One dental client had 800 patients who hadn't been in for 18+ months. Three emails later, here's exactly what happened and the numbers behind it.
The brief was simple. The practice manager handed us a CSV of 812 patients who'd been overdue for 18 months or more. 'Can you do anything with this?' We could.
The sequence
Three emails over twelve days. No promotions, no discounts, no clever subject lines. Just a calm reminder that it had been a while, a one-click booking link, and a phone number for anyone who preferred to call.
- Email 1 - a friendly check-in from the dentist by name.
- Email 2 (day 5) - a short note about why regular checkups matter at their life stage.
- Email 3 (day 12) - a 'we'll close your file unless we hear from you' nudge.
The numbers
127 patients booked within three weeks. Average treatment value $315. Total revenue recovered in the first 90 days: $40,005. Setup cost: under $2,000. Ongoing cost: a few hours of admin time per month.
Dormant patient lists are the most under-used asset in independent healthcare. The relationship already exists - you just have to reopen the door.
The same playbook works for vets, physios, optometrists, and any service business with a recall cycle. If you've got a list and haven't emailed it in six months, you're sitting on revenue.
