Winning a new patient costs money for advertising. Bringing back one who has already visited costs a fraction of that. Even so, many clinics don’t work with their database systematically.
Why mass mailing isn’t enough
Recipients and email providers can both spot one text sent to an entire database. A large share of such messages ends up in the Promotions tab or in spam. A typical mass mailing converts at around 0.5 to 1%.
What personalisation brings
When AI writes a separate text for each person, the message is more likely to reach the main inbox and reads like a personal note. In one of our projects outside healthcare, personalised communication reached a 3.7% conversion to order, several times the rate of a typical mailing.
For a clinic, the obvious uses are reminders for a preventive check-up, a follow-up after treatment or dental hygiene at regular intervals.
Consent and content
Health data is a special category of personal data. For marketing emails, a clinic needs an appropriate legal basis, typically the patient’s consent obtained when collecting the contact. We keep the content of messages free of any individual’s health data, and the database stays with the clinic. It is never uploaded to ad platforms.
The cheapest patient is one who has already been to you. They just need a reminder that it’s time to come back.
When it makes sense
When a clinic has a database of at least a few hundred contacts and patients come back repeatedly. In dentistry, physiotherapy or aesthetic care, that’s almost always the case.
How to start
The first step is a review of the database: what data exists, what consent it has and what potential it holds. Only then does it make sense to build segments and scenarios.