How to Turn Flexible Spending Benefits Into New Patient Starts
Every November, families across the country sit down to review their insurance, health, and flexible spending benefits; and for orthodontic offices, this season brings a huge opportunity.
Open Enrollment isn’t just about paperwork. It’s a prime time to help patients make confident decisions about their treatment and boost your practice’s year-end and new-year starts.
Let’s talk about how to make this season work for your office; and how a little marketing strategy can turn Open Enrollment into one of your best patient growth windows.
Understanding Open Enrollment & Flexible Spending Accounts
Open Enrollment typically runs from November through mid-December, depending on the employer or insurance provider. During this time, patients can:
- Enroll in or change insurance coverage.
- Adjust dependents or coverage levels.
- Allocate money into FSA (Flexible Spending Accounts) or HSA (Health Savings Accounts).
For orthodontics, that means patients have a renewed chance to use or plan for benefits that directly apply to treatment. Many families don’t even realize that orthodontic treatment can often be covered, at least in part, under these accounts.
Why This Matters for Your Practice
Here’s the truth: most people don’t think about orthodontics when they’re filling out their Open Enrollment forms. They’re focused on medical, dental, or vision; not realizing their pre-tax funds can help pay for braces, aligners, or retainers.
That’s where your office comes in. By helping educate your community and existing patients, you position your practice as a resource – not just a provider.
When you remind patients that they can use their FSA or HSA for orthodontic treatment, you’re:
- Helping families make smarter financial decisions.
- Reducing their “cost hesitation” barrier to starting treatment.
- Building trust as an office that’s proactive, transparent, and supportive.
5 Ways to Market Open Enrollment Season Like a Pro
Here’s how your office can make the most of this season:
1. Start the Conversation Early
Don’t wait until the last week of Open Enrollment to reach out. Start marketing in late October or early November with a message like:
“Did you know your FSA or HSA funds can help pay for braces or Invisalign®? Don’t let your benefits expire – schedule a consult before the year ends!”
Create awareness before patients realize they’re running out of time.
2. Educate. Don’t Just Advertise
Your marketing should make patients feel informed, not sold to. Create content that breaks things down simply, like:
- Social posts: “Orthodontic treatment can qualify as a medical expense under your FSA or HSA.”
- Email newsletters: “Here’s how your Open Enrollment choices can make orthodontics more affordable.”
- In-office signage: “Use your 2025 benefits before they reset!”
When patients understand how their benefits work, they’re more likely to take action.
3. Make It Easy to Start Treatment
Streamline your processes to match the urgency of the season. Offer quick consultations, flexible scheduling, and easy ways to submit insurance info.
Pro tip: Create a “Benefits Check” form on your website or link it in your emails. Patients can fill it out to see what their coverage looks like; and your team can follow up with a personalized call.
4. Run a “Use It or Lose It” Campaign
Remind patients that FSA funds expire if not used. A gentle nudge like this creates urgency; not pressure.
Sample post:
“Your smile deserves a spot in your benefits plan! Use your 2025 FSA funds before they expire and start your treatment with confidence.”
You can even tie in incentives; like complimentary consultations or same-day start discounts – to encourage patients to schedule before December 31st.
5. Train Your Team to Talk Benefits Confidently
This season isn’t just about marketing; it’s about communication. Make sure your Treatment Coordinators and Financial Coordinators are confident in explaining how FSAs and HSAs work.
Key talking points for your team:
- FSA and HSA funds can be applied toward orthodontic care.
- Many plans reset at the end of the year — unused funds are lost.
- Using pre-tax dollars can make treatment more affordable.
- We can provide receipts or documentation for reimbursement.
The more comfortable your team feels, the more naturally these conversations will happen; and the easier it will be for patients to say yes.
Bonus Tip: Think Beyond This Year
Open Enrollment isn’t just about this year; it’s about setting up next year’s success. Encourage families who aren’t quite ready to start treatment to allocate funds for 2026 during their enrollment period.
You can say something like:
“If you’ve been thinking about braces or Invisalign® for your child, now’s the perfect time to plan ahead; add orthodontic coverage during Open Enrollment so you’re ready to start fresh in 2026.”
By framing it as planning, not pressure, you show patients you care about their long-term goals; not just quick starts.
Open Enrollment is one of those hidden gems in the orthodontic calendar; easy to overlook, but incredibly powerful when used strategically.
By helping patients understand their benefits, making information easy to access, and promoting the financial advantages of starting treatment now, your office can end the year strong and start the new one with momentum.
Remember: patients aren’t just looking for an orthodontist; they’re looking for guidance. When your office becomes the trusted source for answers, you don’t just fill your schedule; you build lasting relationships.