Open enrollment can be one of the biggest sales opportunities of the year for a physical therapy clinic.
But sending one or two emails and posting once on Instagram isn't a campaign.
In this episode, Jeremy walks through the SCALE framework Patch uses to build complete sales campaigns, including the emails, landing pages, social content, and manual outreach that can turn open enrollment into a major revenue opportunity.
Jeremy breaks a complete sales campaign into five parts:
The framework isn't limited to open enrollment. It can also be used for New Year's campaigns, new staff PT launches, price increases, seasonal promotions, and other sales campaigns throughout the year.
Jeremy recommends planning the entire campaign before the first email goes out, including a clear start date, a real deadline, and approximately five emails throughout the campaign.
The sequence can include:
Each email should be conversational, easy to scan, visually clear, and connected to one specific call to action.
Every email, social post, and outreach message should point people toward a page built specifically for the campaign.
Jeremy recommends making the offer immediately clear above the fold, adding genuine scarcity when applicable, including social proof, explaining exactly what the patient receives, and making the next step simple.
Sending interested patients to your general clinic homepage creates unnecessary friction. The landing page should continue the exact conversation that brought them there.
Email shouldn't carry the entire campaign.
Over a two-week open enrollment period, Jeremy recommends supporting the campaign with multiple social posts, stories, graphics, in-clinic materials, and other opportunities to keep the offer visible.
Don't assume people have already seen your message. Most of your audience will only see a fraction of what you publish.
This is the part Jeremy believes most clinics skip, and it's also where he sees the biggest difference in campaign performance.
Instead of sending the same generic message to everyone, identify the people who already have a reason to consider the offer:
The outreach should feel relevant to that person's relationship with the clinic, not like a generic sales pitch.
Email creates awareness. Personal outreach helps turn that attention into a conversation.
Open enrollment isn't an email campaign. It's a coordinated sales campaign.
Plan the sequence. Build the landing page. Create the supporting content. Identify your warmest opportunities. Then consistently reach out to the people most likely to benefit from the offer.
The more intentionally those pieces work together, the stronger the campaign becomes.
Want the complete playbook to build your own campaign? Patch put together a free Open Enrollment Guide with the offer, campaign dates, emails, outreach strategy, landing page structure, CRM setup, and more.
Download the Free Open Enrollment Playbook
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