With deductibles met and FSAs about to expire, the end of the year presents a prime opportunity for health systems to drive appointments and revenue.
As the year draws to a close, so does the window to maximize healthcare benefits. With many having already met their deductibles or looking to use remaining flexible spending account (FSA) funds, the final months present a valuable opportunity for health systems to connect with their audience, fill appointment slots, and drive revenue.
Elective procedures—such as orthopedic surgeries, dermatology treatments, and physical therapy—typically see a surge in demand during the year-end season. While volumes typically remain high in January and February as patients recover during colder months when they’re less active, highlighting the winter season as an ideal time for recovery can inspire action and maintain strong momentum into the new year.
Decoding the End-of-Year Rush: Why Healthcare Peaks in the Fourth Quarter
FSAs, which operate on a “use-it-or-lose-it” basis, prompt patients to make last-minute appointments to avoid losing unused healthcare funds. Similarly, many consumers who have met their deductibles find that additional procedures or visits become more affordable as insurance covers a larger share of costs. This awareness often motivates people to address health needs they may have postponed earlier in the year.
Consider this: A Healthgrades study on women’s health revealed that 55% of women skipped or delayed care in the previous year, often prioritizing their families’ health over their own. Given that 28% of patients cite cost as the primary reason for delaying care, outreach messaging should highlight how meeting deductibles can significantly reduce out-of-pocket expenses and make healthcare more accessible. Encourage these individuals to schedule postponed check-ups during the final months of the year, and for those who miss out in December, transition messaging into Q1. January and February offer an ideal opportunity to catch up on critical care—when schedules are more flexible, and recovery aligns with the slower pace of winter.
This heightened awareness of financial savings and care accessibility not only drives general healthcare engagement but also creates a surge in demand for specific procedures and services. Health systems can leverage this trend to identify and promote profitable service lines during this time:
- Orthopedic Surgeries: Procedures like knee and hip replacements spike during Q4 as patients aim to recover before the start of the new year. However, demand often remains high into Q1 as colder weather provides an ideal time for recuperation when outdoor activities are less appealing. For patients unable to secure appointments in Q4, encouraging them to book ahead for early Q1 ensures they can address lingering pain or mobility issues without delay.
- Physical Therapy: Many patients accelerate rehabilitation sessions or begin new treatment cycles before their deductible resets. U.S. Physical Therapy, for example, observed a 10% rise in visits and a 9.6% increase in net revenue from physical operations in Q4 2023 compared to 2022.
- Gastroenterology Services: Preventive screenings like colonoscopies and endoscopies experience higher demand as more people take advantage of reduced costs to complete necessary procedures.
- Dental Visits: Many squeeze in annual assessments and polish their smiles before the holidays.
- Wellness and Preventive Exams: Routine exams, vaccinations, and bloodwork experience an uptick in the fourth quarter as health-focused individuals focus on comprehensive health checks before year-end. This momentum can carry into Q1, as many individuals set New Year’s resolutions centered around health and wellness. Encouraging patients to schedule early-year exams not only aligns with their renewed focus on preventive care but also helps establish long-term health routines. Highlighting bundled options, such as pairing vaccinations with wellness exams, can streamline care and increase appointment bookings during this period.
However, note that there’s a generational divide in preventive care services: Over 70% of Gen X and Baby Boomers are consistent with their visits and necessary procedures, compared to only 43% of Gen Z.1 This disparity highlights a care gap that health systems can address with targeted reminders to the younger demographic, helping them prioritize their health and establish consistent care habits.
The Benefits of Targeted Fourth-Quarter Marketing Campaigns
With many eager to set up year-end appointments, why not ensure they choose your health system? By focusing on this group of motivated patients, health systems can improve satisfaction and loyalty, optimize revenue, and streamline operations for peak efficiency.
For instance, personalized reminders about expiring benefits demonstrate that your organization values patients’ time and resources, building trust with your brand. Similarly, as patients focus on health-related New Year’s resolutions in Q1, outreach can inspire them to prioritize preventive care and address lingering issues they may have delayed. Consumers are more likely to return to a health system that actively supports both their financial and healthcare interests.
Targeting high-demand areas like orthopedics and physical therapy can help fill appointment slots while driving revenue from profitable elective procedures. Q4 campaigns should emphasize the financial advantages of utilizing remaining benefits, while Q1 outreach can highlight the seasonal appeal of recuperating during colder months when schedules are more flexible and patients are less active.
Encouraging early bookings not only alleviates holiday surges in Q4 but also spreads demand more evenly into Q1, reducing operational bottlenecks and enabling better resource allocation. Proactively addressing patient needs during both periods ensures smoother workflows for staff and better care for all. Leveraging tools like demand forecasting, personalized messaging, and bundled care offerings further positions your health system to meet consumer needs effectively—without overburdening doctors.
Mastering Year-End Outreach for Maximum Patient Engagement
Engaging patients effectively during this time requires a strategic, multi-channel approach that emphasizes the urgency of expiring healthcare benefits. Implement these four strategies to make the most out of your Q4 campaigns:
1. Use Direct Communication
Emails and SMS messages are powerful tools for delivering timely, personalized messages. Short, engaging messages like “Did you know your deductible resets soon?” or “Schedule now to take advantage of your remaining 2024 benefits!” create urgency and simplify decision making.
2. Deploy Social Media Campaigns
Social media platforms are a great way to connect with patients where they’re already spending much of their time. Use eye-catching visual assets like infographics, countdowns, or short videos to share reminders about unused FSA funds and deductibles. With 59% of Gen Z relying on social media to research health information,1 tailoring content for these platforms can effectively engage younger audiences and prompt them to act before benefits expire.
3. Leverage Portal Notifications
Patient portals are a critical engagement tool. According to a survey from the Office of the National Coordinator for Health IT, around 3 in 5 people consistently accessed their portals in 2022. Consider integrating pop-ups, banners, and alerts within the portal to remind them about expiring benefits and link directly to online scheduling tools for a seamless experience.
4. Empower Physicians as Advocates
Doctors play a vital role in patient decision making. Equip physicians with messaging about expiring benefits and elective care options, enabling them to initiate meaningful conversations during appointments. These discussions empower consumers to understand their options better and take advantage of available care before the new year.
Here’s one extra strategy to elevate your Q4 campaigns—partner with Healthgrades. Our targeted solutions help your brand connect with the right patients at the right time—just when they’re ready to book an appointment.
Drive Results in the Final Stretch with Healthgrades
Finish your year strong with Healthgrades’ comprehensive suite of solutions designed to connect with your ideal audience before they take action. As America’s leading platform for facilitating doctor-patient connections, we guarantee conversions through prominent branding and calls to action on healthgrades.com and our partner sites.
As part of our Advertising Solutions for Health Systems, we also ensure your brand stays top of mind by directly promoting your health system and medical staff as alternative options on your competitors’ profiles. What’s more, our solutions complement your SEO and SEM strategies, boosting your relevance in search results and driving more qualified leads. We’ll also help you attract commercially insured patients to key service lines.
Through Healthgrades Brand Solutions, our Audience Intelligence tool combines billions of consumer behavioral site interactions with HIPAA-compliant, de-identified claims data and cutting-edge machine-learning modeling techniques to identify consumers most likely to make an appointment soon. You can also maximize your branding investment through PatientConnect’s hyper-targeted display advertising on healthgrades.com and PatienTarget’s omnichannel advertising across web, video, connected TV, and audio platforms to reach consumers on their preferred channels.
For streamlined patient communications and automated workflows, turn to Healthgrades’ Automation Solutions for Health Systems and Practices with Medchat·ai—a fully customizable AI-powered platform. Medchat·ai is HIPAA- and SOC 2 Type 2-compliant and simplifies administrative tasks, enhancing operational efficiency across the board. From answering routine calls and triaging appointment scheduling to handling specialty pharmacy enrollments and more, our platforms ensure a smooth and efficient process for patients and healthcare teams alike.
Don’t let your marketing year end on autopilot. Get in touch with us today to build a strategy that sets your health system up for success before the year ends.
- RVO Health Consumer Healthcare Study, May 2024, n=2,985; Among US Gen Pop (n=2,535), Gen Z (n=219), Millennials (n=706), Gen X (n=704), Boomers+ (n=906)
