Every January, the same thing happens. Patients who ghosted you in November and December suddenly remember they have teeth. As New Year’s resolutions around health motivate people to take better care of themselves, taking care of those pearly whites matters.
But here's what most practices miss: it's not just about more patients calling. It's about what those patients are ready to say yes to.
The real opportunity is the insurance reset. And if you're not ready for it, you're leaving serious revenue on the table.
The Insurance Reset Effect
January 1st is the most important day in dental insurance. Everything resets. And that changes patient behavior in ways you can capitalize on.
For In-Network Practices
Fresh deductibles create real urgency. Patients know they need to hit those deductibles anyway, so they're more willing to schedule now rather than later.
This is your window for major procedures patients have been delaying. That crown they've been putting off? Much easier to schedule in January when they're thinking about their annual benefits.
Price resistance drops early in the year. Patients are in planning mode, not sticker shock mode.
For Out-of-Network Practices
Here's what most out-of-network practices don't realize: many patients have out-of-network benefits they never use. They just don't know it.
Higher reimbursement rates make elective procedures more affordable than patients think. A $2,000 procedure might only cost them $800 out of pocket.
This is your opportunity to educate patients on their maximum annual benefits. Most have never looked at their EOB closely enough to understand what they're actually covered for.
Even if you don’t participate in dental insurance, you can use this time to amp up marketing your membership programs, like this one from LIFE Advanced Integrative Dentistry. Dr. Charissa Chin in Alexandria, VA offers an in-house plan to help uninsured patients save money while still taking care of their teeth.
The FSA and HSA Factor
Flexible spending accounts and health savings accounts load up on January 1st. That means your patients have money sitting there, ready to spend.
FSAs come with use-it-or-lose-it pressure. Patients who elected $2,500 for the year need to spend it. And dental work is one of the easiest ways to use those funds.
The strategic play here is timing your treatment plans. Present bigger cases in January when patients have full accounts, not in November when funds are depleted.
What to Promote in January
You need to match your messaging to what patients are thinking about. And in January, they're thinking about insurance.
Preventive care hits different for deductible-conscious patients. They know they need their cleaning anyway. Make it easy for them to book.
Major procedures patients have been delaying become possible. They've had months to think about it. Now they have the coverage to do something about it.
Treatment plans that maximize insurance benefits should be your focus. Show patients how to use their full annual maximum instead of leaving money on the table.
Marketing Tactics That Work in January
You can't just hope patients remember you. You need to be in front of them when they're ready to book.
Local SEO Push - Update Your Google Business Profile
Update your Google Business Profile with January messaging. Add posts about insurance benefits resetting and FSA eligibility.
Create content targeting insurance-related searches. Things like "does dental insurance cover crowns" or "how to use FSA for dental work" get massive search volume in January.
Email Campaigns
Reach out to inactive patients with a benefits reminder. These are people who saw you 18+ months ago but haven't been back. January is when they're most receptive.
Remind active patients about their benefits before they forget. A simple email about deductibles resetting can trigger appointment bookings.
Paid Advertising
Target high-intent keywords around insurance and benefits. These keywords are expensive, but the conversion rate in January makes them worth it.
Retarget website visitors from Q4. These are people who were researching procedures but didn't book. Hit them with January insurance messaging.
Common Mistakes Practices Make
Most practices blow the January opportunity without realizing it.
Waiting until February to ramp up marketing means you've already missed half the window. Patients are booking in the first two weeks of January.
Not communicating insurance benefits clearly is a massive mistake. Your patients don't understand their coverage. If you can't explain it simply, they won't schedule.
Missing the out-of-network opportunity is the biggest error out-of-network practices make. You assume patients know their benefits. They don't.
Maximize This Window
January is your best chance to fill your schedule for Q1 and beyond. The insurance reset creates urgency you won't see again until next year.
Patients have money, motivation, and coverage. All you need to do is make it easy for them to say yes.
Get your marketing running now. Not next week. Not in February. Now.
Because by the time February hits, half your competition will be doing the same thing. And by March, the window closes.
Need Help Capitalizing on January?
Look, you know what needs to happen. The question is whether you have time to execute on it while running your practice.
That's where we come in. Dental Marketing Guy handles the entire January push for you. The SEO updates, the email campaigns, the paid ads, all of it.
We've done this for hundreds of practices. We know what converts in January because we've tested it every year.
If you want your schedule packed for Q1 and beyond, reach out. We'll get your January marketing running while you focus on treating patients.
Visit Dental Marketing Guy to schedule your free 15 minute strategy call. But do it now. January waits for no one.