Every fall, clinics across Canada start to notice the same pattern: October can feel a little quieter, and then December arrives with a rush of patients hoping to book before their extended health benefits reset. Because many benefit plans follow the calendar year, unused coverage may expire on December 31. That makes fall a great time to gently remind patients about the benefits they may still have available.
With a little planning, healthcare email marketing can help you:
- Fill quieter appointment times in October and November
- Reduce some of the last-minute December rush
- Reconnect with patients you haven’t seen in a while
- Encourage patients to make use of coverage they may already have
Start With the Patients You Already Know
Your existing patient list is one of the best places to start. These patients already know your clinic and your team. In many cases, they may simply need a friendly reminder that the end of the year is approaching.
Consider reaching out to:
- Patients who haven’t booked in the last three to six months
- Patients who started a treatment plan but haven’t returned
- Patients who may be due for a follow-up appointment
- Households where one person has visited recently but others haven’t
A short, helpful message can be an effective form of patient engagement without feeling overly promotional.
The goal isn’t to pressure patients into booking. It’s simply to remind them that they may have benefits available and give them an easy way to schedule care if they need it.
Keep Your Fall Campaign Simple
You don’t need a complicated campaign to get your message across. A few well-timed reminders over six to eight weeks can be enough.
For example:
- Early October: Send an email reminding patients that many benefit plans reset at the end of the year. Include a clear online booking link.
- Early November: Follow up with patients who haven’t booked and share a similar reminder on social media.
- Early December: Send one final, brief reminder and let patients know about any remaining appointment availability.
You can also pair your emails with SMS reminders for patients who have opted in to receive texts. Most importantly, make booking easy. Your online booking link should be clear, visible and easy to access from every message. If you’d rather have a strategy mapped out for you, our email marketing team helps clinics plan campaigns like these throughout the year.
Don’t Forget About New Patients
Year-end benefit reminders don’t have to be limited to your current patient list.
People in your community may also be thinking about unused benefits as the end of the year approaches. A timely Google or Meta campaign can help your clinic appear while those potential patients are actively considering booking care.
This can make year-end benefit messaging a useful addition to your overall new patient marketing strategy.
Keep the Message Helpful, Not Pushy
Patients can usually tell when a message is genuinely helpful versus overly promotional.
Keep your communication simple, informative and patient-focused. Avoid creating unnecessary urgency or promising specific treatment results.
It’s also a good idea to remind patients that:
- Coverage varies between insurance providers and employers
- They should confirm their individual plan details
- Appointment availability may become more limited closer to year-end
All email and text campaigns should also follow CASL requirements, including proper consent and an easy way for patients to unsubscribe.
Frequently Asked Questions
When should clinics start reminding patients about unused benefits?
Early October is a great time to start. It gives patients plenty of time to review their coverage and book an appointment before schedules become busier in December.
How can I encourage patients to use their benefits before year-end?
Keep it simple. Send a friendly email with a clear booking link, then follow up with one or two reminders as the end of the year gets closer. You can also encourage patients to check their coverage directly with their insurer.
Can clinics text patients about unused benefits?
Yes, provided the patient has given consent to receive those messages. Keep texts short, helpful and compliant with CASL requirements.
Can a year-end benefits campaign help attract new patients?
Absolutely. Local ads and social posts can help reach people who are thinking about using their benefits but haven’t chosen a clinic yet. Our Google Ads campaigns can help clinics reach those potential patients at the right time.
Make Year-End Benefits Part of Your Fall Marketing Plan
Year-end benefits are one of the more predictable opportunities in a clinic’s marketing calendar. Starting the conversation earlier can help fill quieter weeks, reduce some of the pressure on your December schedule and give patients a helpful reminder to check the coverage they already have.
Plan Your Year-End Benefits Campaign
Want help creating a year-end benefits campaign that feels helpful, timely and true to your clinic? Book a consultation with Panel Marketing that can help you plan the messaging, timing and channels that make the most sense for your patients.