Open enrollment is one of the biggest sales opportunities of the year for a cash-based physical therapy clinic.
But the clinics that have massive Novembers don't start planning in November. They build the campaign weeks in advance.
In this episode, Jeremy breaks down the three most important pieces of a successful open enrollment campaign: getting the dates right, amplifying the offer across multiple channels, and personally reaching out to the patients and leads most likely to buy.
November and December can create a difficult cash-flow cycle for clinic owners. Patients travel, schedules change, holidays arrive, and visits can decline while payroll and rent stay exactly the same.
Open enrollment gives current patients, past patients, and warm leads an opportunity to commit to future care while helping the clinic front-load revenue before the holidays.
Jeremy shares examples from previous Patch campaigns ranging from a solo clinic generating more than $30,000 in committed revenue to larger clinics selling 55, 75, or more packages.
For 2026, Jeremy recommends running open enrollment from November 2 through November 20.
That window is intentional. It allows the campaign to finish before the flood of Black Friday marketing, gives patients an opportunity to use remaining FSA dollars, and gets the offer in front of them before holiday schedules take over.
But a November 2 launch means the work starts now.
Your offer needs to be finalized, your list needs to be built, your emails need to be written, and your campaign assets need to be ready before the doors officially open.
Open enrollment isn't an email campaign.
Your patients should see the same offer repeatedly across the channels where they already interact with your clinic.
Jeremy's 2026 campaign includes:
The goal isn't for one email or social post to make the sale. Each touch builds awareness so that when the personal conversation happens, the patient already understands the offer.
This is where Jeremy says the majority of open enrollment sales actually happen.
The clinics with the strongest campaigns don't simply send emails and wait. They identify the people most likely to benefit from the offer and personally contact them.
That list can include:
Jeremy recommends personally reaching out three times during the campaign: when open enrollment begins, around the midpoint, and immediately before the deadline.
The emails and social posts create air cover. The personal conversations drive the sales.
A strong open enrollment offer isn't simply a coupon.
The full playbook also covers how to build a value stack around the offer, create different messaging for different patient segments, structure the landing page, organize the campaign inside your CRM, involve your staff, and track every follow-up.
The goal is to make the value of continuing care clear while giving patients a compelling reason to commit during a defined window.
The difference between a strong open enrollment campaign and a few random package sales usually comes down to preparation and execution.
Get the dates right. Put the offer everywhere. Build your outreach list. Personally contact the people most likely to benefit. And track the campaign so nobody gets forgotten.
If you're planning to run open enrollment this year, the time to build it is now.
Jeremy put together a 16-page Open Enrollment Playbook with the campaign dates, offer structure, eight-email sequence, messaging angles, outreach strategy, CRM setup, landing page structure, social media plan, and campaign checklist.
Download the Free Open Enrollment Playbook
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