People who left your practice already know how it works. Reasons like a job with coverage, a tight budget or a move can change. A friendly note at the right time costs almost nothing.
Who to invite back
- Members who left for cost or a job change.
- Members who left on good terms.
- Not members who asked you not to contact them, or who left after a serious complaint.
When to reach out
- 6 to 12 months after they left.
- Late in the year, before January.
- When you add something they asked for, such as new hours or a service.
What to say
"We've missed having you. If your situation has changed, we'd be glad to have you back. Here's what's new." Keep it short and personal, from the doctor if possible.
What to offer
You could waive the enrollment fee for returning members. Decide your rule and apply it the same way every time. Enrollment fees and promotions.
Track it
In a made-up example, you contact 50 former members and 6 rejoin. That's 6 members without any ad spend. Record "returning member" as a source. Tracking sources.
What I'd do this week
- Pull a list of members who left in the last two years and why.
- Remove anyone who shouldn't be contacted.
- Write a short invitation and send it to the first ten.
Common questions
Is it pushy to contact former members?
Not once or twice a year, with an easy way to opt out.
Should returning members pay the current price?
Usually yes. Keep pricing the same for everyone.
What if they left over a complaint?
If the issue is fixed, a personal note from the doctor may be welcome. Use judgment.
Want returning members counted separately?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.