A lapsed patient has already cost you acquisition spend. Every year they stay lapsed, you lose a full year of lifetime value for a patient you never have to convince again.
In the worked example in {{Understand patient lifetime value}}, that is $1,650 per lapsed patient per year.
Why concerns change every 3 to 6 months
Skin concerns are not static. A patient who last came in for tox and now reports texture and laxity has a new reason to book — in their own words, not yours. That change is both the reason to reach out and the thing your Opaline assessment surfaces.
This is why a reactivation message built around an Opaline assessment outperforms a generic “we miss you” text. You are not asking them to come back. You are giving them a way to find out what changed.
How to run reactivation
Send Tuesday, Wednesday, or Thursday, 9–11 am local time. These windows have the highest open rates
Keep each text under 160 characters so it sends as a single message
Always include your assessment link and an incentive
Run lapsed patients and nurture leads on the same monthly cadence rather than writing either group off
For templates and send timing, check out {{Launch with a text reactivation campaign}}.
For where to find your tracked links, check out {{Share a quiz link}}.
When a lapsed patient completes the assessment, they enter your Leads Dashboard like any other lead — scored, with stated concerns and a timeline. Work them the same way. To learn more, check out {{How lead score works}}.