Ask Alex

You know those patients. They’ve seemingly ghosted you. They were regulars, they raved about your work, maybe even brought a friend in once, and then, nothing. No calls, no bookings. In another sector, you might let it go. But in aesthetics, where the lifetime value of a patient is huge and marketing costs aren’t pocket change, it pays to bring them back.

And the good news? Many of them haven’t left because something went wrong. They just need a well-timed nudge.

FIRST, FIGURE OUT WHO’S REALLY GHOSTED YOU

It’s tempting to panic when someone skips a visit, but before you go chasing after every quiet name, take a breath and look at the numbers. Most clinic software makes it easy to filter by last appointment date. Start by pulling a list of patients who haven’t been in for six months or more – this varies for each clinic. Then, focus on those who’ve had more than one appointment and didn’t leave with a complaint or refund.

This isn’t just about lapsed patients, it’s about warm leads who already know, like and (once) trusted you.

UNDERSTAND THE SILENCE

We often assume silence means dissatisfaction, but more often it means distraction. Life happens. People move, change jobs, go through personal shifts or financial dips. Or they just forget. You might not know the full story, but you can speak to the most common reasons. Maybe they haven’t prioritised themselves lately. Maybe they didn’t realise how long it’s been. Maybe they’re wondering if now is the time for a tweak.

So, the tone here matters. Keep it light, friendly, and focused on their needs, not your diary or pocket.

MAKE CONTACT MATTER

Here’s where you build the bridge back. A good reactivation message isn’t a guilt trip. It’s a gentle tap on the shoulder.

Think about reaching out via email or SMS first. A short, thoughtful note might be all that’s needed: “Hi Alex, we noticed it’s been a while since your last visit and just wanted to check in. If you’ve got any questions, or if it’s time for a refresh, we’re here.”

For higher-value clients or long-time regulars, a personal phone call from you or your front-of-house team can go a long way. It’s not about hard selling – just about rekindling the rapport that you once had.

If you’ve got something new to share, like a treatment launch, new team member, or even a clinic revamp, use that as a hook. People love to feel in the loop and get early access to things.

INCENTIVES, DONE RIGHT

I know what you’re thinking: “Should I offer them something?” Possibly, but don’t reach straight for the discount button. A small, thoughtful gesture often works better. Adding value is better than discounting.

Instead of a 10% off voucher, try offering priority access to a busy week, or a complimentary LED session with their next facial. Frame it as a thank-you or a perk, not a panic sale.

DON’T JUST SET IT AND FORGET IT

Reactivating patients isn’t a one-shot email blast. It’s a process that it works best when you build it into your ongoing strategy. Schedule a reminder every quarter to check in on lapsed patients. Even just reaching out to a handful each month can keep your relationship warm and your calendar ticking over.

Better still, if your booking system supports it, automate a polite check-in to send six months after their last visit. The key is sounding human, not robotic. Nobody wants a “WE MISS YOU” message that screams mail merge.

WORTH THE EFFORT

Remember: it’s cheaper to bring back an old patient than to find a brand-new one. And it’s not just about revenue. These are people you’ve already built trust with. Sometimes they just need to be reminded that you’re still the clinic who knows their face, their concerns, and their favourite treatment room.

At Web Marketing Clinic, we’ve run this campaign with one simple email send, which earned a well-established aesthetic doctor over £20k in lapsed patient bookings in 24 hours.

So, next time your bookings feel a little thin, don’t just stare at your Instagram feed wondering if a Reel will fix it. One-off content with no strategy behind it probably isn’t the best use of your time. Instead, log into your system, look at who’s gone quiet, and start reconnecting. You might be surprised how many of them are just waiting for a reason to return.

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic