Your End-of-Year Benefits Marketing Calendar: Six Weeks to Fill Your Schedule and Boost Optical Revenue
Every December, the same scenario plays out in optometry practices across the country: Patients suddenly remember they have unused vision benefits, FSA funds, or HSA dollars that expire on December 31st. They call frantically trying to schedule appointments, often too late because you're fully booked. Meanwhile, in early November, you had empty appointment slots you struggled to fill.
This annual pattern is entirely preventable with one simple tool: a planned end-of-year benefits marketing calendar.
Most practices approach year-end benefits reactively. They post something on social media around mid-December, send a last-minute email to their patient base, and hope for the best. By the time they communicate the urgency, it's too late—December slots are already full (from patients who remembered on their own), or patients have already scheduled with competitors who marketed earlier.
The practices that consistently fill their schedules and maximize optical revenue during this critical period don't work harder—they simply plan ahead with a systematic 6-week campaign that builds awareness, creates urgency, and drives action at exactly the right moments.
Let's build that calendar for your practice.
Why End-of-Year Benefits Marketing Matters
Before we dive into the tactics, let's quantify why this matters.
The opportunity:
FSA forfeiture: Americans forfeit approximately $3 billion in unused FSA funds annually. Much of this could be spent on vision care if patients were reminded before the deadline.
Vision insurance benefits: Most vision insurance plans reset January 1st. Patients who don't use their annual exam benefit lose it entirely—it doesn't roll over.
HSA and FSA planning: Many patients deliberately save these pre-tax dollars for year-end healthcare purchases. They're actively looking for ways to spend them in November and December.
Practice impact: A well-executed year-end benefits campaign typically generates 15-25% increase in appointments during November-December compared to practices that don't market proactively. For optical sales, the impact is even more dramatic—20-35% increases are common.
Example calculation:
A practice seeing 20 patients daily (400/month) with average optical revenue of $300 per optical sale at 60% capture rate generates approximately $72,000 monthly in optical revenue.
A 25% increase in November-December from year-end benefits marketing adds:
November: $18,000 additional optical revenue
December: $18,000 additional optical revenue
Total campaign impact: $36,000
Time invested in creating the campaign: Approximately 4-6 hours to build content and schedule it.
ROI: If you spent $2,000 on ads and generated $36,000 in additional optical revenue at 55% gross margin, that's $19,800 in gross profit minus $2,000 in ad costs = $17,800 net benefit from a 6-hour planning effort.
Even a modest 10% increase would yield $7,200 in additional optical revenue—well worth the planning time.
Understanding Your Patient's Timeline
Most practices get the timing wrong because they think like practice owners, not patients. Here's the patient psychology throughout this period:
Early-to-Mid November:
Patient mindset: "I should probably schedule my annual exam before year-end, but it's not urgent yet. I'll think about it."
What works: Gentle reminders and education. Plant the seed without heavy pressure.
What doesn't work: Hard urgency messages. It's too early; they'll ignore you.
Late November:
Patient mindset: "Oh, I do need to schedule. Let me check my calendar and call soon."
What works: Clear calls to action, specific benefits reminders, easy scheduling options.
What doesn't work: Vague messages. Be specific about what they should do.
Early December:
Patient mindset: "I need to schedule NOW before it's too late."
What works: Urgency messaging, last-chance reminders, flexible appointment options.
What doesn't work: Passive communication. Be direct about limited availability.
Mid-to-Late December:
Patient mindset: (Two groups) "I'm too late, I'll do it next year" OR "I'll do whatever it takes to get in before year-end"
What works: For the motivated group: Early morning, evening, or Saturday slots; express appointments. For the resigned group: "Schedule your January appointment now before we fill up."
What doesn't work: Pretending you have wide-open availability if you don't.
Your 6-week campaign must align with these shifting mindsets, changing your message and intensity as the deadline approaches.
The 6-Week End-of-Year Benefits Marketing Calendar
Here's your complete campaign framework, broken into weekly themes with specific tactics for each channel.
Week 1-2 (November 1-14): Awareness and Education
Theme: "Your Benefits Expire Soon—Here's What You Need to Know"
Goal: Plant the seed that year-end is approaching. Educate patients about what benefits they have and what expires.
Social Media Posts (1-2 per week):
Post 1: "Did you know? Most vision insurance benefits and FSA/HSA funds expire December 31st and don't roll over. If you haven't had your annual eye exam yet, now's the time to schedule before your benefits reset. Call us at [phone] or book online at [link]."
Post 2: "Quick reminder: If you have vision insurance, you likely have an annual comprehensive eye exam benefit that expires at the end of the year. Don't leave your benefits on the table—schedule your exam today! [Link to schedule]"
Email Campaign (Send Week 2):
Subject: Your Vision Benefits Expire December 31st
Hi [First Name],
We wanted to give you a heads-up: If you have vision insurance, FSA, or HSA funds, most of these benefits expire on December 31st and won't roll over into 2026.
This means any unused benefits are lost if you don't use them before year-end.
Here's what typically expires: • Annual comprehensive eye exam (covered by most vision plans) • Eyeglass or contact lens allowances • FSA and HSA funds you've set aside for vision care
We still have appointments available in November and early December. If you've been putting off your annual exam or need new glasses, now's the time.
[Schedule Your Appointment Button]
Questions about your benefits? Give us a call at [phone] and we'll help you figure out what you have available.
See you soon,
[Your Practice Name]
Front Desk Script (Use for all incoming calls):
"Just so you know, if you have vision insurance or FSA/HSA funds, most benefits expire December 31st. If you haven't had your exam this year or need new glasses, now's a great time to schedule before benefits reset. Would you like to get on the calendar?"
Website Banner (Add to homepage):
"Reminder: Vision benefits typically expire December 31st. Schedule your exam before year-end! [Book Now Button]"
Week 3-4 (November 15-28): Specificity and Action
Theme: "Here's Exactly What's Covered—Use It Before You Lose It"
Goal: Move from general awareness to specific action. Tell patients exactly what qualifies and make scheduling easy.
Social Media Posts (2 per week):
Post 1: "Your vision benefits can cover more than you think! Most plans include: ✓ Annual comprehensive eye exam ✓ New eyeglasses or contacts ✓ Prescription sunglasses. All of these typically expire December 31st. What will you use before year-end? Schedule now: [link]"
Post 2: "Have FSA or HSA funds left? Here's what qualifies for vision care: ✓ Eye exams ✓ Prescription eyewear ✓ Contact lenses and solutions ✓ Prescription sunglasses ✓ Dry eye treatments. Don't let your pre-tax dollars go to waste! Call [phone] to schedule."
Post 3: "Our November and early December schedules are filling up fast as patients use their year-end benefits. If you need to get in before December 31st, schedule soon to get your preferred time. [Book Now Link]"
Post 4: "Thinking about new glasses? If you have vision insurance, you likely have an eyewear allowance ($100-200 typical) that expires December 31st. Use it for a fresh new look before it resets! Come see our latest frames: [link or image of frame selection]"
Email Campaign (Send Week 3):
Subject: Here's What Your Benefits Cover (Before They Expire)
Hi [First Name],
Last week we reminded you that vision benefits typically expire December 31st. This week, we want to make sure you know exactly what's covered—because you might have more benefits than you realize.
Most vision insurance plans include: • One comprehensive eye exam per year • Eyeglass frames and lenses (allowance typically $100-200) • Contact lens fitting and supply allowance • Sometimes: Prescription sunglasses, blue-light lenses, premium lens upgrades
FSA and HSA funds cover: • All of the above, plus... • Dry eye treatment • Specialty contact lenses • Vision therapy or specialized services • Prescription safety glasses
Not sure what you have? Call us at [phone] and we'll verify your benefits for you. It takes just a few minutes, and we'll tell you exactly what's available.
We have appointments available through late December, but our schedule fills quickly this time of year. [Schedule Now Button]
[Your Practice Name]
Front Desk Script:
"I see you're calling to schedule—that's great! Just so you know, we're getting into our busy season as people use year-end benefits. If you're hoping for a specific day or time, I'd recommend scheduling sooner rather than later. What works best for your schedule?"
In-Office Signage:
Create simple signs for your reception area and checkout:
"Reminder: Most vision benefits expire December 31st. Ask us about scheduling your exam or updating your eyewear before year-end!"
Week 5 (November 29 - December 5): Urgency and Limited Availability
Theme: "Time's Running Out—Schedule Now Before It's Too Late"
Goal: Create legitimate urgency. Communicate that availability is limited and they need to act now.
Social Media Posts (2-3 this week):
Post 1: "REMINDER: We're now in December, which means you have less than 4 weeks to use your vision benefits before they expire. Our schedule is filling fast. Don't wait—call [phone] or book online today: [link]"
Post 2: "December is our busiest month as patients rush to use year-end benefits. If you haven't scheduled your exam or picked up new glasses yet, do it this week while we still have good availability. After next week, options get limited. [Book Now]"
Post 3: "Your FSA/HSA funds expire in 26 days. Have you used them yet? Vision care qualifies—exams, glasses, contacts, treatments. Schedule before December 31st: [phone/link]"
Email Campaign (Send early Week 5):
Subject: December is Here—Your Benefits Expire in 3 Weeks
Hi [First Name],
We're now in December, which means you have less than one month to use your 2025 vision benefits before they expire.
Here's what's at stake: • Your annual eye exam benefit (if you haven't used it) • Your eyeglass or contact lens allowance ($100-300+ depending on your plan) • Any FSA or HSA funds you've saved for vision care
These don't roll over. If you don't use them by December 31st, they're gone.
Our December schedule is filling quickly. We still have some appointments available, but we recommend scheduling THIS WEEK if you want your preferred day/time.
[Schedule Your Appointment Now Button]
Already have glasses on order? Make sure to pick them up before year-end if you're using 2025 benefits!
Questions? Call us at [phone].
[Your Practice Name]
Text Message Blast (If you have patient texting):
"[Practice Name]: Reminder—your vision benefits expire Dec 31st! We have limited appointments left. Reply YES to schedule or call [phone]. Reply STOP to opt out."
Front Desk Script:
"Thanks for calling! Just so you know, we're in our busiest time of year as people use year-end benefits. We do still have some December appointments, but they're going quickly. Let me find you the first available slot—what's your schedule like?"
Week 6 (December 6-12): Final Push and Last Chance
Theme: "Last Chance—Final Appointments Available Before Benefits Expire"
Goal: Maximum urgency. Communicate that this is truly the last opportunity to get in before year-end.
Social Media Posts (3-4 this week):
Post 1: "LAST CALL: Your vision benefits expire in 19 days. We have a few appointments left in mid-December. After that, we're fully booked. Don't lose hundreds in benefits—schedule TODAY: [phone/link]"
Post 2: "If you're planning to use your FSA/HSA funds for vision care before they expire December 31st, time is running out. We have very limited availability left. Call now: [phone]"
Post 3: "Need new glasses before year-end? We still have time—IF you order this week. Our lab typically needs 7-10 days, so ordering by [specific date] ensures you'll have them before December 31st. Come in or call [phone]."
Post 4: "Your 2025 vision benefits expire in 2 weeks. Have you used them? If not, call us ASAP at [phone]. We'll do everything we can to get you in before the deadline."
Email Campaign (Send early Week 6):
Subject: FINAL REMINDER: Your Benefits Expire in 2 Weeks
Hi [First Name],
This is your final reminder: Your 2025 vision benefits expire on December 31st.
That's just 18 days from now.
If you haven't had your annual eye exam or used your eyewear benefits, you're running out of time.
Here's what you need to know:
For Exams: We have a few appointments left in mid-December. After this week, we're fully booked through year-end. If you want to get in, call us TODAY at [phone].
For Eyewear: If you want new glasses before December 31st, you need to order them by [specific date—typically 10 days before year-end] to allow time for our lab. Come in this week.
For Contacts: We can still get you annual supply orders before year-end if you call this week. [Phone]
Don't leave benefits on the table. Hundreds of dollars in vision care that you've already paid for through insurance premiums or FSA contributions will disappear if you don't use them.
[Call Now Button] [Schedule Online Button]
[Your Practice Name]
Front Desk Script:
"Thanks for calling. I want to be upfront with you—we're almost fully booked through year-end as people use their vision benefits. Let me check what we have left... [Check schedule]. I do have [day/time]. If that doesn't work, I can put you on our waitlist in case we get a cancellation, or we can schedule you for early January. Which would you prefer?"
Add Saturday or Extended Hours (If possible):
If you have the staff capacity, consider adding:
Saturday appointments in December
Early morning appointments (7am starts)
Evening appointments (staying open until 7-8pm)
Announce these via social media and email: "Due to high demand, we're adding extra hours to help patients use their benefits before year-end. Limited Saturday/evening appointments available—call to schedule!"
Late December (December 13-31): Transition Messaging
Theme: "It's Not Too Late—But Schedule January Now"
Goal: For patients who missed the year-end deadline, pivot to scheduling early 2026 appointments while fresh benefits are available.
Social Media Posts:
Post 1 (Mid-December): "If you didn't get in before your 2025 benefits expired, don't worry—your 2026 benefits are available January 1st! Our January schedule is filling fast. Get your appointment on the books now: [link/phone]"
Post 2 (Late December): "Happy New Year! Your 2026 vision benefits are now active. Start the year right with a comprehensive eye exam. January appointments available: [link]"
Email (Send December 27-30):
Subject: Your 2026 Benefits Are Now Available—Schedule Your Exam
Hi [First Name],
If you weren't able to use your 2025 vision benefits before they expired, good news: Your 2026 benefits are now available!
Most vision insurance plans reset January 1st, which means you have a fresh annual eye exam benefit and eyewear allowance for the new year.
Don't wait until December 2026 to use them. Start the year with clear vision: • Schedule your comprehensive eye exam • Update your prescription • Get new glasses or contacts
January appointments are filling quickly (everyone has the same idea!). [Schedule Now Button]
Here's to a year of great vision!
[Your Practice Name]
Channel-Specific Best Practices
Social Media:
Platforms to prioritize: Facebook and Instagram (where most of your patient demographic is active)
Posting frequency: 1-2 posts per week in November, increasing to 2-3 posts per week in December
Best times to post: Tuesday-Thursday, 9-11am or 6-8pm (when people are most likely to see and engage)
Include visuals: Use images of eyewear, your office, or simple graphics with benefit expiration countdowns. Text-only posts get less engagement.
Use video when possible: Short 30-60 second videos of you or your staff explaining benefits perform better than static posts
Always include a clear call to action: "Call now," "Book online," "Schedule today" with phone number or link
Respond to comments: If patients comment with questions, respond quickly and personally
Email:
Build your list: Your patient database is your best asset. Make sure email addresses are current.
Subject lines matter: Use clear, benefit-focused subject lines. Test urgency vs. informational.
Mobile optimization: 60%+ of emails are opened on mobile devices. Keep content scannable, buttons large enough to tap.
Personalization: Use first names, segment by whether they've scheduled already, customize based on whether they're due for exam
Timing: Send emails Tuesday-Thursday mornings for best open rates. Avoid weekends and Mondays.
One clear CTA: Don't overwhelm with multiple asks. Each email should have one primary action (schedule appointment, call to verify benefits, etc.)
Track metrics: Monitor open rates (target 20%+) and click-through rates (target 3%+). Adjust based on performance.
Front Desk Scripts:
Train everyone: Every person answering phones should be using consistent benefits messaging
Make it conversational: Scripts should guide, not constrain. Adapt to each patient naturally.
Empower scheduling: Front desk should be authorized to schedule appointments, not just take messages
Note trends: Track common questions and objections so you can address them in marketing
Celebrate wins: Share stories of patients who were grateful you reminded them about expiring benefits
In-Office Materials:
Signage locations:
Reception desk (patients see it while checking in)
Checkout counter (patients see it while scheduling/paying)
Optical area (while browsing frames)
Exam room doors (while waiting)
Keep it simple: Short, clear messages work better than detailed explanations
Make it visual: Use large fonts, bold colors, countdowns
Update regularly: Week 1 signage should say "2 months until benefits expire," Week 6 should say "2 weeks left!"
Paid Advertising (Optional but Effective)
If you have marketing budget, amplify your organic efforts with paid ads:
Facebook/Instagram Ads:
Target: Your local area (10-15 mile radius)
Audience: Ages 30-65, interests in eyewear, health, optometry
Budget: $10-20/day in November, $20-40/day in December
Creative: Simple graphics highlighting "Benefits expire Dec 31st—Schedule now"
Call to action: Link to online scheduling or phone number
Google Ads:
Target keywords: "eye exam near me," "vision insurance," "use FSA vision," "optometrist [your city]"
Budget: $15-30/day
Ad copy: Emphasize available appointments and benefits expiring
Expected results: Well-targeted local ads typically generate 3-5x ROI during this high-intent period
Measuring Campaign Success
Track these metrics to evaluate your campaign performance:
Appointment volume:
Compare November-December 2025 appointments to November-December 2024
Target: 15-25% increase
Optical revenue:
Compare November-December 2025 optical sales to prior year
Target: 20-30% increase
Patient attribution:
Ask new patients: "How did you hear about us?" or "What prompted you to schedule now?"
Track how many mention benefits expiring
Email performance:
Open rates (target 20%+)
Click-through rates (target 3%+)
Unsubscribe rates (should stay below 0.5%)
Social media engagement:
Post reach and engagement
Link clicks
New followers
Phone call volume:
Track incoming scheduling calls during campaign period
Compare to baseline
Common Mistakes to Avoid
Mistake #1: Starting too late
Don't wait until mid-December. By then, your schedule is already filling and patients who could have scheduled in November are out of luck.
Solution: Start November 1st with awareness messaging.
Mistake #2: Inconsistent messaging
Posting once on social media and sending one email won't cut it. Patients need multiple touches to remember and act.
Solution: Follow the 6-week cadence consistently across all channels.
Mistake #3: Being too passive
"Benefits expire soon" without a clear call to action doesn't drive behavior.
Solution: Always include specific next steps: "Call now at [phone]," "Book online at [link]," "Schedule this week."
Mistake #4: Ignoring your existing patient base
Many practices focus on attracting new patients and forget their current patients also need reminders.
Solution: Email your patient database. These people already trust you and are easiest to convert.
Mistake #5: Not training front desk
If your marketing says "benefits expire soon" but your front desk doesn't mention it when patients call, you've wasted the campaign.
Solution: Train front desk on scripts and the importance of benefits messaging in every patient interaction.
Mistake #6: Overpromising availability
If you're fully booked but your ads say "appointments available," patients will be frustrated when they call.
Solution: Update messaging as schedule fills. Late December should acknowledge limited availability and offer January scheduling.
Take Action This Week
Don't let another year-end pass with last-minute, reactive marketing. Build your campaign now.
This week:
Monday: Block 2 hours to plan your 6-week campaign using this framework
Tuesday: Write all email content (4 emails total, one every 1-2 weeks)
Wednesday: Create or schedule all social media posts (15-20 posts total over 6 weeks)
Thursday: Update website banner and create in-office signage
Friday: Train front desk team on scripts and campaign messaging
Next Monday (November 1st or whenever you're reading this): Launch Week 1 content
A little planning now means full books, stronger optical sales, and a calm December while your competitors scramble.
Your patients want to use their benefits before they expire. Your job is simply to remind them consistently, clearly, and with urgency that increases as the deadline approaches.
Build the calendar. Execute the plan. Reap the rewards.
