.jpg%3Fwidth=750%26name=ghrfull_logo_no_shadow-(2).jpg){kind=logo}
For many patients, the New Year means it's time for their health insurance deductible to reset. As a result, it can lead to confusion, as well as anxiety about healthcare expenses. While patients may have enjoyed a nominal copayment through much of the previous calendar year, now they may be responsible for hundreds or thousands of dollars until they once again meet the deductible threshold associated with their health insurance plan.
Impact on Patients: In 2024, the average medical deductible was at least $4,501 for more than half (53%) of all marketplace plans. Medicare Parts A and B deductibles increased in 2025 to $257 (Part B) and $1,676 (Part A). Not surprisingly, more than eight in 10 adults (86%) are worried about the cost of healthcare services.
Impact on Provider: The deductible reset is also a stressful time for providers who became accustomed to the smoother cashflow associated with consistent and timely payment from insurance companies. Now—and during much of the first and second quarters of the year—an overwhelming majority of their revenue often comes directly from patients who are responsible for much of the bills.
The Importance of Empathetic Billing and Patient Collections
Fortunately, providers can take proactive steps to help patients during this transition. While sending automatic notifications to patients regarding their outstanding balances, payment due dates, and payment options available are helpful, many patients need more support and financial guidance once the deductible resets. Taking a hands-on approach not only builds patient loyalty and satisfaction; it also streamlines patient collections and improves revenue capture. Consider the following:
1. Remind patients about the health insurance deductible reset. During the months of January and February in particular—remind patients that their financial responsibility may increase with the health insurance deductible reset. To provide these important reminders, providers can leverage the patient portal or include signs in the waiting area. They can also routinely require patient call center agents to remind patients of the deductible reset when patients call with questions about healthcare costs or confusion about medical bills. Providers can also do this when they register patients and verify insurance eligibility. The idea is to build momentum during every touchpoint and make patients aware of what’s coming so they can plan financially.
2. Provide wraparound patient support during the health insurance deductible reset. With the deductible reset often comes an increase in patient calls to discuss insurance benefits and inquire about flexible payment plans. This is especially true for patients with high deductible health plans who may struggle to pay their entire deductible at once. Providing patients with financial counseling and compassionate billing support when they need it most (including after hours and even on U.S. holidays) can go a long way in terms of fostering trust and improving self-pay patient collections.
3. Follow up on remaining balance with empathy and compassion. To improve patient collections during the deductible reset, patient call center specialists can help patients understand what they owe and why; however, to settle balances promptly, they must do it in a way that expresses empathy and conveys a sense of collaborative problem-solving. This often requires training in empathic billing communication and ensuring call center agents are well-informed of the variety of payment options available to patients.
A note about plan year deductibles. While a calendar year deductible beginning on January 1 is most common, some plans use a plan year deductible that resets on the anniversary date of the policy, meaning it resets exactly one year from the date on which the insurance coverage began. It’s important for providers to keep this in mind and tailor patient collection messages accordingly to patients for whom this applies.
Looking ahead. As providers continue navigate the annual health insurance deductible reset, developing an empathic billing and patient collections strategy is paramount. Maintaining open lines of communication with patients and offering supportive resources ultimately enhances patient satisfaction, helps providers avoid expensive collection agencies, and improves financial sustainability. Learn how Global Healthcare Resource can help.
