Reactivation campaigns: re-engage past enquiries and lapsed patients

1. Start with who you are allowed to contact

Under UK GDPR you need a lawful basis to use someone’s details. For marketing by email or text, the Privacy and Electronic Communications Regulations (PECR) add further rules. In broad terms:

• Consent: people who clearly agreed to hear from you by that channel can be contacted, as long as their consent is recorded and still current.
• Soft opt-in: PECR allows some email and text marketing to existing customers about similar services, if you collected their details during a sale or negotiations for a sale, gave them a simple chance to opt out at the time, and offer an opt-out in every message. Whether a past enquiry counts as “negotiations” depends on the circumstances, so be cautious and read the ICO guidance on electronic mail marketing.
• Phone calls: marketing calls have their own rules, including screening against the Telephone Preference Service unless the person has specifically agreed to calls from you. See the ICO guidance on telephone marketing.
• Service messages, such as appointment reminders, are treated differently from promotional messages. Do not dress up a promotion as a service message.

If you cannot show why you are allowed to contact someone by a particular channel, leave them out.

2. Clean and segment your list

• Remove anyone who has opted out, asked not to be contacted or made a complaint about contact.
• Remove duplicates, out-of-date details and anyone you know has moved away.
• Separate past enquiries from lapsed patients, as they need different messages.
• Group past enquiries by the treatment they asked about, such as aligners, whitening or implants.
• Group lapsed patients by how long it has been since their last visit.
• Note the channel each person agreed to, and only use that channel.

3. Write and approve your messages first

Every message should be checked and approved by the practice before it is sent. Good reactivation messages are short, personal and useful.

• Say clearly who you are and why you are getting in touch.
• Refer to what they were interested in, without sharing sensitive details in the message itself.
• Offer one clear next step, such as booking a consultation.
• Include a simple way to opt out in every marketing message, and make sure it works.
• Avoid pressure, false urgency or anything that could make someone feel uncomfortable about their appearance.

4. Keep offers within the rules

Offers can help, but dental marketing must stay honest and professional. The GDC guidance on advertising expects information to be accurate, verifiable and not misleading. Advertising rules from the ASA also apply.

• Make sure any offer is genuine, clearly explained and includes the key conditions.
• Do not promise results or imply a treatment suits everyone. Suitability is decided at a clinical assessment.
• Do not promote prescription-only medicines, such as anti-wrinkle injections, by name to the public.
• Do not use time pressure that is not real.

5. Honour opt-outs straight away

• Process every opt-out promptly, whichever channel it comes through.
• Keep a suppression list so people who opted out are never re-added by mistake.
• Make sure your team knows how to record an opt-out received by phone or at the desk.

6. Plan the campaign

1. Choose one segment and one clear goal, for example consultations for a single treatment.
2. Send the first approved message by the agreed channel.
3. Follow up once or twice with helpful, approved messages, leaving a sensible gap.
4. Have your team ready to reply quickly and book consultations as responses arrive.
5. Stop contacting anyone who books, declines or opts out.

7. Measure bookings, not just clicks

• Messages sent, by segment.
• Replies and opt-outs.
• Consultations booked and attended.
• Treatments started, where you can link them back to the campaign.
• Any complaints, which should prompt an immediate review.

Reactivation checklist

• Lawful basis and channel permission confirmed for everyone on the list.
• Opt-outs and suppressed contacts removed.
• List segmented by enquiry type or time since last visit.
• Messages approved by the practice, with a working opt-out.
• Offers accurate, with no promised results or prescription-only medicines named.
• Team ready to respond and book.
• Results measured in consultations and bookings.