The standard process for engaging and rebooking patients who cancel their appointments: identification, protocol, booking SOPs, and the full touchpoint journey.
Patient retention4 parts · 6 touchpoints9 min read
What this guide covers
Four parts, in the order you will use them.
01Identifying cancellation patientsWho enters the follow-up pathway, and when
02The protocol for managing and engaging themFour steps, from identification to rebooking
03Booking SOPs that support rebookingChecks, rules, flags and edge cases
04The touchpoint journey, message by messageSix touchpoints over nine days, with ready copy
Before you start
Everything here is a starting point. Please adjust the criteria, the timings and the wording to match how your clinic works.
To suggest a change or leave a note, mark your edits in a different colour so they are easy to spot.
Cancellation criteria
A patient enters the Cancellation Follow-Up Pathway when both of the following are true.
01
They cancel an appointment.
02
They have no upcoming appointment scheduled 24 hours after that cancellation.
Future appointment booked
No further action required. The patient stays on track and does not enter the pathway.
Nothing booked
Add the patient to the Cancellation Follow-Up Pathway and begin the touchpoint sequence.
Process workflow
1
Identify the cancellation
Within 24 hours of a cancellation, check whether the patient has a future appointment booked. If yes, no further action is required. If no, proceed to step 2.
2
Initiate the follow-up journey
If no rebooking has occurred after 24 hours, add the patient to the Cancellation Follow-Up Pathway and begin the touchpoint sequence.
3
Manage patient responses
Continue follow-up until the patient takes an action.
Patient response
Action
“I would like to rebook.”
Rebook the patient, following the Booking SOP.
“Please contact me at a later time.”
Snooze the patient and schedule re-engagement.
“I would not like to be contacted.”
Update preferences in the PMS and exclude from future outreach.
No response
Continue the touchpoint journey.
4
Rebooking
Follow the Cancellation Booking SOP, confirm the appointment, then remove the patient from the follow-up pathway, until they fall off track again.
Cancellation booking SOPs
This SOP applies to every patient who cancelled an appointment and has not rebooked within 24 hours. Please edit or adjust the prefilled criteria as needed.
Checks within 24 hours
For every cancellation, confirm whether the patient has another appointment booked. If yes, no follow-up is required. If no, they enter the Cancellation Follow-Up Pathway.
Cancellation rules
Follow up only where no future appointment is booked after 24 hours. Every eligible patient enters the touchpoint journey and stays in it until they rebook, ask to delay, opt out, or the journey completes with no response.
Rebooking: new patients
For patients yet to attend a first appointment, prioritise rebooking within 24 hours and limit excessive rescheduling; for example, flag for review after two or more cancellations.
Rebooking: existing patients
For patients with prior attendance, offer the same clinician where possible, and a comparable time or day to the original booking.
Flags and edge cases
Do-not-rebook flags
Do not rebook or contact a patient who has explicitly requested no further contact, or where there is a clinical contraindication or other clinical basis for not rebooking.
Exceptions and edge cases
Repeat cancellations: two to three or more should be flagged for review.
A request to delay: snooze the patient and set a reminder to re-engage at the time they asked for.
Touchpoint journey
The aim is to re-engage patients who have cancelled, with the goal of supporting timely rebooking. Contact begins inside a 24-hour window at a higher frequency, then reduces gradually over the following weeks.
This gives early engagement while intent to rebook is highest, and keeps a light follow-up running for patients who are simply slower to respond.
TP1
+24 h
TP2
+48 h
TP3
Day 3
TP4
Day 5
TP5
Day 7
TP6
Day 9
If a channel fails
Each touchpoint has two supplementary versions on alternative channels. If the primary message is not delivered, send the supplementary version instead.
Merge fields
Fields written as {{first_name}} are filled automatically at send. Sign-offs use the coordinator's own name.
Touchpoint 1 · +24 hours
A warm, low-pressure check-in
WhatsApp
Hi {{first_name}}, I hope you’re doing well!
I noticed you recently cancelled your appointment with us, so I just wanted to check in to see if you’d like any help with getting rescheduled.
If your plans have changed, or if you’d prefer a different time, I’d be more than happy to assist in finding something that works better for you. Just reply here. It would be my pleasure to handle the rest.
Warmly,
xx
Patient Coordinator for Example Clinic
If WhatsApp fails
Email
Subject
Let’s get you rescheduled
Same copy as above, closing with “Just reply to this email, and I’ll be delighted to take care of the rest.” Sign off with www.exampleclinic.com and 308 Example Street.
SMS
Send the WhatsApp copy above word for word, signed off with the coordinator's name and clinic.
Touchpoint 2 · +48 hours
A second offer of help
SMS
Hi {{first_name}}, I hope you’re doing really well!
I’m just following up on your recent cancellation and wanted to check in to see if I can assist in rescheduling your appointment.
If you have any questions about our treatments, or would like support in finding a date that better suits you, I would be delighted to help.
Just reply here.
Warmly,
xx
Patient Coordinator for Example Clinic
If SMS fails
Email
Subject
Checking in on you
Same copy as above, signed off with www.exampleclinic.com and 308 Example Street.
WhatsApp
Send the SMS copy above word for word, signed off with the coordinator's name and clinic.
Touchpoint 3 · Day 3
Availability-led: a reason to reply now
Email
SubjectWe’ve got availability
Hi {{first_name}}, this is xx. I hope you’re doing really well.
I wanted to check in again as we have a few spaces available over the coming weeks, and I’d be delighted to help you secure a time that works best for you.
If you’ve been meaning to reschedule your appointment, I’d be very happy to reserve a time for you. Just let me know what date and time suits you best.
If you have any questions, or would prefer to talk things through first, I’m here to help. Just reply to this message to get in touch.
Warmly,
xx
Patient Coordinator for Example Clinic
www.exampleclinic.com · 308 Example Street
If the email fails
WhatsApp
A shorter version: open with “Hi {{first_name}}, it’s xx!”, keep the availability and reserve-a-time lines, and drop the clinic details from the sign-off.
SMS
The same shortened copy as the WhatsApp version.
Touchpoint 4 · Day 5
Permission to wait
WhatsApp
Hi {{first_name}}, I just wanted to follow up on my previous message.
I’d be very happy to help you get rescheduled at a time that works best for you.
If you have any questions, or if now isn’t the right time, that’s absolutely fine. Just let me know and I’ll reach out at a time that suits you better.
Simply reply here, and I’ll take care of the rest.
Warmly,
xx
Patient Coordinator for Example Clinic
If WhatsApp fails
Email
Subject
A friendly reminder from Example Clinic
Same copy as above, signed off with www.exampleclinic.com and 308 Example Street.
SMS
Send the WhatsApp copy above word for word, signed off with the coordinator's name and clinic.
Touchpoint 5 · Day 7
Guidance, not a booking
Email
SubjectWe’re here to help
Hi {{first_name}},
We completely understand that you may be taking some time to consider your options, or may have a few questions following your recent cancellation.
Our role is to provide clear, honest guidance so you can make the decision that feels right for you.
If there’s anything you’re unsure about, any questions you’d like to ask, or if you feel ready to reschedule your appointment, please don’t hesitate to reply here. It would be my absolute pleasure to assist you.
Warmly,
xx
Patient Coordinator for Example Clinic
www.exampleclinic.com · 308 Example Street
If the email fails
SMS
Same copy as above without the subject line, signed off with the coordinator's name and clinic.
WhatsApp
The same copy as the SMS version.
Touchpoint 6 · Day 9
The final check-in
SMS
Hi {{first_name}}, this is just a final check-in.
We completely understand if you need more time before rescheduling your appointment.
If you’d like to revisit this in the future, find a time that better suits your schedule, or have any questions in the meantime, I’d be more than happy to help guide you.
We’re here whenever you’re ready, and would love to hear from you when the time feels right.
Warmly,
xx
Patient Coordinator for Example Clinic
If SMS fails
Email
Subject
We’re here whenever you’re ready
Same copy as above, signed off with www.exampleclinic.com and 308 Example Street.
WhatsApp
The same copy as the SMS version.
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