Contacting Past Patients Again: A Reactivation Letter Done Right

Every clinic has people who came for a while and then stopped. Some finished what they needed. Some meant to book a review and never did. Some moved, changed jobs or simply forgot.

Reaching out again can be good care. A short note saying "it may be time for your review" is often welcome. But the same list can just as easily be used for a sales message, and that's where clinics get into trouble with their clients' trust and with the rules.

This post walks through how to do it with care, step by step.

Start with consent, not the list

The first question isn't "who hasn't been in for a while?" It's "who agreed to hear from us, and how do we know?"

Look at your intake process. Many clinics ask new clients, on the intake form or during onboarding, whether they're happy to receive reminders, recall notices or other messages by email or SMS. That express consent is what you're looking for.

For each past patient you're thinking of contacting, check:

• Did they tick or sign something agreeing to be contacted?
• What did they agree to: appointment reminders only, or recall and follow-up messages too?
• Which channels did they agree to: email, SMS, phone, post?
• Have they since asked not to be contacted?

If you can't find a record of consent for someone, leave them off the list. Don't send an email asking for consent either, because that message itself can count as the kind of message that needs consent. Australia's spam rules are set out by the ACMA, and their guidance is worth reading at the source before any campaign. The Privacy Act matters too: under Australian Privacy Principle 7, using health information (which is sensitive information) for direct marketing needs the person's consent, and every marketing message needs a simple way to opt out. The OAIC's APP 7 guidelines explain how this sits alongside the Spam Act.

Recall, not promotion

The wording decides whether this is care or marketing. Compare:

Sales wording: "We miss you! Book this month and save on your next session."

Care wording: "Hi Sam, it's been a while since your last visit with us. If you'd like a check-in about how things are going, we're happy to help. You can book online or call us on [number]."

The care version:

• Says who it's from
• Gives a reason based on their care, not your calendar
• Makes no offers, discounts or claims about results
• Leaves the decision with them

If a message wouldn't make sense coming from a clinician who genuinely wanted to check in, rewrite it.

What every message must include

• Your clinic's name and how to contact you
• A working opt-out. For email, an unsubscribe link or a clear "reply STOP" instruction. For SMS, a simple way to opt out. Test it yourself before sending.
• Plain, respectful language. No pressure, no countdowns, no "last chance".
• No health details in the message itself. Don't mention their condition, treatment or diagnosis. Someone else may see their phone or inbox.

Send in small batches

Don't send to everyone at once. Small batches give you time to read every reply and catch problems early.

1. Pick a small first batch of people with clear consent records.
2. Send, then wait a few days.
3. Read every reply personally. Replies go to a person, not an auto-responder. Someone may tell you about a change in their health, a bereavement or a complaint.
4. Act on opt-outs straight away. Update your system so they're never contacted again, and don't make them ask twice.
5. Adjust the wording based on what came back, then send the next batch.

Keep a consent trail

Record enough that you could show, later, why each person was contacted:

• Where and when their consent was given
• What they consented to
• The date and wording of the message sent
• Their reply, if any
• Any opt-out, and the date it was actioned

A simple spreadsheet works for a small practice. If your practice software can store consent and opt-outs against each client record, use that instead, so the information stays in one place.

Where AI helps, and where it doesn't

AI is useful here for drafting. It can write a few versions of a recall letter in your clinic's voice, tidy the wording and draft SMS versions. It can also help you design the spreadsheet for your consent trail.

It shouldn't decide who gets contacted. Keep patient records out of AI tools: don't paste client lists, notes or contact details into one to "find the right people". Do the consent check in your own systems, by a person.

Prompt you can copy

I run a [type of practice] in [suburb]. I want to write a short,
care-first recall message to past clients who have given consent
to be contacted, inviting them to book a check-in if they'd like one.

Write 3 versions of an email (under 120 words) and 3 versions of
an SMS (under 160 characters).

Rules:
- Use [First name] as a placeholder. Use no other personal details.
- Do not mention any condition, treatment or diagnosis.
- No offers, discounts, urgency or claims about results.
- Include the clinic name [name], phone [number] and booking link [link].
- Include a clear opt-out line in every version.
- Warm, plain Australian English. It should read like a clinician
  checking in, not a promotion.

You decide who receives it, after checking consent in your own records. The AI only drafts the words.

What a person must still decide

• Whether each person's consent covers this kind of message
• Whether this is genuinely care follow-up for your clients, or marketing
• The final wording, read by someone who knows your clients
• Who reads the replies, and how quickly
• Whether to ask your professional body or adviser before sending

Your checklist

• Check each person's consent record: what they agreed to, and by which channel
• Leave off anyone without a clear record, or who has opted out
• Write care wording, not sales wording
• Include your clinic's name, contact details and a working opt-out
• Keep health details out of the message
• Send a small first batch and read every reply personally
• Action opt-outs straight away
• Record the consent trail for everyone contacted

If you'd like this set up for you, that's what the free check is for.

General information only — not clinical, legal or financial advice. No client is named and nothing here describes a patient or participant. Written by Aishah Shah, Western Sydney.