Open Enrollment Reactivation: How Clinics Turn Past Patients into Six-Figure Months (with Jeremy Dupont)

In this episode, Doc Danny Matta sits down with Jeremy Dupont (founder of Patch) to break down the most reliable campaign in cash PT: Open Enrollment. They cover simple and advanced playbooks for reactivating past patients, the offers that convert (and why), how to mobilize your team, and what realistic results look like for a growing clinic.

Quick Ask

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Episode Summary

• Low-hanging fruit: Reactivation beats cold lead gen. Past patients already know, like, and trust you—bring them back with a clear, time-bound offer.
• Timing that works: Run Open Enrollment mid-September to early November to avoid competing with Black Friday and holiday noise.
• Proven offers: Classic 12 for 10 pack (two “free” visits or a clear $-savings) and a higher-commitment 24 for 20 pack (often on a 3-pay plan) to grow LTV and stabilize MRR.
• Clinical cadence: Frame packages for twice-monthly visits (habit & outcomes), not “stretch it for a year.” Families often share bigger packs.
• FSA nudge: “Use it or lose it.” Encourage spending FSA dollars before year-end; HSA rolls, FSA often doesn’t.
• Manual > fancy: Individual reach-outs (text, call, in-person) outperform gimmicks. Emails nurture; humans convert.
• Team power: Involve providers in personalized follow-ups. Incentives like a Christmas week off can crush goals.
• Results you can expect: A clinic with an owner + two staff PTs commonly sells 20–30 packages when they execute well.

Lessons & Takeaways

• Offer clarity wins: Know exactly what you’re selling and how you’ll message savings and value.
• Context is king: Choose channels and scope based on capacity. Don’t flood a full schedule.
• Nurture all year: A warm list responds; a cold list ignores asks. Give value before you ask.
• Plan the calendar: Open Enrollment → Black Friday → Holidays → New Year. Map campaigns, staffing, and hiring to demand.

Mindset & Motivation

• It’s an ecosystem: Reactivation is part of your hiring, space, continuity, and cashflow strategy—not a one-off promo.
• Follow-up is a skill: Segmented, human follow-up turns “maybe later” into revenue now.
• Give, give, ask: Consistent education builds reciprocity. Then earn the right to sell.

What Works (Tactical)

• Simple path (solo or lean): Pick one clear offer (12 for 10), email your list, text/call past patients, and have providers invite current patients who are nearly out of visits.
• Advanced path (bigger teams): 5–6 email drip over 2–3 weeks, landing page specific to Open Enrollment (not your contact page), track opens/clicks and manually follow up with “warm” engagers.
• Personalization buckets: Current patients with 2–3 visits left, past patients who finished care recently, old leads who inquired but didn’t buy—each gets tailored copy and a direct ask.
• Motivate the team: Group goals (e.g., hit X packages = Christmas week off). Time off > small cash bonuses.
• Avoid time wasters: Fancy video email “personalization” tools didn’t move the needle. In-person and 1:1 messages did.

Notable Quotes

“Reactivation is the lowest hanging fruit—people who already trust you just need a clear reason to come back.”

“If the last time you emailed your list was last Open Enrollment, don’t expect fireworks.”

“Less is more: pick the right window, keep the offer simple, and follow up like a pro.”

Pro Tips for Owners

• Define the offer: Choose 12 for 10 or 24 for 20 (with 3-pay). Set the clinical cadence (2x/month).
• Own the landing page: Dedicated Open Enrollment page with a single CTA—don’t dump traffic on a generic contact form.
• Mine your analytics: Build manual follow-up lists from people who opened multiple times or clicked the CTA.
• Right-size promotion: If you’re at capacity, keep it tight (email + in-clinic). If you’re feeding 6–7 PTs, amplify everywhere.
• Think families: Position bigger packs for active households who’ll share visits across the year.

Action Items

• Pick your Open Enrollment dates (target mid-Sept to early Nov) and one offer.
• Spin up a simple landing page with FAQs and a clear “Talk to Us” form.
• Segment lists: current (low visits left), past 3–6 mo, old leads. Draft 3 tailored scripts.
• Schedule a 5-email drip and build warm-engager follow-up tasks for your team.
• Set a team goal & reward (e.g., holiday week off) and daily scoreboard.

Programs Mentioned

• PT Biz Part-Time to Full-Time 5-Day Challenge (Free): Get clear on your numbers, choose your path to full-time, and build a one-page plan.

Resources & Links

• PT Biz Website
• Free 5-Day PT Biz Challenge
• Patch (Strategy Calls & Implementation)
• Follow Jeremy on Instagram: @_jeremydupont (marketing deep dives & Open Enrollment tips)

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About the Host: Doc Danny Matta—physical therapist, entrepreneur, and founder of PT Biz and Athlete’s Potential. He’s helped over 1,000 clinicians start, grow, and scale successful cash-based practices across the U.S.