E860 | The Open Enrollment Playbook w/ Jeremy Dupont: How to Reactivate, Retain, and Scale

Every fall, most clinics brace for a slowdown.
Schedules thin out, cancellations spike, and holiday distractions hit hard.

But one simple system has quietly flipped that script for dozens of cash-based clinics — turning the slowest months of the year into six-figure wins.

It’s not a new ad strategy.
It’s not a fancy funnel.
It’s something almost every owner is sitting on right now and not using: their existing patient list.

That’s what this week’s episode with Jeremy Dupont from Patch is all about.
How a simple “Open Enrollment” reactivation campaign can bring old patients back, fill schedules, and stabilize cashflow before the holidays hit.

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The Gold Mine You’re Sitting On

Years ago, Danny ran his first open enrollment at Athlete’s Potential.
He called it that because it sounded official — like health insurance open enrollment.
They offered 12 sessions for the price of 10.

No ads. No tech. Just manual outreach.
Six or eight patients jumped in that first year — bringing in around $15,000.

Not a massive number… until you realize it cost nothing.
It was money just sitting in the database.

Fast-forward to today — clinics inside the PT Biz Mastermind are pulling in $100K + using the same framework, refined and scaled with Patch.
Why? Because the fundamentals haven’t changed:
people who already know, like, and trust you are the easiest ones to help again.

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The Two Offers That Win

Jeremy breaks it down simply:

• 12 for 10 sessions: Great starter offer. Two free visits or clear dollar savings.

• 24 for 20 sessions: Higher-commitment package, often split into three monthly payments.

Both give patients an incentive to pre-buy care, and both stabilize revenue heading into Q1.
Clinics also use the FSA angle — reminding patients to use their pre-tax dollars before they disappear.

The key? Frame the offer around momentum — not scarcity.
Tell patients, “This isn’t meant to last all year. It’s your first six months of health already taken care of.”

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The Manual Touch Wins

Fancy automations are cool, but they don’t beat human follow-up.
Danny and Jeremy both agree: the biggest returns come from manual reach-outs.

Email + text + face-to-face conversations.

The most successful clinics personalize outreach:

• Current patients with only a couple sessions left

• Past patients who dropped off after care

• Leads who never converted

Those simple, human conversations convert far better than any “perfect” ad.

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The Team Bonus That Worked

At Athlete’s Potential, the staff crushed their Open Enrollment goal last year.
Their reward?
The entire week of Christmas off — fully paid.

That one incentive lit a fire under the team.
Everyone tracked their sales, encouraged each other, and ended the year strong.

Time off > cash bonuses.
Especially when December’s already slow.

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Your Challenge This Week

1. Run your own Open Enrollment.
   Pick a two-week window and decide your offer (12 for 10 or 24 for 20).

2. Reach out manually.
   Don’t overthink it — text, call, or email 10 past patients each day.

3. Make it a team mission.
   Set a shared goal and choose a reward that matters.

Remember: this isn’t about discounts — it’s about momentum.
It’s about serving the people who already trust you and turning quiet months into confident ones.

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Final Thought

Most clinics chase new leads.
But growth often hides in plain sight — in the people who already said yes once.

The best marketing isn’t another ad; it’s reconnection.

When you serve your past patients again, you’re not just filling the calendar — you’re rebuilding relationships that keep your clinic strong.

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

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Podcast Transcript

Danny: [00:00:00] What's going on? Danny Matta here with PT Biz and the PT Entrepreneur podcast and we got [00:00:05] Jeremy DuPont back, the big brain and cash BT marketing owner patch getting, [00:00:10] getting into reactivation campaigns, which are, these are, these are actually [00:00:15] the. For me, my favorite type of, you know, things to talk about as far as marketing is [00:00:20] concerned because it is just the lowest hanging fruit for most businesses that, that I talk [00:00:25] to is just getting the people that already know, like, and trust them to come back and buy from them again.

[00:00:30] So, uh, Jeremy, you guys have been running, you know, these open enrollment as we call 'em, sort of campaigns for, [00:00:35] uh, for a long time and you're deep in it right now, right? Because this is the time of the year that you guys are really getting, [00:00:40] after helping people establish these campaigns and run 'em.

Jeremy: Yeah, totally.

I think like, I obviously [00:00:45] ran it for my clinic three times and then we've done it, you know, this would be our [00:00:50] second year of doing it with Patch as well. So we're running it for, you know, [00:00:55] uh, you know, up to a hundred clinics this year of like different iterations of [00:01:00] open enrollment too, because I think that's an important thing to remember with all of this, of like, I think you can systemize like the [00:01:05] offer and the approach, but.

Your marketing also has to be very specific to like, who are you selling this [00:01:10] to and what is your demographic and do you wanna just sell it to [00:01:15] like the old school way of doing it, of like just, you know, past patients, these people know, like, and trust you and [00:01:20] these are gonna be really easy people to reactivate or do you want to open it up to a bigger [00:01:25] audience and really start to push this on, on different platforms.

So yeah, I think, you know, this [00:01:30] is always a fun time of year too, and this is a lot of what I've been talking with about, with a lot of the clinic [00:01:35] owners is. You've obviously got this window right now of open enrollment in October and November where like you [00:01:40] should be running this campaign, this reactivation campaign.

But then you also have to think about too, of like, okay, we [00:01:45] got Black Friday coming up and there's the holidays coming up and then New Year. So making sure you're [00:01:50] planning these things correctly is also a really big part of this as well. And that's gonna determine [00:01:55] like, who are you marketing open enrollments to and what is the rest of the year in your marketing [00:02:00] side of things look like.

So yeah, I think, you know, regardless though, open enrollment is just one of those [00:02:05] like. Tried and true things that you figured out way back when, and it [00:02:10] still works to this day.

Danny: You know, the, the funny backstory, uh, [00:02:15] I'll see if I can find the book. Um.

No, [00:02:20] it's, so I was in the Russell Brunson [00:02:25] Digital Marketing Mastermind. This is in 2000, God dude, must have been [00:02:30] 2016. Nice. Yeah. And as part of this, uh, as part of this year [00:02:35] long program that I was in, they sent us a book quarterly. And one of [00:02:40] the books that I got was this huge, I mean, it's just like. Huge [00:02:45] book.

It was just like flat black color, and it literally had like almost [00:02:50] no title. It was like, I forget the guy's name, well known in the marketing space, but like an older sort of [00:02:55] marketer. Uh, if I can find the book, I'll, I'll, uh, let you know the name of it. I, and long story [00:03:00] short is I don't really read. If something is big, like if it's a big book, I'll get [00:03:05] intimidated and I'm like, that's not happening for me.

I'll get the audio book. But this wasn't that kind of book. It was very tactical. [00:03:10] So. You know, I'm like, well damn man, I'm paying a lot of money to be in this. I might as well [00:03:15] try. Uh, and I try to read the intro and I'm like, this is bullshit. Skip. Right? And I just [00:03:20] open up to another section and, and it was essentially, it was titled like The Gold Mine you're [00:03:25] sitting on or something like that.

And he basically just was, it was like, essentially like a, almost like a letter [00:03:30] form of how he was describing. Why you should really, uh, not forget your [00:03:35] past customers and how most businesses, that's just an area that they just forget about and it's, it's [00:03:40] literally, you know, low hanging fruit that, that we really don't do much with.

And, um, [00:03:45] so, you know, I wanted, I wanted to do something that sounded like insurance because. [00:03:50] I mean, we, we, we wanted it to sound like it was, I guess, official. [00:03:55] And so open enrollment is, is when you can, you know, you can buy insurance or you can get insurance or switch [00:04:00] insurance, uh, on the, the government platform.

So that's why we called it that. And the first year [00:04:05] that we did it, yeah, I think we had like six or eight people that just bought packages again, and it was all manual. Like we [00:04:10] literally just talked to people, you know. Okay. Yeah. Um, when, when we, uh, when we did that and we were like, damn, this is crazy.

[00:04:15] Because at the time, I mean, that was probably for us. 12 to [00:04:20] $15,000 in revenue. You know, that was basically, I mean, I wouldn't say it was huge. That was probably [00:04:25] like half a month's worth of revenue, but even still. We didn't, I mean, pay [00:04:30] anything for it, nothing like that. And it's just sort of like iterated and, and it has, uh, really [00:04:35] gotten more sophisticated since then.

And I, I'll say, you know, what's been, what's been cool is [00:04:40] people in the Mastermind, like you in particular took open enrollment and was like, [00:04:45] Hmm, that's cool, but what if we did this? You know? And then it was like, then we went from doing like 10, 12, [00:04:50] $20,000. A reactivation campaign to now it's like not uncommon for people to [00:04:55] do six figures.

What, what would you say? Maybe you, you know, better than I do, like the [00:05:00] most that somebody's been able to generate from a reactivation campaign, like open enrollment. I think we [00:05:05] had

Jeremy: somebody hit like one 50 plus with one of these. Um, so you, there's like, [00:05:10] these are, you know, clinics that have been around for a while and this isn't their first time running open [00:05:15] enrollment.

Do all the things that are successful with open enrollment of sending [00:05:20] all the emails out, doing all the manual reach out. But yeah, I mean, 150,000 bucks, [00:05:25] um, as a, as a one-off is, is huge, especially going into the holidays. It's awesome.

Danny: A hundred [00:05:30] percent. I mean, and that was a, yeah, that was a big emphasis of too, is 'cause the first, the first, um, [00:05:35] really one to two Christmases.

I thought for sure our clinic was going out of business because in December you [00:05:40] just get so slow, man. No one tells you that, especially about like cycl [00:05:45] cyclical nature of these businesses. Um. It's terrifying if you don't know it's coming. [00:05:50] So to bolster cash reserves, it's a really good way to go about that and puts you in a far [00:05:55] better position.

Uh, heading into Q1, which typically is the one of the busier parts of [00:06:00] the year, right? People are trying to get back into h. You know, shape, like they're, they're looking for help [00:06:05] to get over injuries so they can be active again. So it, it's a good time to do it as long as people don't wait too [00:06:10] late. The only time that I see people run into trouble is they get too close to like, you know, mid to end of [00:06:15] November and then they're competing with Black Friday and they're competing with.

[00:06:20] Christmas and you know, you'll lose those. Uh, but if you can be kind of like, you know, mid-September to [00:06:25] early November, I think that's a really time, a good time to do it. Um, but, but let's do this. Let's talk about [00:06:30] two paths that people can take for these reactivation campaigns. We'll talk about this one in particular, but you can do these for [00:06:35] really.

Any number of things you wanna do. It could be, Hey, St. Patrick's Day, because of that, we're [00:06:40] doing a special whatever. Like, it's just a reason why campaign. So, you know, for this one, it's [00:06:45] specifically, uh, titled Open Enrollment, but it can be whatever. But if you had to say, okay, you're a [00:06:50] clinic, you're, it's one person.

Um, they're working on getting their schedule busier. They don't have a lot of [00:06:55] tech skills, they don't have a big tech stack. They don't have a marketing company to work with. [00:07:00] What's the simple path that they can take to get the best outcome when it comes to reactivating people in a, [00:07:05] in a campaign like this?

Jeremy: Yeah. I think the first thing you have to think about is like, what is your offer for this? And like, what are you [00:07:10] actually selling here? Because if you. Aren't crystal clear on that, and there's no, like, [00:07:15] you know, there's no thought process into what you're actually selling, then it becomes really hard to even create marketing material [00:07:20] around any of that stuff.

So, nailing your offer down to begin with is the first place to [00:07:25] start. And again, I think this was with the, the OG open enrollment, um, the [00:07:30] classic like, you know, 12 sessions for the price of 10, uh, which I still really like that, that thought [00:07:35] process and that offer. We started to iterate a little bit on that with Ripple, uh, the [00:07:40] second time that, that we ran it, but to keep it super simple, like having that as your offer [00:07:45] and why I like that as your offer kind of gets into like more of this like marketing psychology [00:07:50] too, because the way that you can create your email and your marketing assets around that is [00:07:55] like.

Hey, you're buying 10 sessions for the price of 12. So you're getting, like, you can, you can kind of frame it in [00:08:00] one of two ways. You can say like, you're, you're getting two free sessions, which people obviously love free [00:08:05] stuff. Or you could also like price anchor that of like, you're getting 12 sessions and you're saving, [00:08:10] you know, $450 on that as well.

So you can use both of those angles with [00:08:15] your marketing as well, and when you're actually trying to sell these things. Um, so that keeps it [00:08:20] super simple right there. Um, so if you're just getting started and you, this is the first time running open [00:08:25] enrollment. I suggest just starting there, we actually started to iterate on that a little bit [00:08:30] of like kind of opening up some of these bigger packages as well.

So with [00:08:35] Ripple and what I'm suggesting people do this year, because it worked really well last year, was, [00:08:40] uh, same sort of thought process, but it was 24 sessions for the price of 20. [00:08:45] Um, this brings your, like average session rate down, like a pretty decent amount. But [00:08:50] the way that I look at that is like we're getting people to commit for 24 sessions.

[00:08:55] That is obviously increasing their lifetime value by a ton. They're getting them in [00:09:00] for 24 more sessions. So now you have this opportunity to have them refer [00:09:05] people your way, et cetera, et cetera. So I'm happy with taking that shave on the, on the average [00:09:10] visit price, um, you know. And the way that we did it at Ripple, and again, what I suggest other [00:09:15] clinic owners do is we actually broke that into like payment plans as well.

So it wasn't even just like a full cash [00:09:20] upfront of, you know, we were able to get a lot more people to move forward with open enrollment [00:09:25] by breaking up these, like bigger packages into like three monthly payments. [00:09:30] Um, and that we actually got more people to buy the 24 packs because we [00:09:35] did these, these package plans because.

What I wanted to do was, you know, for our [00:09:40] patients, obviously like buying 24 sessions, that's a huge bump in cash for them of like [00:09:45] paying for that all upfront. Um, that also like stabilizes some of the like, [00:09:50] you know, MRR that we were getting in the door as well. Um, but the way we [00:09:55] framed it, and I think this is the important part with, with both of these is like, if somebody's [00:10:00] buying the 24 for 20 or the, even the 12 for 10, like.

The way that I [00:10:05] changed the messaging around that was like, this is not like supposed to last the rest of the [00:10:10] year for you. I don't actually want you to stretch all of these out. If you're buying one of these packages, the [00:10:15] reason you're doing this is for, you're coming in, you know, twice a month for the next six [00:10:20] months, and like you're.

First six months worth of healthcare is like taken care of. Um, [00:10:25] because with the first time I ran it, I ran into that a lot of, you know, people would just [00:10:30] like, use these once a month and it didn't really help fill my staff PT [00:10:35] schedule at all because it was just a, a one-off session every month. So. We've sold these bigger [00:10:40] packages to try to get people in the door more often 'cause they're getting a better deal.

And then they could justify, well [00:10:45] I've got all these sessions, why don't I come in on a, you know, a, a bimonthly basis. So I think [00:10:50] the offer is where you gotta start.

Danny: Yeah, that's a great point too, because. [00:10:55] I think it's an, I think it's the intent of what they're gonna use it for. And sometimes they don't know.

You know what I'm saying? [00:11:00] Like, and we have so much authority when it comes to that, that if you tell 'em like, yeah, just [00:11:05] spread, spread this out evenly over the course of the year, um, then that's what they're gonna do. They'll [00:11:10] come in once a month and I think for. For somebody who's really staying on top of their, [00:11:15] um, of their, their health.

They're doing a lot of self-care work. They're, you know, really dialed [00:11:20] in, in training, in nutrition. I mean, this is a small fraction of the people that we deal with, [00:11:25] right? Like then cool, like they. They check in once a month and, and they, they can do a pretty good [00:11:30] job of management. Um, and, and, and maybe it's more in our clinics than it is in, in traditional clinics, [00:11:35] probably by a lot.

By a lot. Um, just 'cause the, the nature of the person that we work with. But you [00:11:40] know, if you really look at it like twice a month, so two hours outta somebody's, uh, month, it's [00:11:45] really not. It's not a lot of time and it's a habit that when they start to develop that, [00:11:50] um, you know, it really sets the tone for their accountability and for their health long term.

And, [00:11:55] you know, if you can get somebody to really dial that in as a, as a habit, I think it's, it's huge. [00:12:00] Um, and, and having these bigger packages is, is a big deal for that because yeah, if you have 24 [00:12:05] visits. Even if you did come in twice a month, like that's still all year long. [00:12:10] Right. And that's still a good bit.

One thing that we, uh, would see a lot of, uh, in our [00:12:15] area is families. So we have a lot of, um, couples who have, you [00:12:20] know, one to three kids that are also like, you know, participating in sports [00:12:25] and it's just like athletic families that are staying like pretty, pretty, um, pretty active. [00:12:30] Both mom, dad, and the kids.

And you know, if we had a, a package of 24 visits, it's very [00:12:35] common for all of them to basically come in and just chip away at that throughout the [00:12:40] year. And usually it's actually, we see mom and dad a bit more. Um, but then, you know, [00:12:45] whatever little Johnny sprains his ankle playing soccer and then we, you know, they bring 'em in and we see, and I think that's a really good [00:12:50] angle too, for people to bring that up.

'cause, 'cause sometimes it's about. You know, well, what do you do with all these [00:12:55] visits? Well, here's a few options, right? And you don't really know, uh, if you're, if this is [00:13:00] an email, uh, what somebody's gonna do versus face-to-face, which we can talk about in a second. The last thing I would say [00:13:05] is the FSA angle.

That's one thing that I found was like, dude, what do you mean? I [00:13:10] was, I was like, what do you mean you can't use this money at the end, after the end of the year? It's your money. Right? And they're, they're like, yeah, [00:13:15] it's called a FSA. It's kind of weird. Um, versus an HSA is, you know, that that rep rolls over, stays [00:13:20] with you.

But some of these FSA dollars, they lose, you know? So it's like, why don't you just go ahead [00:13:25] and buy, uh, these services ahead of time versus letting that money just basically [00:13:30] just like, go back to your employers, which is what would end up happening. So those, those are all really, you know, I guess [00:13:35] tested angles.

They can work really well. It just depends on your demographic.

Jeremy: Yeah. I think it's, [00:13:40] it's super smart and I think that, I think that even like ties into what your offer is and how you're like value [00:13:45] stacking your offer of like, okay, you know, people are, they're buying 12 sessions for the price of 10. That's great.

But if [00:13:50] you can like, list out the reasons why they should do this as well. Use your FSA before [00:13:55] it's gone. Um, you know, take care of yourself during the holidays, you know, get these sessions on [00:14:00] the books during the holidays. You know, take your, uh, make sure that your insurance is [00:14:05] covered for the beginning of the new year as well.

Like, there's so many different angles and that's [00:14:10] just where the copy of your marketing becomes so important. 'cause if you just say like, Hey, we're [00:14:15] running open enrollments, it's 12 sessions for the price of 10, do you wanna buy it? Like, nobody's gonna actually [00:14:20] move forward with that. Um, that, but if you can start to value stack, or if you can, you know, [00:14:25] highlight a problem that open enrollment is gonna solve for somebody, and you can communicate that in your [00:14:30] copy.

That's where you're gonna sell a bunch of these.

Danny: Well, I think the other thing too is it [00:14:35] was the, it was the one time each year where we ever discounted anything that was actually, like, [00:14:40] literally, and maybe there's there, there's a better way to go about that as far as structuring. But at the [00:14:45] time, that's all that we were doing.

We had one time a year and, and what would happen is people would get conditioned to [00:14:50] that. And they would ask us coming, you know, coming into September, be like, what, what week is gonna be open enrollment this [00:14:55] week? Just go ahead and put me down for like, you know, a package or two or something. And so that was like such an easy [00:15:00] resell at a certain point.

Um, but, but I, I think from a technical standpoint, just [00:15:05] from being very tactical about this, you. We talked about this before the podcast, like the importance of [00:15:10] face-to-face conversations as a part of that, especially if you're gonna take the simple path and you don't have, you [00:15:15] know, a lot of, uh, support technologically or you're not gonna really do a bunch of [00:15:20] robust marketing around it.

Um. The face-to-face conversations are really where [00:15:25] that, that happens. Right. So reselling somebody on something like that. So what's your advice for people with that? Like how do you, [00:15:30] how do you handle or recommend that they go about having those conversations with, uh, with [00:15:35] patients, whether they're continuing to or they're seeing them currently or they're somebody that they're trying to get [00:15:40] to come back in the office?

Jeremy: Yeah. One of the most common questions I get, 'cause I like. [00:15:45] Preach to everybody that I talk to of like you need to be doing. You need to be following up with [00:15:50] lost patients, lost leads. Like you need to be manually following up with these people [00:15:55] at all times. I don't care how much like automation you have in the background, you need to be manually one-on-one [00:16:00] following up with these people.

And the question I always get back is, well, what do I say to these people? It's [00:16:05] like, okay, fair question here. Um, and I think. The way that I look at it [00:16:10] and, you know, we put together like an outreach guide for everybody inside of Patch to like help with this is you, [00:16:15] you, you gotta start thinking about like, who are these people and based on like [00:16:20] where they're at in the, the patient journey or the, the buying stage or the lead stage, [00:16:25] you can tailor your follow up based off of all of those things.

So I think, what a really good example [00:16:30] that I like to, I used to sell open enrollment to these people at Ripple and I think it's [00:16:35] working really well with the, the clinics that we're working with is. Our current patient that's in right [00:16:40] now, um, maybe they have like two or three sessions left on the books and [00:16:45] you reach out directly to them, or you have the staff PT that's working with that [00:16:50] patient, reach out to them and just say like, Hey, listen, like.

You've got, you know, you've been crushing it with, [00:16:55] with, with pt. You've got two sessions left on your 10 pack. I wanted to let you know that [00:17:00] we're running this open enrollment campaign right now. It's discounted sessions. You're gonna need sessions [00:17:05] anyways. I don't want you to have to pay our full price, so why don't you, you know, even though you have two [00:17:10] sessions left, like grab this open enrollment now we can bank that and then we can use that on an ongoing [00:17:15] basis from there.

So that's like a really tailored follow up to somebody. Based [00:17:20] off of where they're at in the, in the patient journey, obviously. So it's like a really easy follow up and I think [00:17:25] like you can think about all of these different people, like, you know, you should be following up with like, [00:17:30] is there a past patient who came in for a plan of care?

Three months [00:17:35] ago, and they didn't move forward with any sort of continuity. Maybe it was a, a price or they're feeling really good, [00:17:40] you know, can you reach out to that person, just say like, Hey, how's the shoulder feeling? Haven't seen you in a couple months. [00:17:45] Start that conversation with them and then tee up open enrollment to them and be like, [00:17:50] listen, we're running this discounted deal.

It's actually cheaper than the continuity rates that you're gonna get. I would love to start [00:17:55] things back up for you. Even if your shoulder's feeling better, we can do X, Y, and Z to help you get back to your golf [00:18:00] game, or so you can ski this winter, or whatever it might be. Um, so there's like different subsets [00:18:05] of these, these different leads and patients that you have that you can follow up to.

And based on [00:18:10] who that person is and you know kind of where they're at, that's how you can start that [00:18:15] follow up process.

Danny: I follow up is where it's at. And this is actually where I think in gen, you [00:18:20] can just make that statement in general for your marketing, where a lot of people just miss the [00:18:25] mark. They, where it drops off, honestly.

Um, in an open enrollment, you know, [00:18:30] it's, it's funny, I don't know what it is with people where [00:18:35] if they send one email to somebody and they don't get a response, they just, they're like, oh, they're mad at me. [00:18:40] Yeah. You know, or they're not interested and. [00:18:45] It's just not the case. Like if you can make it individualized to them, it's really [00:18:50] important.

You can't do that with blanket marketing, with, with, um, [00:18:55] automations and all that stuff. Like it's very hard to do that, but individually for your staff to reach out to people. And, [00:19:00] and one of the things that I would always say too is like, who do you. [00:19:05] Wish that you could work with more often? Like, who do you like working with?

Who's [00:19:10] gonna make your day better? Who do you, who's like, you know, motivating for you to work with? Let's [00:19:15] reach out to those people because this is just as important for you too, from a not burning out standpoint, [00:19:20] enjoying your job, like helping people that you have interest in working with. You know, that's the way I looked at it [00:19:25] too.

I mean, there's plenty of people I would not. Have offered open enrollment to back in the day when it was just me, like, I don't [00:19:30] actually want that person coming back. Hey, they're just totally not enjoyable to work with. And [00:19:35] versus this other person who's like, I would almost work with them for free. I like them so much, you know?

And, uh, so like, I [00:19:40] would definitely follow up with those folks. Um, more so because I, I, I really did enjoy [00:19:45] working with 'em, and I felt like I could really help them. So I think with your staff, sometimes motivating them to follow up people can be hard. [00:19:50] So if you can position it as. Dude, who are the 10 people that are like your favorite to [00:19:55] work out or work with?

And let's go ahead and let's really, you know, work on, uh, getting them back [00:20:00] in. And we can make that customized to them. You can reach out to them, you can do a text message from the office. [00:20:05] Like all we, we can have it, you know, from multiple different channels. So I think that is, uh, really [00:20:10] one way to think about motivating people.

Um. The other thing, and I'll shout this out to, to [00:20:15] Jake, he came up with this last year. So at Athletes Potential, they do something really smart [00:20:20] with open enrollment from a, from a team standpoint, because that at this point they have, I don't even [00:20:25] remember, six providers or something like that, maybe more.

Um, [00:20:30] so last year they had a team goal that they set total number [00:20:35] of. You know, packages sold an open enrollment. If they hit it, they get the whole week of Christmas off the whole [00:20:40] company did. I see. And Christmas was on like a Wednesday, so it was just smack dab in the middle of the week, you know, [00:20:45] and a lot of people that work there are not from Atlanta.

In fact, I think the vast majority of 'em are not [00:20:50] from Atlanta. So they're all traveling to go home for the holidays. Um, and they just. [00:20:55] Killed it. And they were all like holding each other accountable. They're like, Hey, where, what number are you at? How many are you at? Right? And they [00:21:00] all were like, all about it.

And they smashed their goal, like we crushed it. Uh, and this year they're doing the same [00:21:05] thing and it's already, they're, it's already going really well. So you might have to think about how do you wanna motivate your [00:21:10] team as well. We've tried cash bonuses, by the way. We've, we've done that route. We've [00:21:15] done like lots of things and nothing seemed to work as well as time off around the holidays, [00:21:20] which actually as a clinic owner.

Is ideal for you because it's one of the slower times, right? So like [00:21:25] what a great, you know, fit for that. So I think that, you know, if you're thinking about how do you motivate your team, you know, shout out to [00:21:30] Jake Swart for figuring that out. I think that's a genius idea. Uh, and that's worked really well at that clinic.

Jeremy: I think [00:21:35] it's because you have to think about if you have staff PTs, like do they care if you [00:21:40] sell 50 open enrollment packages? Probably not, because like all they, they're just, they're just there to [00:21:45] treat, basically. So it's like how do you get them involved with this process, especially with some of the [00:21:50] old patient reach out because you, as a clinic owner, reaching out to a patient that you didn't [00:21:55] see at all, and maybe you did the discovery call or you saw them in the clinic.

That's gonna [00:22:00] hold a lot less weight than somebody that already has a relationship with that person and them reaching [00:22:05] out. So we used to do stuff like that at Ripple as well, of like getting the whole team involved. We did it with like a [00:22:10] Google review, sort of like drive thing and we did the cash bonus and that actually worked quite [00:22:15] well.

Um. But yeah, I think, like you said, um, you know, what does staff members [00:22:20] value the most is time off for sure. So like, what a, what a great way to do that. And it's [00:22:25] something that, again, like an email campaign is going to sell a handful of, [00:22:30] uh, you know, open enrollments for you for sure. Like that. That'll just like move people across the line.

But if [00:22:35] you want to exponentially. Grow the number of open enrollment [00:22:40] packages that you're selling. You have to be doing this manual reach out and you have to get creative. 'cause a [00:22:45] bigger clinic like ap, there's potentially hundreds of people that they could be reaching out to. There's [00:22:50] no way that Jake's gonna do that all on his own.

So you've gotta figure out like, okay, how am I gonna delegate some [00:22:55] of this reach out? How I'm gonna, how am I gonna make it more effective? And I think that's where like figuring out, what we used to do is we [00:23:00] would pull, you know, we use a CRM for this now, but um, we would just like pull all of our. [00:23:05] EMR data and just see like, okay, who are all these patients?

When was the last time they were in the clinic? Do they [00:23:10] have any sessions left on their package? If not, let's reach out to them. Let's try to tailor our messaging based [00:23:15] off of all this patient information that we have, and the more personalized you can make it, obviously the better that [00:23:20] reach out is gonna be.

So yeah. Thanks. Brilliant.

Danny: Well, from a, from a more complex standpoint, I'd love to hear [00:23:25] what Patch is doing now that that is like, you know, really working well for people [00:23:30] that can be more complex with it. You know, I, I, I know for us. It seemed like. [00:23:35] We, we kinda had to learn a lot of stuff the hard way where, you know, we would like, we did like [00:23:40] retargeting ads specific to the list of people that we had that was a complete bus that didn't work.[00:23:45]

Um, we did these things. They're called Bon Juro. I dunno if you've ever seen these, but you can send, like, it's [00:23:50] an app where you can send a, a personalized video in an email to somebody. And it's sort of like [00:23:55] pre plays whenever they're, when they open the email with like no audio on. And I [00:24:00] mean, dude, the amount of time we spent on this, like.

We were at a staff [00:24:05] retreat and we had everybody we're like, this is your list. We're this, we're not, we're not [00:24:10] gonna, uh, stop until it's done today. And they had like. 50 to 70 [00:24:15] people each that we had curated that we wanted 'em to reach out to with this Bon Juro video. So we're all walking [00:24:20] around this like, you know, basically farm that we were at making these videos and [00:24:25] all we got back was like, this is a cool little thing.

What's the name of the app for this? You know, and it [00:24:30] was like zero improvement in conversion on the, on the shit. And we were like, [00:24:35] oh, okay. In person is more in per like, be like in person with somebody. I'll just send 'em like a cool [00:24:40] video. So, you know, like, don't do those things. I think that's a waste of your time.

But like what, what have you [00:24:45] found now and what are you implementing at Patch that, you know, it really seems to make a, a [00:24:50] difference as far as, you know, whatever technology is, is concerned, or copy or cadence, [00:24:55] you know, volume of things. Like what's the secret sauce that you're trying to figure out this year?

Jeremy: Yeah, I think [00:25:00] one of the things that we do like along the lines of like just the, the, these email sends that [00:25:05] we're doing, so we put together a five or six email drip that goes out over a two to three week [00:25:10] period. Those, like I said, like those are like more so on the nurture side, you're certainly [00:25:15] gonna get some people to, to purchase based off of those emails going out.

But like a newsletter, [00:25:20] like any type of email marketing you're doing, you have to look at the analytics of those emails and figure out like, [00:25:25] did somebody open this email five times? Click the link to go to the landing page, view [00:25:30] that landing page for three minutes, and then like not end up following, like filling out the form there.[00:25:35]

If you can get that information, and this is part of like, again, like the, the framework we put [00:25:40] together of, you've gotta evaluate every email that gets sent out and figure out who are those warm [00:25:45] leads that didn't fill out the form for whatever reason. So we [00:25:50] look the, the two metrics that we look at as, you know, who interacted with this email more than you know.[00:25:55]

Three times and you know, again, pull that list of people. It's probably, [00:26:00] depending on your list size, it's gonna be a decent amount of people. Um, figure out again, like were these, [00:26:05] are these just old leads? Are they old patients? Try to do some sort of manual follow up based off of [00:26:10] that for every single email that you're, that you're, uh, sending out.

And then again, [00:26:15] like who clicked the call to action button that you have ideally in this email. So you have a button [00:26:20] inside of the email. They click that button and they go to a landing page that talks about open enrollment and [00:26:25] where people can inquire about open enrollments. This is kind of a tangent here, but too many times I [00:26:30] see that people are sending emails out or they're advertising for open enrollment and they just send them to the contact [00:26:35] page of their website.

That like creates a lot of friction for the buyer there of like, [00:26:40] wait, I just clicked this open enrollment email. I don't know if I'm supposed to fill out this form on the contact page. [00:26:45] I'm actually not gonna do it. So make sure that you actually have a landing page that's specific for open [00:26:50] enrollment and if you have A-A-C-R-M or you know, any type of like analytics [00:26:55] software there, you'll be able to see like who clicked on that email and went to that landing page.

Those are [00:27:00] prime people to, to follow up and reach out to. And you know, the biggest thing I say is like, don't be [00:27:05] weird with this follow up. Don't be like, Hey, I saw that you went to this landing page. Why didn't you fill out the form? [00:27:10] Like, you don't wanna do that, but you wanna like, try to start the conversation with them of like, [00:27:15] hey, like, you know, again, like, how's your shoulder feeling?

Haven't seen you in a couple months. What's going on with the, the kids? Are [00:27:20] they in soccer right now? Whatever it might be. Start that conversation there. And then more likely [00:27:25] than not, they're gonna be like, oh, I saw this opening enrollment thing you're doing. Can you tell me more about it? And then that's where you start that [00:27:30] sales process.

So I think like, again, like you can, that, that takes a lot of manpower to do something [00:27:35] like that, but that's where you're going to start to sell a lot more of these packages. [00:27:40] Um, you know, the other part of it too is again, like with this manual, uh, reach outside of [00:27:45] things. I think, you know, creating this list and pulling a list from, from your EMR [00:27:50] and your C RM and figuring out who fits in all of these different buckets, who's past [00:27:55] patients, who's somebody that filled out a form on your website but never moved forward with a [00:28:00] package.

Like how are you reaching out to all of those people as well? And you know, we were really trying to like amplify [00:28:05] the message there as much as possible. So, you know, there's lo loads of different like. Complex [00:28:10] ways to figure out who these warm leads are. But I think it all kind of comes back to the, the manual [00:28:15] ReachOut side of things and you need to be doing this stuff.

Um, so those are the two things that, that I think [00:28:20] like you certainly can be doing.

Danny: Do you recommend people do this with new patients that are coming in [00:28:25] during this time? Or is this, you know, do you think it's better just to do this with, uh, [00:28:30] prior customers? I mean, I've kind of seen. Some people do a variation of

Jeremy: both of those.

I think it's all about, well, [00:28:35] like what is the goal? Like are you trying to sell as many of these as possible? Then the way I look at it [00:28:40] is, you know, you should be blasting this thing out everywhere. Then you should be posting about it on social [00:28:45] media. You should be talking about it with, on a discovery call with a new patient coming in the door.

You should [00:28:50] have a flyer hanging up in your. Clinic reception area, you should [00:28:55] have your admin be talking to patients coming in about open enrollment. You should just, again, try to [00:29:00] amplify that message as much as possible. But again, like if you, you gotta be realistic. Like if you're a [00:29:05] solo provider and you're already seeing 25 patients a week and you don't, can't really take on any [00:29:10] more.

Like, do you wanna be posting this on social media and, you know, taking a little bit of a, a [00:29:15] hedge in, uh, the, this average session price when your schedule's already busy. Like, I [00:29:20] probably wouldn't do that there. But if you're a bigger clinic and you're trying to feed seven PTs, [00:29:25] man, I'm blasting that thing out everywhere.

Danny: Yeah. Yeah, that's a great point. I mean, it's [00:29:30] sort of like any answer, right? It depends on the context, it depends on the individual environment. I [00:29:35] mean, it, there's been, or there's been years where we've had people we're just like, do not run this. You, you, [00:29:40] you'll have a negative client experience because they're not gonna be able to get into see you.

[00:29:45] So, you know, like you. You need to hire, right? Like, like it's so obvious [00:29:50] that you need to hire and in some ways this is actually can be a good, [00:29:55] um, a good way of planning out hiring as well. Because if you can hire going into this and then you can basically [00:30:00] saturate your staff schedule with. Renewal clients with people that are coming back in, in continuity, [00:30:05] then all these new evals get sort of shoved over to the, the, the actual [00:30:10] new practitioner and that can help really build their schedule well.

So, you know, once you get [00:30:15] used to a cadence of some of these reactivation campaigns. And it doesn't have to be this, just this time of the year either [00:30:20] too, by the way. You can do these at other times. Um, you can't do it like every single month. [00:30:25] Uh, you know, you have to be careful with that. I think less is more in this situation.

But if you [00:30:30] can time that with hiring, if you can time that with expansions into, uh, additional facilities, [00:30:35] you know, you can really put yourself intelligently into a better cash flow position into a better, [00:30:40] uh, uh, saturation of schedule position. To then really o open up new [00:30:45] evaluations to fill the, the new provider schedules.

I mean, and that's at, at the end of the day. That's really where [00:30:50] it kind of all fits together, is what we're trying to do is create schedule density so that you can hire [00:30:55] another person so that you, you know, if, or move into the space where you can then hire another [00:31:00] person. It's all about space and people, and every time that we talk to people, [00:31:05] and I'm sure you get the same thing.

One of the biggest questions we get is, I, I need more new [00:31:10] leads. I get this constantly. I need more new leads. New leads, new leads. And half the time when I look at [00:31:15] what's going on, they actually have a lot of leads. They're doing a really bad job of following up with them and [00:31:20] they have no sort of, um, sophistication, no organization around the [00:31:25] remarketing efforts to people that they've already worked with.

And once they. Improve [00:31:30] follow up and they start to do some structured remarketing. Now all of a sudden they're like, oh my [00:31:35] gosh, I have plenty of leads. And they didn't actually even change that as part of the, of the funnel very [00:31:40] much. They just optimized it. Right. And so, you know, I think generally people need to think of the [00:31:45] entire.

Business as they look at this, and it's not just one campaign, right? It's, [00:31:50] it's, it's literally part of a bigger ecosystem of how you're laying out your year and how you're looking at this with [00:31:55] hiring in space and, uh, continuity and how you're incentivizing people. Like it's literally [00:32:00] a core piece of the entire business.

Um, so I'm sure we could go on for days about this, but. I want [00:32:05] to make this very short and tactical. Tell me this, what outcomes are do you seeing on average? If, if there's a [00:32:10] clinic that has, let's say one owner and two staff providers, you know, [00:32:15] and they're, they're pretty busy on average, what is that business typically gonna end up being able to [00:32:20] generate if they do a good job with open enrollment?

If you had to give us a ballpark.

Jeremy: People are on average [00:32:25] selling between 20 and 30 of these packages. I would say like that's a pretty conservative average. What [00:32:30] people are, are normally selling off of this. For a clinic that size, obviously [00:32:35] again, like if you are six months in, you have 50 people on your email list.

It's gonna [00:32:40] be a little bit trickier to get to that number. But, um, some of these like. Bigger clinics, [00:32:45] um, you know, that have run open enrollment or a campaign in the past too. Again, there's so many [00:32:50] variables to all this stuff of like, are you, have you nurtured your list at all? Like, when was the last time you even sent an [00:32:55] email to your list?

Like, all these are things are factors in like how effective you can be [00:33:00] to sell one of these. But if you're doing all the things correctly and you're, [00:33:05] you're. Warmed up your list and you're, you're doing the reach out, um, you can very easily [00:33:10] sell that many packages on this.

Danny: Dude, that's such a great point.

If the, if the last [00:33:15] time you emailed your email list was last time you did open enrollment, you're not gonna have a great [00:33:20] response like this. And this is the whole reason to have a newsletter, right? Because you, you want these constant touch [00:33:25] points. You wanna be top of mind, you want to have a relationship so that you're giving, giving [00:33:30] value, giving value, giving value.

Now all of a sudden you have. You have reciprocity and you have the opportunity [00:33:35] for an ask. You can't just. Ask for shit all the time. Like, you know, like everybody has that friend [00:33:40] that's literally just ask them to do stuff for them all the time. And it's annoying. Like, don't be that person in an [00:33:45] email list.

You know, be the person that's constantly just giving, giving, giving, giving. Like, I have a friend that's [00:33:50] like this and he, he did a favor for me. And the guy that, that [00:33:55] basically that I met, he, he got me this like really unique bottle of wine for our friend's 40th [00:34:00] birthday. And when I met this guy that was selling me this bottle of wine.

I was like, yeah, [00:34:05] my, you know, my friend connected us and it's so, so nice of you to do this. And he goes, this mutual friend of [00:34:10] ours, he's like, I owe him so much. He, he could ask me to kill somebody, and I'd have to seriously [00:34:15] think about it, right? Yeah. You know, like, that is the kind of person that you want to be.

And if you could be that person via your email [00:34:20] list, uh, you know, you're just like, oh my God, this is like, I would pay for this newsletter. [00:34:25] Like that kind of place. Oh my God, your open enrollment's gonna, it's gonna be so much better.

Jeremy: Yeah, the [00:34:30] Gary v Jab Jack Hook will never die like it might get like repackaged in other different [00:34:35] ways, but you've gotta provide value, provide value, and then you can, then you like, [00:34:40] you gotta earn the right to ask for a sale from somebody.

So you've gotta be doing these [00:34:45] things. So.

Danny: For sure. Well, alright guys, open enrollment times. Is that time of the year, [00:34:50] Jeremy, if people, um, are interested in learning more about patch and learning more about how you can help them with [00:34:55] not just like, you know, putting the theory of this stuff together, but your team actually like [00:35:00] implementing it, you know, for them and giving them these proven resources and templates and helping them get, [00:35:05] you know.

20 to 50 to, you know, more, uh, packages resold [00:35:10] in a, uh, within a, within an open enrollment month. Um, where can they find out more?

Jeremy: Yeah, they can, [00:35:15] uh, go to patch system.com. You know, we do free strategy calls for everybody. If you're thinking about [00:35:20] running open enrollment and trying to figure out. Do you have the bandwidth to be doing this stuff?

Do you know what [00:35:25] goes into all this? We can chat through that whole process. I've been putting out a lot of content on my Instagram [00:35:30] page about open enrollment two, um, that's just, uh, underscore Jeremy DuPont. [00:35:35] Um, yeah, check us out there.

Danny: Yeah. And you have a great YouTube channel too, man. I know. It's like, [00:35:40] maybe it's, it's, it's not, it's harder to find that sometimes, but if you want like a, you know, longer deep dive.

[00:35:45] Uh, video into marketing stuff. I think it's fantastic. Um, so yeah, dude, thanks so much. I, I will say [00:35:50] selfishly, Jeremy, when I, when I looked at my, um, my podcast [00:35:55] like numbers, uh, per episode, like downloads per episode, the ones I do with you pop [00:36:00] up as number one for, for the year, which is, and, and it's almost like, I think it's may maybe like.

Three [00:36:05] out of the top five most listened to ones that I have. Are you, so we gotta get Jeremy back on here more often. [00:36:10] It's obvious that people are interested in it and you do a great job with the marketing side of things. So thanks for your time today. I know you're super busy with [00:36:15] Patch. Um, and uh, as always do great.

It's so fun to talk about this stuff. You're just, you know, depth of knowledge [00:36:20] and this is not necessarily something I nerd doubt on too much anymore, but I really, really find marketing so interesting. [00:36:25] Hopefully everybody does listen to this as well. Uh, and as always, thanks for listening. We'll catch you next [00:36:30] time.