Here Is Your Ultimate Open Enrollment Marketing Checklist

If you only focus your marketing once a year, make it this season.

Open enrollment isn’t just for insurance companies. It’s your practice’s biggest opportunity to help patients understand their options and grow your membership plan.

Right now, patients are comparing coverage, reading fine print, and realizing their “vision benefits” don’t go as far as they thought. That means you don’t have to fight for attention—you just have to show up where they’re already looking for answers.

Here’s your step-by-step checklist to make open enrollment your most productive season yet.

1. Start with your team

Your staff are the first ones to hear, “My insurance just changed,” or “I don’t think my new plan covers this.”

Before you launch any campaigns, make sure your team feels confident talking about your membership plan. A quick, focused training can make all the difference.

• Host a short meeting or virtual refresher. Review what’s included in your plan, how monthly payments work, and who it’s best for.
  
• Provide cheat sheets or sample scripts. Try something like:
  
  
  “Many of our patients are joining our membership plan this time of year—it covers exams, discounts on glasses or contacts, and helps save on out-of-pocket costs.”
  
  
• Set goals and recognize results. Track how many patients sign up each week and celebrate your wins.
  

Confidence is contagious, so when your team understands the value, patients will too.

2. Refresh your marketing materials

It’s easy for planning materials to get outdated. Take this chance to make sure everything is clear, current, and visible.

• Review your website. Does your membership page explain what’s included? Does it link directly to your VisionHQ sign-up page?
  
• Update front desk signage. Add a short line about monthly payments or preventive care savings.
  
• Use QR codes. Perfect for front desk displays, optical counters, or patient packets.
  
• Have a few brochures on hand. Some patients still like to take something home to read later.
  

The more accessible your plan information is, the less you have to “sell” it, which means patients will start asking on their own.

3. Plan your patient outreach

The secret to open enrollment success is timing. A few small touchpoints spread out over a few weeks can go a long way.

Here’s an easy cadence to follow:

• Week 1: Send a friendly announcement email: “We’ve made vision care simple. Absolutely no insurance needed.”
  
• Week 3: Follow up with, “Still comparing plans? Our membership plan could save you more all year.”
  
• Week 5: Wrap it up with, “Final call! Stay covered and save on eye care this year.”
  

VisionHQ’s Marketing Hub can help you send, schedule, and track these campaigns all without adding to your workload.

4. Post consistently on social

Your patients spend a lot of time on social media. It’s where they see reminders that actually stick.

Try 1–2 posts per week about your membership plan. Here are a few ideas:

• A short video of your doctor explaining why membership plans help patients save on exams and eyewear.
  
• A team photo with a caption like, “Coverage changes don’t have to mean care changes.”
  
• A carousel post with slides like: “No deductibles. No limits. No insurance headaches.”
  

Keep your tone warm and approachable. Think more like a friend giving advice than a business making a pitch.

And don’t forget to link your membership sign-up page in your bio or posts!

5. Make your plan part of every patient interaction

Patients can’t sign up for what they don’t know exists. Sprinkle small reminders throughout their experience:

• Add a note in appointment confirmations or recall emails.
  
• Include a flyer in new patient folders.
  
• Mention the plan during check-in or checkout.
  

Consistency creates curiosity, and curiosity starts conversations.

6. Measure what matters

Keep an eye on what’s working. Did your website traffic spike after an email campaign? Are more patients signing up after team training?

Use that data to adjust your efforts. Every new member means more predictable revenue, more loyal patients, and fewer insurance headaches.

Final thoughts

Open enrollment can feel chaotic, but it’s also your best growth opportunity of the year. With a solid plan, clear communication, and a confident team, you can turn this season into your biggest success yet.

VisionHQ makes it easy with marketing automation, customizable plan options, and monthly payment tools that help your patients (and your team) see the value right away.