E3: The 'Hidden' New Clients Already In Your Business!

Mark Vurnum

Welcome along! today I want to talk about something you ALREADY have in your business that will bring you new clients that I know you are not doing anything with. Sounds good right? Let's dive right into it.

Mark Vurnum

So here's something that clinics often overlook: dead leads. Now, when I say "dead leads," I’m not talking about people who are unwilling to engage with you. No, I mean potential patients who, for one reason or another, lost interest or just didn’t follow through. And believe me when this happens, it’s not a lost cause. These "dead leads" are actually untapped revenue waiting, just waiting, to be revived.

Mark Vurnum

So why do leads go cold in the first place? It's not always because they’re not interested. More often than not, timing’s off. Maybe they were busy or had other priorities at the time. And let’s not forget things like unclear calls-to-action or overly generic outreach—that doesn’t exactly shout, "We know what you need and we’re here to help!" Timing, clarity, and being personal... these are critical.

Mark Vurnum

Now, let me give you an example that really drives this home. There’s a dental practice right here in Essex, and they had more than 50 leads just sitting there. After putting some updated strategies into place—things like polishing their follow-up emails and clarifying their messaging—they managed to convert 15 of those leads into new appointments. Yeah, you heard that right, 15 appointments from supposed "dead leads." That’s real money back in the business.

Mark Vurnum

So the question becomes: how do you bring those leads back to life? Well, you’ve gotta meet them where they are. Personalization is key. If you tailor your follow-ups based on their previous inquiries, you’re way more likely to catch their attention. You can also bring in patient success stories—little moments that say, "We’ve helped people just like you." And, if you want to sweeten the deal, offer them something exclusive, like a limited-time discount or incentive. Sometimes, that’s all the nudge they need.

Mark Vurnum

One tool that works brilliantly for this kind of thing is an SMS-based Database Reactivation campaign. You send out personalized, automated text messages to those colder leads, and it’s amazing how much that little buzz on their phone can do. For example, in an aesthetics clinic I worked with, this method wasn’t just a reactivation effort—honestly, it became a game changer. They started segmenting leads into behavior groups, like ‘consultation requested’ or ‘quote received’, and saw real improvements. Within six months, their business had transformed. And you can do the same.

Mark Vurnum

But here’s the thing—it’s not just about sending the messages. You’ve gotta monitor your performance. Check your metrics. Look at how many people are actually rebooking, which channels work better—whether it’s email, SMS, or even a good old-fashioned phone call. A Manchester dental clinic I worked with saw a 20% boost in revenue just by tweaking and updating their campaigns based on these insights. Keep refining, and you’re gonna, you’re gonna keep seeing results.

Mark Vurnum

When it comes to patient communication, empathy isn’t just a nice-to-have—it’s the foundation of everything. You see, when leads don’t convert, it’s not always because they don’t want what you’re offering. Sometimes, they’re just stuck—stuck in their own schedule, stuck weighing options, or maybe just unsure about making that commitment.

Mark Vurnum

So how do you break through that barrier and get them unstuck? Well, here’s what I tell every clinic: train your team to really listen. I mean, not just listen, but listen with intent. Ask open-ended questions to understand what’s holding them back, like "What’s the biggest hurdle for you in scheduling an appointment?" That way, you’re not just assuming—you’re showing that you genuinely care about their needs.

Mark Vurnum

And this idea of meeting patients where they are? It’s powerful. I worked with a clinic that, instead of pushing one rigid schedule, offered flexible booking options. Just that change alone increased their booking rate by 25%. It’s a small shift, but the impact? Huge.

Mark Vurnum

Now, let’s talk automation—because, let’s face it, you’ve only got so many hours in a day. The trick is to balance automation with human connection. For instance, you can set up smart workflows. Start with an SMS reminder—simple and quick, right?—then follow it up with an email loaded with helpful content, like FAQs or testimonials, and finish strong with a limited-time offer. It’s like giving your patients an easy roadmap back to your clinic. One of my clients did exactly this, and their DBR campaign alone boosted appointments by 10%. Ten percent—with nearly no extra manual effort.

Mark Vurnum

And don’t forget to add that human touch, even when you’re automating. Something as simple as including the patient’s first name or referencing their initial inquiry can, I’ll tell you, make all the difference. It’s what turns a basic follow-up into a personal invitation.

Mark Vurnum

Another creative way to re-engage? Think outside the predictable appointment reminders. Use "We Miss You" campaigns or send out invitations to exclusive events, like a free dental check-up day or an open house. I’ve seen clinics absolutely crush it with campaigns like these because they rebuild trust and rekindle interest. And pairing these campaigns with actionable value, like discounts or free expert advice, gives that extra push toward rebooking.

Mark Vurnum

So, let’s talk systems—the backbone of consistent, predictable success. When it comes to lead reactivation, having scalable workflows is crucial. Think quarterly trainings focused on improving your team’s follow-up scripts or updating BDR strategies. And, over time, these repeated efforts, they build momentum. You start noticing patterns—what works, what doesn’t—so tweaking gets easier, and growth becomes more predictable.

Mark Vurnum

Here’s a quick example. There’s a dental office in London that adopted what I call the "standardized reactivation model." They created step-by-step workflows for handling cold leads, and you know what happened? Their monthly conversion rates spiked. I’m talking repeatable results—week after week. That’s the power of systematizing your efforts.

Mark Vurnum

But, let’s not forget the human element in all this. Motivation plays such a big role. Recognizing your team for their contribution makes a massive difference. One clinic I worked with started a “Lead Hero of the Month” award and, honestly, it just lit a fire under their team. Morale went up, and—get this—they booked 30 new appointments in just one month. Great culture drives great results.

Mark Vurnum

And incentives—seriously, don’t underestimate them. Look, it could be something as simple as a team lunch or a small prize tied to performance goals. I’ve seen clinics turn small rewards into big wins when it inspires effort. It’s about consistent actions adding up over time.

Mark Vurnum

The truth is, growth doesn’t happen by chance. It’s not luck. It’s about showing up day in and day out with systems, with strategy, and with a motivated team that believes in the vision. And when your team feels appreciated, when they see the results of their efforts, it’s that consistency that pushes the whole clinic forward.

Mark Vurnum

Let’s wrap it up here. At the heart of all this, it’s about persistence matched with the right tools. Leads that once seemed out of reach? They’re not lost. Build those systems, nurture your team, and never stop refining the process. Believe me, the results will follow. And that’s all for today’s episode. Thanks for tuning in, and I’ll catch you next time on Beyond the Drill!