ASK ALEX

“How can I use WhatsApp and Instagram to improve patient retention?”

Most clinics thrive on trust, familiarity, and one-to-one connections. This personal rapport is often what keeps patients loyal over the long haul. But as your clinic grows, staying in touch in a warm, personal way between appointments can become tricky. That’s where broadcast messaging tools really shine.

WHY BROADCAST MESSAGING?

Broadcast messaging lets you stay in your patients’ minds even when you’re not with them – without coming across as pushy or salesy. Of course, your CRM system and email automation form your foundation (and there’s no shortage of advice on those elsewhere). But WhatsApp and Instagram broadcasts provide a lighter, lower-pressure way to keep your clinic present in patients’ lives.

START WITH THE BASICS: CRM AND EMAIL

Before diving into WhatsApp and Instagram, make sure your basics are sorted. If you’re still juggling paper notes, phone reminders, or several disconnected apps, it’s time to tidy up. Good CRM systems like Aesthetic Nurse Software, Pabau, Phorest, or Timely help you keep patient notes, photos, and appointments all in one place. Even solo practitioners benefit from this consistency, which also eases handovers as you grow. Pair your CRM with email automation – either built-in or through tools like Kit, Mailchimp, or Klaviyo – to send follow-ups after treatments, skincare tips, or timely check-ins. These small, steady touches build trust quietly but effectively.

WHY WHATSAPP AND INSTAGRAM BROADCASTS WORK

Once your automations run smoothly, it’s time to add broadcast messaging to the mix. People check WhatsApp and Instagram far more often than email. Both platforms let you communicate “one-to-many” while making messages feel personal.

WhatsApp broadcasts: You create a broadcast list and send one message that arrives as a private DM to each recipient. Patients can’t see who else got the message, and replies come directly to you. (Note: Standard WhatsApp limits lists to 256 contacts; larger clinics might consider WhatsApp Business API, but that involves extra cost and complexity.)

Instagram broadcast channels: These are opt-in spaces where followers get updates, behind-the-scenes content, and exclusive posts straight from your clinic’s business profile. Followers can react or reply, but it’s more controlled than a group chat. Not all accounts can create broadcast channels yet, so check if it’s available for yours.

WHAT TO SEND – KEEP IT WARM, NOT SALESY

Your instinct might be to avoid sounding like a salesperson – and rightly so. These channels are about being present, not pushy. Think social media, but with a more intimate, behind-the-scenes vibe.

Try sharing:

• Treatment nudges: “Had injectables a few months ago? Fancy a summer refresh? I’ve got a few spots next week.”

• Skincare tips: “If you’re using retinol, don’t forget your SPF. Need product ideas?”

• Behind the scenes: New equipment arriving, prepping your clinic trolley, or attending training days. These build trust naturally.

• Booking updates: Early diary access, holiday hours, or price changes – helpful info that keeps people in the loop.

• Polls and questions (on Instagram): Ask what treatments followers want to learn more about or which areas interest them most.

Don’t just send text. Voice notes work brilliantly here, adding a personal touch that patients are more likely to engage with. One or two messages a week is plenty. Stay consistent, and if you’re going away, say so – and say hello when you’re back.

KEEP IT OPTIONAL AND RESPECT PRIVACY

Broadcasts work best when patients choose to join. Always be clear about what they’re signing up for and let them opt out anytime. For WhatsApp:

1. Ask patients to save your number. 

2. They then message you to opt in.

You add them to your broadcast list, but they won’t get messages unless they’ve saved your number too. On Instagram, followers can join broadcast channels from your bio or stories (via stickers). It’s fully opt-in. Remember privacy: avoid sending anything medical, confidential, or image-based. Stick to general tips, reminders, and updates. Always stay GDPR-compliant and within ASA advertising guidelines.

WHAT DOESN’T WORK

Treating broadcasts like a QVC telesales channel won’t work. If every message is an offer or flash sale, patients will tune out or unsubscribe. People join these channels because they want to feel closer to your clinic, not just to chase discounts. Offers are fine occasionally, but they should be nestled among genuine, valuable content.

HOW DOES THIS HELP WITH RETENTION?

Broadcast messaging keeps your clinic top of mind between visits. Even if a patient isn’t ready to book today, they won’t forget you tomorrow.When they are ready, you’ll be the first clinic they think of. So, next time you’re planning your marketing strategy, consider adding WhatsApp and Instagram broadcast messaging. If it fits your workflow, it could be a brilliant way to keep patients connected to your clinic – and coming back for more.

If you’ve got a burning aesthetics marketing question for Ask Alex, please get in touch @webmarketingclinic via Instagram, or email alex@webmarketingclinic.co.uk.

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