Seeing gaps in your diary?
One way to combat a slow diary is to target lapsed patients. A lapsed patient campaign is a form of direct marketing that targets patients who are overdue and have not engaged with your practice for 14 - 18 months.
This campaign is typically either an Email, SMS, letter or ideally, a mix of channels. We recommend that the first communication you send to a lapsed patient is an email/letter with a follow-up SMS (text message) a week or so later as a reminder.
It is estimated that the open rate for emails stands at 25%, while the open rate for an SMS is a staggering 98%.
Ultimately the aim is to convert these lapsed patients into active patients.
There are many ways to entice a patient to come back to your practice:
- Offer them an incentive (e.g. discount)
- Tell them about new brands, services or equipment you've invested in
- Remind them of the importance of good eye health (No scaremongering!)
In the PDF below, you can find an example of a lapsed campaign, there are assets for:
- Email mock-up
- Letter mock-up
- SMS (text message)
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