Ric
Forbes
Menu
Close
Remember that sinking feeling when you're looking at next week's schedule and realize a regular patient hasn't been back in months?
They were supposed to come in for their cleaning. Then... nothing.
You figured they'd reschedule, but they never did.
Now it's been six months, maybe even a year, and you're wondering if they found another dentist.
But here's what'll really make your blood boil...
This isn't just happening with one patient.
It's happening over and over again.
And while you're spending money on marketing to find new patients, your existing ones... the ones who already know, like, and trust you... are vanishing into thin air.
Picture this scenario that's probably all too familiar:
You've got a practice that's been running for years...
You've built relationships...
You've earned trust...
You've proven your worth...
But somehow, your schedule keeps getting lighter.
Your hygienists are asking about their hours.
Your front desk is scrambling to fill cancellations.
And you're wondering if you should cut back on staff.
Meanwhile, you're spending thousands every month on marketing to replace patients who shouldn't have left in the first place.
Here's what's really happening: You're trapped in the most expensive cycle in dentistry.
When a patient walks out of your office after their cleaning, they're not just a single appointment.
They represent years of future revenue.
Think about it: twice-yearly cleanings, the occasional filling, maybe some cosmetic work down the road, and don't forget... they might refer their family members too.
When that patient disappears, you don't just lose their next appointment.
You lose their entire future value to your practice.
And here's the kicker: Most of these patients don't leave because they're unhappy with your work.
They leave because they forgot to schedule their next appointment, got busy, and now they feel awkward about coming back.
They're embarrassed.
They think you're mad at them.
So instead of facing that uncomfortable conversation, they find a new dentist.
This patient exodus creates a domino effect that most practice owners don't see coming:
Head #1: The Revenue Hemorrhage Every lost patient takes their future appointments with them. But it's worse than that. When patients skip regular cleanings, small problems become big problems. Problems that could have been simple cleanings turn into expensive treatments... at someone else's practice.
Head #2: The Marketing Money Pit You're spending serious money to acquire new patients while high-value existing patients walk away. It's like trying to fill a bucket with a giant hole in the bottom. You're working twice as hard to stay in the same place.
Head #3: The Team Exodus When schedules get light, your best people start looking for more stable practices. Lose your skilled hygienists and assistants, and you're stuck training new people while trying to rebuild your patient base. It's a nightmare scenario that's entirely preventable.
Here's what most practice owners don't understand about lost patients:
They want to come back.
They liked you... They trusted you... The work was good...
But now it's been months since their last cleaning, and they're mortified.
They imagine you're sitting there thinking, "Where has this patient been?"
They picture your hygienist giving them lectures about their oral health.
They're convinced you're going to make them feel guilty about missing their appointment.
So instead of dealing with that imagined awkwardness, they find a new dentist where they can start fresh.
Most practices handle lost patients in one of two ways, and both are absolutely devastating:
Mistake #1: The Ostrich Approach They ignore lost patients completely and focus only on getting new ones. It's like ignoring a leak in your roof and just buying more buckets. You're treating the symptom while the problem gets worse.
Mistake #2: The Guilt Trip They send passive-aggressive messages that make patients feel bad for staying away. Communications like "We miss you" or "It's been a while since your last visit" make patients feel judged and push them further away.
Both approaches fail spectacularly because they completely miss the psychology of why patients disappear in the first place.
But here's what the most successful practices have figured out:
Lost patients aren't actually lost.
They're just temporarily displaced.
And with the right approach (the right message at the right time), you can bring them back.
Not just for one appointment, but for life.
The practices that understand this simple truth are the ones that thrive while their competitors struggle.
They're the ones with full schedules, stable teams, and growing revenue.
They're the ones who've cracked the code on patient retention.
And they're about to leave everyone else in the dust.
The Psychology-Based Solution That Changes Everything
What if I told you there's a way to bring back these "lost" patients without making them feel guilty, awkward, or judged?
What if you could reconnect with them in a way that actually makes them grateful you reached out?
What if you could turn your biggest practice problem into your most reliable revenue stream?
The answer lies in understanding the real psychology behind why patients disappear and crafting communications that address their actual concerns, not the ones you think they have.
Here's what you need to do: a sequence that makes it easy for patients to return without feeling judged.
NOTE: These are just examples and are not meant to be used verbatim; you must edit your copy**
Email 1 (Day 1): The No-Pressure Check-In "Hi [Name], I noticed it's been a while since your last visit. Life gets busy, I know. Just wanted you to know we're here when you're ready to take care of your smile again."
Email 2 (Day 4): The Helpful Tip Share something useful they can do at home. "3 signs your gums need attention" or "how to tell if you're brushing too hard."
Email 3 (Day 8): The Understanding Message "Many of our patients take breaks from their routine and return when they're ready. There's no judgment here - we understand life happens."
This directly addresses their biggest fear: that you're upset with them for staying away.
Email 4 (Day 12): The Easy Return "I'd love to help you get back on track with your oral health. If you're ready to schedule, I'll make sure your visit addresses any concerns you have."
Email 5 (Day 16): The Open Door "If you want to come back, just reply to this email or give us a call. We'll always have a spot for you."
Each email has a job:
The timing matters too. You give them space to think without forgetting about you.
When you implement this approach with lost patients, something remarkable happens:
Some will come back.
The exact number depends on your situation, but even a few returning patients each month can make a significant difference to your bottom line.
But here's what's even more powerful: These patients often become more loyal than before.
Why?
Because you showed them you care about the relationship, not just the appointment.
You demonstrated that you understand their concerns.
You made it safe for them to return.
You proved that your practice is different from the guilt-tripping, pressure-filled experiences they've had elsewhere.
When you run this sequence with lost patients, some will come back.
The exact number depends on your situation, but even a few returning patients each month can make a real difference.
Consider this: These patients already know you're good, and they already trust you...
They just need permission to come back without feeling awkward about it.
Patients who return through this approach often become more loyal than before. Why?
Because you showed them you care about the relationship, not just the appointment.
Your practice isn't just about fixing teeth.
It's about building relationships based on trust and understanding.
Patients don't just want dental work.
They want to feel cared for...
They want to know you notice when they're gone...
They want to feel welcome when they're ready to come back...
This email strategy accomplishes all of that while helping your practice grow.
Most practice owners spend all their energy chasing new patients, but your past patients have already chosen you once.
They already overcame their fear of the dentist to sit in your chair...
They already trusted you with their health...
They just need a gentle reminder of why they made that choice in the first place.
You have two options:
Option 1: Keep doing what you're doing. Keep spending money on marketing to replace patients who shouldn't have left. Keep watching your schedule get lighter while your costs go up.
Option 2: Start treating lost patients like the valuable assets they are. Reach out with understanding instead of pressure. Create a system that brings them back while building stronger relationships.
The choice is yours.
But remember: Your past patients might be waiting for you to reach out.
They could be ready to come back.
You just need to show them it's okay.
And if you don't feel like lifting a finger and you want someone to bring in more patients, then we should talk.
Schedule a 20-minute Discovery Call → Ric Forbes, (252) 320-9940
If you're not seeing 3-5 past clients come back within a month, we should definitely have a quick 20-minute chat about what's going on ...
