The Q4 Playbook: Get More Out of Your Biggest Moment of the Year

You’re about to put more work into the next ten weeks than any other stretch of the year: the creative, the offers, the sends, the spend. This playbook is about getting more out of all of it.

HSA/FSA is one of the most compelling benefits you can put in front of a consumer during a sale. Pre-tax dollars mean an average of ~30% in savings,* stacked on top of whatever discount you’re already running. You don’t need a new campaign to offer it. You need a small layer of work on top of the campaigns you’ve already built.

And this audience keeps buying after your regular calendar goes quiet: FSA funds expire December 31, and accounts refill in January.

Moment	When	The angle	Why it works	Recommended activation
BFCM	Nov 27–30	Stack your sale + pre-tax savings	Your discount plus their ~30% pre-tax savings is the best effective price of the year, right when shoppers are hunting for maximum value	Live by Nov 20
FSA Expiration	Dec 15–31	Use it or lose it	A real deadline with real money at stake: 47% of FSA holders forfeit an average of $422 every year. The urgency is built in; you don’t have to manufacture it	Live by Dec 15
New Year, New You	January	Fresh funds, fresh start	Accounts just refilled and health-resolution intent is at its annual peak: high-intent buyers with brand-new budgets	Live by Jan 2

The FSA Expiration and New Year pages land in this playbook well before their activation windows. Start with BFCM.

How to run this playbook

Three layers, in order. Each moment page follows the same structure. Once you’ve run one, you know how to run the next.

1. Get the foundation right (once, before BFCM). If shoppers can’t tell you accept HSA/FSA, nothing below works. Three things need to be live: your HSA/FSA landing page, a site banner, and the product-page widget. Have them? Skip ahead. If not, start with Website Readiness. It’s one-time setup, not a seasonal task.

2. Add HSA/FSA to what you’re already sending (the essentials). You’re already emailing your list and posting for BFCM. Add the eligibility angle to those sends; each moment page gives you the exact copy. Essential: your promotional emails and organic social. Set once for the whole season: an HSA/FSA line in your email footer, and an eligibility overlay on your abandoned-cart flow.

3. Promote to the HSA/FSA audience. 100M+ Americans, about 37% of the country, hold an HSA or FSA, and the average FSA holder contributes $1,413 a year. Most don’t know your products qualify. Ads that lead with the stacked value prop (“your discount + their pre-tax savings”) put you in front of an audience with dedicated health dollars and few places they know to spend them. Each moment page includes ready-to-run ad copy for this audience.

Want more? SMS templates and additional tactics live on each moment page under “Nice to have.” They work, but they’re not where to start.

One compliance rule before you start

Say “save an average of 30% for qualified customers” and never “everything is covered.” Every template in this playbook is pre-checked. If you write your own copy, email partners@truemed.com for review before you send.

*Savings vary by individual tax situation. See truemed.com/disclosures.