlist?
Incentives can be powerful, but beware discounting to avoid client who will expect that. (Unless that is your dream client, then go off!) Focus on adding value rather than offering discounts. Examples include credits toward services, exclusive perks, early booking access, or invites to things like open house events.
6. How do I automate my waitlist to save time?
Use QR codes or links that lead to a landing page where potential clients can sign up. Set up an automated email sequence to confirm their signup, share your story, and keep them engaged until you launch.
7. Can a waitlist help me attract the right type of clients?
Absolutely. Use your waitlist communications to define your practice's vision, values, and unique approach. This helps filter out clients who aren't aligned with your goals, leaving you with a dream client base.
8. What should I include on my waitlist landing page?
Your landing page should clearly explain:
What your practice offers
The benefits of joining the waitlist
Any incentives for signing up
A simple form to collect contact information
9. How can I keep waitlist subscribers engaged before opening day?
Send regular emails with updates on your progress, sneak peeks of your practice, and educational content that aligns with your values. Build excitement by sharing your journey and giving subscribers insider access.
10. What if my waitlist doesn't grow as quickly as I hoped?
Revisit your messaging to ensure it resonates with your audience. Focus on the problem your practice solves and the unique value you provide. Collaborate with local businesses, attend community events, and leverage social proof to boost interest.
11. Can I use my waitlist data after launching my practice?
Yes! Your waitlist is an excellent resource for ongoing marketing. Segment your email list to offer personalized communications and continue nurturing relationships with your clients.
Need help creating a waitlist for your practice?
My team and I can help you get clarity on your offer, what makes you unique, and develop a plan to communicate it.
Options to work with us start at $3333, with payment plans available. Get on my waitlist, and we'll contact you to discuss a custom waitlist strategy for your practice!