The conversation that keeps going

The situation

Illustrative scenario: during a quiet afternoon, a centre owner reviews clients who have not visited for several months and sends a simple message: “Hi Carmen, it’s Ana. I noticed we haven’t seen you for a while and wanted to check in. How are things?” Some clients reply, others do not, and a few choose to book. The point is not the fictional outcome; it is that a dormant relationship deserves a human check-in before a promotion.

The common mistake: contacting clients only to fill a gap

If every message says “discount this week”, clients learn to treat the conversation as promotion. A retention sequence should put relationship first, useful context second and an invitation last. Not every dormant client should receive an offer, and every message must respect consent, frequency and opt-out requirements.

The method: the Three Touches reactivation sequence

Reactivation is not a single blast. It is a short, reviewable sequence that begins with the relationship and stops when contact is no longer appropriate.

• Touch 1 — Personal check-in (day 0): use the client’s name and, where relevant, their usual practitioner. Do not attach an offer. Ask a genuine, easy-to-answer question.
• Touch 2 — Relevant value (day 7): share something that fits their previous service or treatment plan, such as aftercare guidance or a useful update. Do not manufacture urgency.
• Touch 3 — Gentle invitation (day 14–18): if consent and context still support contact, offer a specific reason to return and state any conditions clearly. Do not continue the sequence after an opt-out or negative response.
• Alongside the sequence — meaningful moments: a genuine birthday message and a 48-hour follow-up after a first treatment, where appropriate. For clinical care, use the follow-up protocol set by the responsible practitioner.