9 Marketing Strategies for Healthcare Organizations During Open Enrollment and New Year Wellness

As the year draws to a close, healthcare organizations have a prime opportunity to connect with patients and the broader community. Open Enrollment and the New Year wellness season present unique moments to implement strategic marketing initiatives that attract new patients, retain existing ones and enhance your organization’s brand visibility.

In this comprehensive guide, we’ll explore effective marketing strategies tailored for healthcare organizations to maximize impact during Open Enrollment and capitalize on the surge in health consciousness that accompanies the New Year.

Let’s dive in.

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Understanding the Marketing Potential of Open Enrollment and New Year Wellness

Open Enrollment isn’t just a time for patients to choose or change their health insurance plans; it’s an important period for healthcare organizations to position themselves as the preferred provider. Strategic marketing can differentiate your services in a competitive landscape.

New Year wellness trends see individuals motivated to improve their health, making it an ideal time to promote wellness programs, preventive care services and health education initiatives. Aligning your marketing efforts with these trends allows you to engage patients actively seeking health solutions.

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1. Plan Early and Run Campaigns From Q4 to January

Start Planning in Q3

Begin crafting your Open Enrollment and New Year wellness marketing campaigns in the third quarter (Q3). Early planning ensures that you have ample time to develop compelling content, design creative assets and strategize your outreach effectively.

Campaign Duration

Aim to run your campaigns from October through mid-January of the following year. If you have not started marketing yet to build awareness, now is the time to start. This timeframe covers the critical periods when consumers are making decisions about their healthcare coverage and setting health-related New Year’s resolutions.

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2. Advertise Based on Internal Service Line Demand

Analyze Historical Data

Review your organization’s historical data to identify which service lines experience increased demand during this period. Common trends include:  

• Primary Care and Preventive Services: Patients often seek appointments before the year’s end to utilize their current insurance benefits before deductibles reset.

• Bariatric and Weight Management Programs: Interest spikes as individuals commit to health-related New Year’s resolutions.

Targeted Marketing

Focus your advertising efforts on these high-demand areas. Tailor your creative messaging to address the specific needs and motivations of patients seeking these services.

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3. Use a Full-Funnel Media Mix  

An effective media mix is necessary for reaching your target audience at various stages of their decision-making process.  

While the media mix you use should be based on extensive audience research (for instance, you can tap into research tools such as GWI, EMARKETER and Statista), best practices, and past campaign insights, a full-funnel marketing mix to consider using for both Open Enrollment and the New Year includes:

Awareness Stage

• Display Advertising and Online Video (OLV): Utilize visually engaging formats to build brand awareness. Video content is particularly effective in capturing attention and conveying your message.

Consideration Stage

• Social Media Marketing: Platforms like Facebook, TikTok and Instagram are ideal for engaging with consumers who are researching healthcare options — especially since younger generations are increasingly turning to social media to begin their healthcare journeys. Share informative content and interact with your audience to build trust.

Conversion Stage

• Search Engine Marketing (SEM): Implement targeted search campaigns, especially for specific service lines. SEM captures high-intent consumers actively seeking healthcare services, increasing the likelihood of conversion. Using SEM can be a powerful conversion channel since most consumers begin their healthcare journeys with online searches.

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4. Leverage Influencer Marketing

Partner With Health and Wellness Influencers

Influencer marketing is a powerful tool, particularly among Gen Z and Millennials. Collaborate with influencers who focus on health and wellness to:

• Expand Your Reach: Tap into their established follower base.

• Build Credibility: Leverage their authority to enhance your organization’s reputation.

Best Practices

• Choose the Right Influencers: Ensure they align with your brand values and have a track record of sharing accurate information.

• Transparency: Clearly disclose partnerships to maintain trust and comply with advertising regulations.

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5. Promote Healthcare Accessibility and Convenience

Emphasize Convenience in Your Messaging

Highlight the ease with which patients can access your services:  

• Telehealth Options: Offer virtual appointments to accommodate patients’ schedules and preferences.

• User-Friendly Mobile Apps: Promote features like online scheduling, prescription refills and access to medical records.

• Online Scheduling: Simplify appointment booking processes.

Appeal to Modern Consumers

Today’s healthcare consumers prioritize convenience. Showcasing these features positions your organization as patient-centric and responsive to their needs.

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6. Focus on Wearables

Capitalize on the Popularity of Wearable Technology

Wearable devices are increasingly integral to consumers’ health routines. According to McKinsey’s Future of Wellness research:  

• Nearly 50% of consumers have purchased a fitness wearable.

• Over 75% are open to using a wearable in the future.

Integrate Wearables With Your Services

• Promote App Downloads: Encourage consumers to download your healthcare apps on their wearables. Run on app stores with sponsored downloads and promote the app in multichannel messaging that drives a download link.  

• Data Integration: Sync wearable data with your systems to offer personalized care and proactive health management.

• Enhance Engagement: Use wearable data to keep patients engaged with their health goals as part of an owned patient strategy to promote keepage and ensure a more personalized and engaging healthcare experience.  

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7. Provide Educational Content

Simplify Open Enrollment and Wellness Concepts

Create resources that help consumers make informed decisions.

For Open Enrollment:

• Webinars and Workshops: Host sessions that explain insurance options and enrollment deadlines.

• Blog Posts: Write articles breaking down complex insurance topics.

• Personalized Emails: Send targeted communications highlighting the benefits of timely enrollment.

For New Year Wellness:

• Educational Content: Share information on the importance of preventive care and establishing a relationship with a primary care physician.

• Health Tips: Offer guidance on setting and achieving health-related goals.

Build Trust and Authority

Educational content positions your organization as a trusted resource, fostering stronger relationships with your audience.

8. Engage Through Interactive Content

Enhance User Experience

Interactive content keeps consumers engaged and makes complex information more digestible.  

• Videos and Animations: Use visual storytelling to explain processes like enrollment or wellness programs.

• Human Faces: Incorporate staff introductions or patient testimonials to humanize your brand.

• Interactive Tools: ‍
  • Decision Aids: Help consumers choose the right health plan. ‍
  • Symptom Checkers: Provide preliminary assessments that encourage further consultation.

Maintain Interest Throughout the Process

By making your content engaging and interactive, you can keep consumers interested during potentially overwhelming periods like Open Enrollment.

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9. Prioritize Mental Health and Holistic Wellness

Address Comprehensive Health Needs

Recognize the growing importance of mental health by:  

• Promoting Mental Health Services: Highlight counseling, therapy and support groups available through your organization.

• Stress Reduction Programs: Offer resources and workshops focused on managing stress and improving emotional wellbeing.

• Holistic Wellness: Emphasize programs that integrate physical, mental and emotional health.

Align With Consumer Priorities

By showcasing a commitment to holistic wellness, you meet consumers where they are in their health journeys, especially during the introspective New Year period.

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Conclusion

Effective marketing during Open Enrollment and the New Year wellness season can significantly impact your healthcare organization’s growth and patient engagement. By planning early, focusing on high-demand services, utilizing a strategic media mix, and incorporating innovative approaches like influencer marketing and wearable technology, you position your organization as a leader in health and wellness.

Embrace these strategies to attract and retain patients while building lasting relationships that promote overall community health. With a focused marketing approach, your organization can thrive during this critical period and set the stage for continued success throughout the year.

Looking for a partner to help you navigate this important time of the year — as well as healthcare marketing legislation and how stringent the laws are? GRADIANT can help you understand healthcare legislation, identify privacy-safe ways to reach your goals and execute campaigns consistently. Get in touch to learn more.

About the Author:

Gregg Rubin is a business strategy and development director and healthcare lead who’s passionate about helping his clients achieve their long- and short-term goals cost-effectively by taking a 360-degree view of his clients’ pains, gains and forthcoming industry trends. An advertising executive for 25+ years, Gregg resides in Philadelphia but spends much time in New York City and Los Angeles.

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