Glossary
Recall Marketing in Healthcare
Recall marketing is the systematic outreach to past patients who have lapsed — typically defined as no visit in 60, 90, 180, or 365+ days — with the goal of bringing them back.
Every practice has a patient list larger than its active panel. The difference between the two is the recall opportunity. A practice with 3,000 charts but 800 active patients has 2,200 patients who once chose them and could choose them again — at a fraction of the cost of acquiring a brand-new patient.
The recall arithmetic
If you reactivate 5% of 2,000 lapsed patients = 100 returning patients. At $150 average visit value × 3 visits = $45,000 incremental revenue. Repeat quarterly. Most practices do zero recall.
Why most practices skip it
It is tedious manual work, the lists are messy, and no one owns it. The front desk is too busy with today's patients to text yesterday's lapsed ones.
How to actually run it
(1) Pull the lapsed list segmented by last-visit date and chief complaint, (2) build 3-4 different message templates by reason for lapse, (3) automate a 3-touch sequence (text → 7 days → text → 7 days → call), (4) measure response rate by segment and iterate.
What AI adds
Personalization at scale. Instead of one template for everyone, AI can vary the message based on what the patient was treated for, when they last came, and whether they had a positive review history.
Related reading
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