Who should we contact?
Audit your records, build segments and score them, so you start with the group most worth your time. You'll also know who to leave alone.
By Casper Vestergaard Reactivation Co
The Patient Reactivation Campaign Kit
Before you spend more finding new patients, find the ones you've already earned.
A $29 implementation kit that helps aesthetic clinics work out which previous patients may be worth reconnecting with, build the right message sequence, and create a clearer path back to a conversation and a booking.
Find the patients worth reactivating $29
- One-time $29
- 30-page A4 workbook
- 10 modules
- Email & SMS templates
The question that crowds everything out
"Where does the next new patient come from?"
It's the question that tends to take over when the calendar looks thin. More ad spend. A new offer. Another platform. Another agency.
It rarely includes the people who already found you, already trusted you enough to book, and already sat in your chair. Each of them cost something to win: advertising, a consultation, your team's time, a practitioner's skill.
Most of them didn't leave because something went wrong. They just never got a relevant reason to hear from you again, and nobody at the clinic was given the job of finding one.
Patients · last visit over 12 months · nothing booked
Illustration
- Patient 0142Consultation14 monthsNo follow-up
- Patient 0317Skin treatment13 monthsNo follow-up
- Patient 0421Course started16 monthsPlan incomplete
- Patient 0588Consultation19 monthsNo follow-up
- Patient 0603Treatment22 monthsNo follow-up
- Patient 0719Enquiry12 monthsNever attended
Try this before you read on
Open your booking system. Filter for patients whose last visit was more than a year ago, with nothing booked since. Then ask one question: when did any of them last hear something relevant from us?
Two places to look for your next booking
One has to be paid for again every month. The other you've already built.
Option one
Chase more new patients
- More ad spend to reach people who don't know you yet
- Cold attention, competing with every other clinic nearby
- Trust has to be built from nothing, every time
- More acquisition activity to keep the diary full
Option two
Work the relationships you already earned
- A previous relationship with your clinic and your team
- Treatment or consultation history that tells you what's relevant
- A genuine reason to reconnect, if you take the time to find it
- A clearer starting point for a conversation
Acquisition still matters. But it's easy for all the budget and effort to go into the first column while the second gets an occasional newsletter. The kit gives the patients who already know you a proper turn first.
What the kit helps you do
Four questions every reactivation campaign has to answer. The kit answers them with you.
Why would they want to hear from us?
A reason to return that's true, specific and useful to the patient, checked by your practitioners before it goes anywhere.
What do we send, and when?
A four-message email and SMS structure with timings, stop rules and templates for eight different situations.
What happens when they reply?
Scripts for price questions, "maybe later", "I'm interested" and silence, with clinical questions routed to a clinician.
Inside the kit
A working document, not a reading exercise.
Thirty A4 pages in the same design as this site. Worksheets you can print and fill in, tables you can copy into a spreadsheet, and templates you adapt rather than start from scratch.
Module by module
Ten modules, in the order you'll use them.
- 01
Find the opportunity
A patient database audit: the eight fields that matter, headline counts, and an exclusion checklist.
- 02
Segment before you message
Six segment types, from recent patients to consultation-only, with what each may want and where to take care.
- 03
The opportunity scorecard
A permission gate, six criteria scored 0 to 2, and a clear reading of the total. Worked example included.
- 04
The reason to return
The four-question reason test, seven reason types, and a one-sentence reason builder.
- 05
Campaign builder
The four-message structure with timings and stop rules, plus a one-page campaign brief.
- 06
Email & SMS templates
A full four-message sequence and seven situation-specific templates, each with an SMS version.
- 07
Reply handling
What to say to "how much?", "maybe later", "I'm interested", "what would you recommend?", and silence.
- 08
The reactivation tracker
A printable tracker with a status key, a results review, and a spreadsheet-ready version.
- 09
14-day implementation plan
One task a day, most under an hour. Nothing is sent until day 12.
- 10
Before you send
A checklist covering the group, permission, the message, the booking path and frequency, with sign-off.
Where this fits
"I understand the idea." "Now help me actually run it."
Free · Field Note 01
The Patient Come-Back Starter Guide
Helps you understand reactivation:
- Which group of patients to start with
- Why that group might care
- Three first messages
$29 · Field Kit 02
The Patient Reactivation Campaign Kit
Helps you build and run the campaign:
- Database audit and segmentation
- Opportunity scoring
- Campaign strategy and the email/SMS sequence
- Templates and reply handling
- Tracking and a 14-day implementation plan
If you've read the free guide, nothing here repeats it. The kit starts where the guide stops.
Who it's for
Written for the person who has to make this happen at the clinic.
A good fit if you're
- A med spa or aesthetic clinic owner who wants to use the patient list before spending more on ads
- A clinic or marketing manager who's been asked to "do something with the database"
- A single-location clinic with a few hundred or more past patients and a booking system that records visits
- Happy to spend 30 to 60 minutes a day for two weeks
Probably not for you if
- You want someone else to do all of it. That's what Casper's done-with-you work is for.
- You're looking for a way to message everyone on the list at once
- You don't have permission to contact past patients and aren't able to sort it out
- You're expecting guaranteed bookings. Nobody honest can promise those.
Before and after the 14 days
From "we should really do something with our database" to a campaign that's running.
Before
- A vague sense that there are "lots" of past patients
- No clear idea who to contact first, or who to leave alone
- A "we miss you" email that feels awkward to send
- Replies land in a shared inbox and wait
- No record of who was contacted or what happened
After
- Rough counts for each group, and a list of who's excluded
- One scored segment chosen for a reason you can explain
- A true reason to return, approved by a practitioner
- A four-message sequence with a named person on replies
- A tracker showing every contact, reply and next step
The 14-day workflow
One small, specific task a day.
- Days 1–2
Audit
See what's recorded, count the groups, apply exclusions.
- Days 3–4
Segment & score
Define three or four segments. Choose one.
- Days 5–7
Reason & brief
Build the reason, write the brief, share it with the team.
- Days 8–11
Write & approve
Adapt the templates, get clinical sign-off, set up and test.
- Days 12–14
Send & reply
Final checklist, message one, replies logged in the tracker.
A look at the templates
Starting points you adapt, not copy you paste.
Every template leaves the clinical detail to your practitioners and asks your clinic to approve the wording. Here's the opening message from the four-message sequence, exactly as it appears in the kit.
Subject: A quick check-in after your [treatment]
Hi [First name],
It's been about [time] since your [treatment] with us at [Clinic name], and I wanted to check in.
How have you found it? If you have any questions, or you'd like to talk about what might be suitable next, we'd be glad to help. You can reply to this email, or book a time that suits you here: [booking link]
Warm regards,
[Sender name], [Role], [Clinic name]
Hi [First name], it's [Sender] at [Clinic]. It's been about [time] since your [treatment] and we wanted to check in. If you'd like to talk about a next step, reply here or book: [link]. Reply STOP to opt out.
"What would you recommend?"
A clinical question, however casually it's asked. Don't answer it from the front desk. Route it to a practitioner or offer a consultation.
Why "we miss you" emails fall flat
A message about the clinic's diary is easy to ignore. A message about the patient isn't.
It's about you, not them
"We miss you" tells the patient what the clinic feels. It doesn't tell them why hearing from you is useful now.
It goes to everyone
Sent to the whole list, it can't be relevant to anyone's actual history, and it reads that way.
It stops after one
One message and no follow-up. The people who were simply busy never get a second chance to notice it.
The usual
"We miss you! It's been a while. Book now and get 20% off your next treatment."
From the kit
"You started a plan with us in [month]. If you'd like to talk about where you left off, [practitioner] can review it with you."
Who made this
The method I use with clinics, written down.
I build patient reactivation campaigns for aesthetic clinics. That's the whole job: finding the reason a specific group of past patients would want to hear from their clinic again, writing the sequence, and building the follow-up.
This kit is the same way of working, written down so your clinic can run it yourselves: the audit, the segmentation, the reasoning, the templates and the tracking.
If you'd rather have it built with you, that's what the rest of this site is about.
Casper
The kit
$29, once. Then use it for every segment you have.
Priced to be an easy decision. There's no subscription and no discount clock, and you don't need anything else to use it. Run the first campaign, then go back to your scorecard and run the next.
Every clinic's results depend on its patients, treatments, permissions and follow-up, so the kit makes no promise of bookings or revenue. What it gives you is a structured, careful way to try.
The Patient Reactivation Campaign Kit
$29 one-time
- 30-page A4 workbook (PDF)
- 10 modules, 8 printable worksheets and a fully worked example
- A full email & SMS sequence plus 7 more templates
- Reply-handling scripts
- Tracker and results review, plus a spreadsheet version
- 14-day implementation plan
- Before-you-send checklist
Online checkout is being connected. Until then, this button emails Casper and he'll send the kit directly.
Secure checkout. You'll get your download link once payment is complete.
Questions
Before you buy.
Is this just the free guide with more pages?
No. The free guide helps you pick one group, think of a reason and adapt three messages. The kit covers what comes after: auditing the database, building and scoring segments, a full campaign structure, eight template situations, reply handling, tracking and a day-by-day plan. It doesn't repeat the guide.
What format is it, and how do I get it?
A 30-page A4 PDF you can read on screen or print, plus a spreadsheet version of the tracker. You get the download link as soon as payment is complete.
Do we need special software?
No. You need access to your booking or practice-management system (or an export from it), and whatever you already use to send email or SMS. The worksheets work on paper or in a spreadsheet.
Will this get us bookings?
It can't promise that, and nothing honest can. Response depends on your patients, your treatments, your permissions, your timing and how replies are handled. The kit gives you a careful, structured way to find the right group, give them a real reason and follow up properly.
Is any of this medical or legal advice?
No. The kit is about communication and planning. Your clinic stays responsible for consent and marketing permissions, privacy, advertising rules for your treatments and location, clinical suitability, and approving every message. The templates are written to leave clinical judgement with your practitioners.
Does it work outside the UK or US?
The method isn't tied to one country. Permission and advertising rules differ from place to place, though, so the kit tells you where to check your local rules rather than assuming them.
Can my team use it?
Yes. It's licensed for use within the clinic or business that buys it, so share it with your front desk, managers and practitioners. Please don't resell or redistribute it.
What if I'd rather have Casper build it for us?
That's what the done-with-you work on the main site is for. The kit is for clinics that want to run it themselves.
Your patient list is already there
Before you pay for more attention, look at the patients whose attention you already earned.
Start with the patients who already know your clinic $29
One-time $29 · 30-page workbook · Email & SMS templates · 14-day plan