August is statistically the busiest month of the year, a long month with few holidays and rare weather problems, adding up to lots of practice days. If you’re going to vacation in August, make it very late in the month, toward Labor Day, or you’ll miss some opportunities to boost your services.

People are moving into the "getting ready for school" mode — get their attention early, and make it your business to promote spinal screenings for school kids both within and outside the practice. In many states, it’s mandatory, but even if that’s not so in your state, most parents see the value if you bother to explain it to them simply and logically.

Keep your focus, avoid summer doldrums, and notice if your PVA is growing steadily over the year — it’s a sign that your message is coming across. Also, check your past marketing calendars to see if you attracted the number and type of patients you wanted over the last seven months — if you need to adjust your new patient machine, make whatever refinements you need and get back in the driver’s seat.