The Complete OEP Campaign Checklist for Health Insurance Brokers

Open Enrollment Period is the single most important revenue window for most health insurance brokers. Whether you focus on ACA individual plans, Medicare Advantage, or both, the weeks leading up to and during OEP determine a significant portion of your annual income. Yet many brokers approach it reactively — scrambling to reach their book of business once enrollment opens and missing opportunities they could have locked in weeks earlier.

A successful OEP campaign is a 90-day operation, not a last-minute sprint. Here is your complete checklist broken into phases.

Phase 1: Foundation (90-60 Days Before OEP)

Clean your data. Before any campaign launches, your contact database needs to be accurate. Deduplicate records, update phone numbers and email addresses, verify policy and carrier information, and tag contacts by plan type and enrollment status. A campaign is only as good as the data behind it.

Segment your audience. Not every client gets the same message. Create segments for current clients approaching renewal, former clients who left, leads who inquired but never enrolled, and referral contacts. Each segment needs a different message with a different call to action.

Build your content calendar. Map out every email, text message, and social media post from now through the end of OEP. Assign dates, draft copy, and queue everything in your CRM. This is not the time for improvisation — plan every touchpoint in advance.

Update your compliance materials. Review all outgoing communications against current CMS guidelines. Ensure disclaimers are present, scope-of-appointment processes are in place, and any Medicare-related content meets TPMO requirements. Have a compliance-savvy colleague review your materials if possible.

Phase 2: Warm-Up (60-30 Days Before OEP)

Launch awareness campaigns. Start educating your book about upcoming enrollment options. Send emails that preview plan changes, carrier updates, and new options available this year. The goal is not to sell yet — it is to position yourself as the informed expert they should talk to when enrollment opens.

Activate your referral engine. Ask satisfied current clients to refer friends and family who may need coverage during OEP. Time these requests before enrollment opens so referrals have time to schedule consultations.

Test your scheduling system. Make sure your online booking calendar is working, appointment confirmations are sending, and reminder sequences are active. Nothing kills OEP momentum like a broken scheduling link or missed appointment reminders.

Prepare your follow-up sequences. Build automated workflows for every scenario: lead submits a form, client books an appointment, client misses an appointment, application is submitted, enrollment is confirmed. Every outcome should trigger an appropriate next step without you having to remember to do it manually.

Phase 3: Launch (30 Days Before Through OEP)

Shift to direct outreach. Move from educational content to action-oriented messaging. Send appointment scheduling requests, highlight enrollment deadlines, and create urgency around plan selection timelines. Every communication should include a clear call to action.

Monitor your pipeline daily. Check your CRM dashboard every morning. How many appointments are scheduled this week? How many leads are stuck in the “quoted” stage? Where are the bottlenecks? Use this data to prioritize your day.

Deploy time-sensitive campaigns. As OEP progresses, send deadline reminders at the two-week mark, the one-week mark, and the final 48 hours. People procrastinate — your job is to make sure they do not procrastinate past the deadline.

Work your unconverted leads. Not everyone who engaged with your early campaigns will have booked an appointment. Create a final-push sequence specifically for contacts who opened emails but did not take action. Sometimes a well-timed text message is all it takes.

Phase 4: Close and Transition (Final Week and Post-OEP)

Send last-chance notifications. Make sure every contact in your pipeline knows the enrollment deadline. Use SMS for urgency — it has a 98% open rate compared to email’s 20%.

Document your results. After OEP closes, run your pipeline reports. How many total enrollments? What was your conversion rate by segment? Which campaigns performed best? This data is invaluable for next year’s planning.

Transition to retention mode. Immediately shift your focus to onboarding new clients and nurturing existing ones. Send welcome sequences to new enrollees, confirm coverage details, and schedule 30-day check-ins to ensure satisfaction.

The Advantage of Automation

This checklist involves dozens of touchpoints across hundreds of contacts over three months. Doing it manually is possible for a broker with 50 clients. It is impossible for a broker with 500.

HIBCopilot includes pre-built OEP campaign workflows that cover every phase of this checklist. Segmentation, scheduling, follow-ups, deadline reminders, and post-enrollment nurture sequences are all configured and ready to activate. You customize the content, set the dates, and let the automation handle the execution.

The brokers who win OEP are the ones who start early and execute consistently. Start your 14-day free trial and get your OEP campaign infrastructure in place before the next enrollment window opens.