How The Mayfield Clinic unlocked 9,000 patients it already had — without adding a single pound of marketing spend.
Nine years operational. Over 9,000 patients seen. Hour-long consultations in a 120-year-old Victorian mansion in Edinburgh, where the right outcome is a patient who looks great, full stop — never a patient who looks like they've had something done.
The problem every clinic of this size eventually hits: a patient leaves happy, an automated email goes at nine months, another at twelve, and if they don't reply — nobody follows up. Life gets in the way. They meant to book. They didn't.
Dr Nestor had tried MailChimp. He'd tried an AI system. Neither stuck. They didn't sound like the clinic. They sounded like a marketing funnel.
We tried different clever systems — MailChimp, AI systems. None of them sounded like us.
Dr Nestor didn't need more software. He needed a team who could write to his patients the way he speaks to them — the same care, the same tone. "How are you getting on?" not "it's time to rebook."
Coherent embedded an account lead who learns the clinic's voice and runs every patient touchpoint under it. No templates. Not a SaaS subscription you configure and forget. A working relationship that adapts as the clinic does.
The front of house and clinical assistants no longer carry the recall. It sits with Coherent.
Coherent runs recall and reactivation end to end — the right number of touchpoints per patient (not the seven or eight that feels harassing), every one written in the clinic's voice, on the channel the patient actually uses.
Nine months in, the numbers on mechanism:
The diary filled. The team didn't change.
Engage went live in August 2025. Since then, revenue has averaged 19% above the pre-programme baseline every single quarter. H1 2026 has come in as the strongest half in the clinic's nine-year history — and April 2026 is the strongest individual month on record.
What matters as much as the lift is where it came from. Not new ad spend. Not a new channel. Patients already in the database — contacted in the clinic's voice, at the right moment.
Retention is probably the biggest lever every clinic can pull to increase their revenue.
Dr Nestor on why previous systems failed, what made Coherent different, and what he'd tell another clinic owner considering it.
Dr Nestor's view on the economics of a clinic this size is clear. New patients are great. But with 9,000 already in the database, the better return on management time isn't acquiring the next thousand — it's engaging the nine thousand you already have.
The acquisition cost on a reactivation is zero. The patient already knows the clinic, already trusts the team. The only friction left is a conversation — well-timed, in the right voice.
When someone is actually speaking to your patient — not automating at them — things happen a lot faster.
Nine months in, the clinic runs with the same team and the same hands-on standard of care. The difference is what they're no longer carrying. Recall sits with Coherent. Patient follow-up sits with Coherent. The front of house and CAs have their attention back.
Revenue is up 19% quarter-on-quarter. The marketing budget is the same it was a year ago. April 2026 was the strongest single month in the clinic's history.
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