Campaigns • 5 min read
The January Benefits Reset: Why November Is Your Biggest Booking Month
Dental and physio benefits reset January 1 in most employer plans. Clinics that market to this expiration window in November and December consistently see a 20–30% lift in December bookings.
The window
For most employer benefit plans, unused dental and paramedical coverage expires on December 31. It does not roll over. The patient who had $1,500 in dental and used $400 has, in effect, lost $1,100 if they do not book before year-end.
Patients respond to deadlines. The clinics that send 4–6 reminder messages between November 1 and December 20 consistently outperform clinics that wait for January walk-ins.
A 4-message campaign that works
Message 1 (Nov 1): "Two months until your benefits reset. Check your remaining coverage." Message 2 (Nov 15): "Most plans cover 100% of cleanings. Have you used yours this year?" Message 3 (Dec 1): "We have appointments available this month. Book before Dec 20 to use your 2026 benefits." Message 4 (Dec 15): "Last call — Dec 20 is our final week of guaranteed pre-deadline appointments."
Send by SMS where you have permission, email where you do not. Personalize with the patient's last-visit date if possible.
What this looks like in numbers
A mid-sized GTA dental practice with 1,200 active patients running this campaign typically books 40 to 80 additional appointments in November and December. At an average $200 revenue per visit, that is $8,000 to $16,000 of additional revenue in a window that would otherwise be slow.
It is also the single highest-ROI marketing activity a clinic can run all year. The patient list is already warm.
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