The One Open Enrollment Hack That Can Generate $100K+
The biggest open enrollment campaigns aren't driven by a clever email or a complicated ad strategy.
They're driven by knowing exactly who needs a personal follow-up, who has already been contacted, and who still needs another touch.
In this episode, Jeremy breaks down the CRM system behind successful open enrollment campaigns and shows how to organize hundreds of current patients, past patients, and leads into simple outreach lists your team can actually work.
Episode Topics
- Why a CRM is the most important tool for open enrollment
- The difference between a CRM and your clinic's EMR
- The four groups every clinic should personally contact
- How to organize contacts using tags, properties, and views
- The three-touch follow-up system for open enrollment
- How automation can build your outreach lists for you
Your CRM Should Answer One Question
Your EMR is built for scheduling, billing, and documentation.
Your CRM has a different job:
Who do I need to reach out to today?
That's especially important during open enrollment because Jeremy says the majority of open enrollment revenue comes from personal conversations, texts, and phone calls rather than mass emails.
If you're managing those conversations from memory, scrolling through your phone, or relying on "I think we reached out to everyone," your most important sales activity has no real system behind it.
The Four Open Enrollment Lists
Jeremy recommends organizing your outreach around four primary groups.
- Package ending: Current patients with three or fewer sessions remaining who are likely to need continued care.
- Past patients: People who completed their previous package but didn't continue into another plan of care or continuity option.
- Trailing 12-month leads: People who previously inquired about the clinic but never became patients, especially leads generated during the summer.
- Warm leads: People actively engaging with the open enrollment campaign, such as clicking an email or interacting with campaign content.
Each group should have its own tag or property and its own CRM view so your team can immediately see who needs attention.
Assign Every Contact to the Right Person
Personal outreach works because it's personal.
A past patient who spent weeks working with one of your PTs should hear from that PT whenever possible, not receive a generic message from "the clinic."
Each contact should have a clear owner. For multi-provider clinics, PTs can work their own lists. For solo clinic owners, that outreach belongs to you.
Track Three Personal Reach-Outs
Jeremy recommends a minimum of three personal touches during the 2026 campaign:
- November 2: Open enrollment begins
- November 11: Mid-campaign follow-up
- November 19: Final reminder before the campaign ends
Every touch should be tracked inside the CRM with the date and a quick note about the conversation.
That way, when the second and third follow-ups arrive, you're not guessing who has already heard from you. You can immediately see the contacts who still need attention.
Let Automation Build the Lists
The system becomes significantly easier when the CRM handles the sorting.
Depending on your setup and integrations, a patient can automatically move into the appropriate view when their package is almost finished, when they complete a package without continuing, when a lead never purchases, or when someone engages with an open enrollment email.
Instead of manually sorting hundreds of contacts, your team opens the appropriate view and works the list.
Four groups. Four views. Three personal reach-outs. One owner for every contact. A tracked date for every touch.
The Takeaway
The open enrollment hack isn't complicated.
Build the right lists and personally work them.
Your emails, social posts, and landing page create awareness around the campaign. Your CRM makes sure the personal conversations that actually move people forward don't get forgotten.
The clinics that execute those conversations consistently give themselves a much better opportunity to turn open enrollment into a major year-end revenue event.
Get the Free Open Enrollment Playbook
Jeremy put together the complete Open Enrollment Playbook with the campaign setup, tags and views, three-touch outreach system, scripts for each group, emails, landing page strategy, and more.
Download the Free Open Enrollment Playbook
More Free Resources
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