Marketing
Open Enrollment Campaign Kit: Emails, Social Posts & Office Ideas
Open enrollment is a good time to remind patients about your in-house membership plan. Many are reviewing benefits, losing coverage, changing jobs, or retiring. This kit gives you copy you can customize and use this week.
Inside: two email templates, three social posts, in-office ideas, front desk scripts, a four-week schedule, and a checklist.
1. Gather your details
Section titled “1. Gather your details”Have these ready before you start: your plans and pricing, included preventive services, treatment discounts, payment options, fees, terms and renewal policies, and your membership page or enrollment link.
You don’t need every detail in every message. Lead with one or two benefits and link to a page with the full picture.
2. Email templates
Section titled “2. Email templates”Replace every bracket with your practice’s real details. Only advertise benefits your plan actually includes.
Email A: Educational
Section titled “Email A: Educational”Subject: Open Enrollment Is Here. Let’s Talk About Your Dental Care Options.
Preview text: Before choosing next year’s benefits, explore another way to care for your smile.
As you review your benefits for the coming year, did you know there’s another way to make dental care simple and predictable?
Our office offers an in-house dental membership. Depending on the plan, it can include:
- [Preventive care benefits]
- [Included exams, cleanings, or X-rays]
- [Savings on additional treatment]
- No traditional insurance claims
Whether you’re self-employed, retired, without dental insurance, or just exploring your options, membership may be a good fit.
[Explore Our Membership Options]
Questions? Give our office a call. We’re always happy to help.
Your Dental Care Team
Email B: Short and direct
Section titled “Email B: Short and direct”Subject: New Year. New Benefits. Another Option for Your Smile.
Preview text: Dental insurance isn’t your only option. See what our membership offers.
It’s open enrollment season. Before you finalize your dental benefits, have you considered our in-house membership?
It includes [preventive services] and savings on [additional treatment], with one straightforward way to manage your dental care. Plans start at $[XX].
[See Our Membership Options]
Questions? We’re always happy to help.
Your Dental Care Team
Send Email A early in the season. If you send a second message, use a different angle rather than repeating the first.
3. Social media posts
Section titled “3. Social media posts”Three posts across the season is enough. Keep graphics simple: one headline, one benefit, one next step.
Post 1: Reminder
Graphic: YOUR SMILE. YOUR CARE. YOUR CHOICE.
It’s open enrollment season. Before choosing your dental benefits for next year, did you know our office offers an in-house dental membership? It’s a simple way to stay on top of your dental health with [key benefits]. Learn more: [link]
Post 2: No insurance
Graphic: NO DENTAL INSURANCE? YOU HAVE OPTIONS.
No dental insurance? Our in-house membership makes it easier to stay on top of preventive care, with [included services] and [additional savings or benefits]. No traditional insurance claims. Ask us at your next visit or learn more: [link]
Post 3: Another option
Graphic: DENTAL INSURANCE ISN’T YOUR ONLY OPTION.
Reviewing your dental benefits for next year? Our office offers an in-house dental membership. With [benefits], you can enjoy a simpler approach to your care. Want to compare your options? Our team would love to help. [link]
If you share pricing, confirm it is current and that required fees or limitations are clear.
4. In-office and online ideas
Section titled “4. In-office and online ideas”- Website banner: “Reviewing Your Dental Benefits? Discover Another Way to Care for Your Smile.” Add an Explore Membership Options button linked to your membership page.
- Checkout QR code: a small sign reading “Open enrollment is here. Dental insurance isn’t your only option. Ask us about our in-house membership. Scan to explore your options,” with a QR code linked to your membership or enrollment page.
- 30-second video: have the dentist or office manager say: “It’s open enrollment season, and we wanted to remind you that we offer an in-house membership right here at our office. It’s a great option if you don’t have dental insurance or you’re reviewing your benefits. It includes [key benefits], and our team would be happy to walk you through it. Just ask at your next visit.” A phone camera is fine.
5. Front desk conversation starters
Section titled “5. Front desk conversation starters”The goal isn’t a sales pitch. It’s making sure patients know their options.
| When a patient… | Try saying |
|---|---|
| Mentions losing insurance | ”We offer our own dental membership here. Would you like me to show you what’s included?” |
| Is paying out of pocket | ”Before you go, have you heard about our in-house membership? It might be worth a look for future visits.” |
| Is reviewing benefits for next year | ”While you’re looking at your dental benefits, did you know we have a membership option? I’m happy to show you how it works.” |
| Asks if it’s insurance | ”It’s not insurance. It’s a membership offered directly through our office, with specific services and benefits included. We can go over the details so you can decide if it works for you.” |
6. Reach out to the right patients
Section titled “6. Reach out to the right patients”Consider patients who have no insurance listed, usually pay out of pocket, previously asked about membership, have voiced cost concerns, or have an expired membership. Only contact patients who can appropriately receive your marketing messages, and keep the message short and relevant.
PRO users with PMS integration: Today’s Appointments shows an Insurance or No Insurance badge and membership status for each patient on the day’s schedule, which helps your team spot good conversations. Insurance status comes from your PMS and is not independently verified. See One-Click Membership Signup.
7. Four-week schedule
Section titled “7. Four-week schedule”| Week | What to do |
|---|---|
| 1 | Confirm membership details, update your website, send Email A |
| 2 | Post Social 1 and 2, put up the QR code sign, brief the front desk |
| 3 | Share the short video, reach out to interested patients |
| 4 | Send Email B, post Social 3, review results |
Adjust to your patients’ actual enrollment windows. Employer, Medicare, Marketplace, and other periods differ.
To measure results, track new enrollments, membership page visits or link clicks, patient questions, and which messages drew the most interest.
8. Launch checklist
Section titled “8. Launch checklist”- Pricing, benefits, fees, and terms are current and accurate
- Enrollment links work
- The front desk team knows the plan options
- Email and social posts are customized and scheduled
- Website banner and QR code sign are live
- Interested patients have a clear next step
After patients enroll
Section titled “After patients enroll”Make sure your team knows the enrollment steps for your version of Smile Advantage: