# How do you plan a patient reactivation campaign?

Canonical: https://prospyrmed.com/resources/practice-answers/patient-reactivation-workflow
Sources reviewed: 2026-09-17 · Prepared by Prospyr

Start with a clearly defined eligible cohort, review outreach permissions and exclusions, assign a reply owner and set stop conditions. Measure completed visits against a suitable comparison where possible. Do not treat every return visit or message delivery as an incremental campaign result.

## Define eligibility before writing the message

Use a practice-approved service workflow and clinical judgment when choosing the cohort. Exclude future bookings, opt-outs and unresolved concerns. Keep treatment details out of a generic reminder and review the actual message under your channel-specific policies.

Source: [Prospyr reactivation planning workflow](https://prospyrmed.com/blog/post/ultimate-guide-to-patient-reactivation) — First-party operational planning example; not a clinical recall interval or permission to send messages.

## Separate activity from outcomes

Record eligible patients, messages delivered, replies, bookings and completed visits separately. A comparable holdout can help estimate incremental response, but small samples and selection differences make causal conclusions uncertain.

Source: [Prospyr reactivation planning workflow](https://prospyrmed.com/blog/post/ultimate-guide-to-patient-reactivation) — First-party operational planning example; not a clinical recall interval or permission to send messages.

## Practical checklist

1. Choose one service cohort and a fixed review window.
2. Review channel permissions, exclusions and message content.
3. Assign replies and define booking/opt-out stop conditions.
4. Separate bookings from completed appointments.
5. Compare contribution after campaign costs, with uncertainty.

## Worked example

In an invented pilot, 100 eligible patients receive outreach and 100 comparable patients do not. Twelve versus seven complete a visit. The five-visit difference is an observation, not a promised lift or proof of causation; assess comparability, sample size and timing before attributing revenue.

## Mistakes to avoid

- Sending to everyone regardless of consent or clinical suitability.
- Continuing outreach after an opt-out or booking.
- Counting all return visits as caused by a campaign.

## Related questions

- [How do you calculate med spa membership margin?](https://prospyrmed.com/resources/practice-answers/med-spa-membership-margin)
- [Can a med spa post before-and-after photos with treatment consent?](https://prospyrmed.com/resources/practice-answers/patient-photo-marketing-authorization)
- [Can a practice withhold patient records because a bill is unpaid?](https://prospyrmed.com/resources/practice-answers/patient-record-access)

Prepared by Prospyr from the cited primary sources. These are educational workflow resources, not individualized clinical, coding, legal or tax advice. No clinician, certified-coder or attorney review is claimed. Confirm current code instructions, payer terms and applicable law for the actual service and date. CPT is a registered trademark of the American Medical Association; this is not a substitute for a licensed current code set.