Email marketing works well for medical practice patient retention and reactivation but poorly as a new patient acquisition channel. Its highest ROI use is systematic reactivation of lapsed patients — patients who have not visited in 12 to 18 months — and maintenance appointment reminders for procedures with predictable return intervals like Botox and filler.
Most cosmetic practices have a significant dormant patient population — patients who visited once or twice and then stopped coming without an explicit reason. A systematic email reactivation campaign that identifies patients with no appointment in the last 12 to 18 months and sends a personal, non-promotional outreach — mentioning their last treatment and checking in — typically reactivates 5 to 15 percent of lapsed patients.
Botox effects last 3 to 4 months. Filler lasts 9 to 18 months. Laser treatments have seasonal timing considerations. An email system that automatically sends appointment reminders based on each patient's last treatment date, timed to when they should be thinking about returning, generates appointment volume with no ongoing manual effort.
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