The math
What a lapsed med spa patient is worth
A lapsed patient is worth one visit they never booked. At a $750 average visit value, that is $750 per patient, per treatment cycle — and the average med spa list holds hundreds of them. On a 900-patient list, about 300 patients come due every quarter; recovering a cautious 15% of them is $33,750 a quarter.
The unit math
Start with one patient. Her Botox wore off two months ago. She liked the result, she liked your practice, and she has not rebooked — because nobody contacted her when the treatment came due.
Her value is not abstract. It is exactly one average visit: $750. Multiply by how often the treatment comes due and she is worth that amount again every cycle, for as long as she stays your patient.
The list math
Treatments wear off on a schedule — Botox in about 3–4 months, filler in about 6–12 months — so a patient list is always coming due in waves. On a 900-patient list, roughly 300 patients are due in any quarter.
300 due patients × $750 is $225,000 of visits sitting in your own list each quarter. Nobody is claiming you recover all of it. The question is only what fraction you bother to recover.
What the rebooking rate is worth
Same list, same 300 due patients, same $750 visit. Only the rate changes:
- 5% rebooked → 15 patients → $11,250 a quarter, $45,000 a year
- 10% rebooked → 30 patients → $22,500 a quarter, $90,000 a year
- 15% rebooked → 45 patients → $33,750 a quarter, $135,000 a year
- 20% rebooked → 60 patients → $45,000 a quarter, $180,000 a year
Plan on 15%. It is the cautious end of the range, and it is still worth more than most practices spend to acquire new patients.
This revenue is already in your building
A lapsed patient is not a stranger. They already chose your practice once, already paid once, and already trust the chair. The only missing step is a contact at the moment their treatment comes due.
That is why the recovery cost is low compared to the value: no new audience to find, no introduction to make. Just a text first, then a call to the ones who don't reply — in English or Spanish — at the moment they're due.
What recovering it costs
DewyDesk plans are priced by list size: Solo $357/mo for 300 patients a month, Growth $597 for 600, Pro $957 for 900, Enterprise $1,797 for 1,500 across all locations. Text campaigns are a $147/mo add-on.
No contracts — cancel anytime. No automatic overage either: calling pauses at your plan's minute cap, and a +150-minute top-up at $149 happens only with your approval.
The numbers, worked
- One lapsed patient, one cycle: $750
- Due each quarter on a 900-patient list: ~300 patients
- Total due value per quarter: 300 × $750 = $225,000
- Cautious recovery at 15%: 45 patients
- Recovered: $33,750 per quarter — $135,000 per year
Questions
What is one lapsed patient worth?
One visit they didn't book. At a $750 average visit value, each patient who comes due and doesn't rebook is $750 that quarter — and they come due again every treatment cycle.
How many of our patients come due each quarter?
On a 900-patient list, about 300 a quarter. Treatments wear off on a schedule — Botox in about 3–4 months, filler in about 6–12 months — so roughly a third of your list is due in any given quarter.
What rebooking rate should we plan on?
Use 15% for planning. It is deliberately cautious: 45 of the 300 due patients. Every additional point of rebooking rate on 300 due patients is 3 more patients — $2,250 a quarter, $9,000 a year.
How does our own pricing change the math?
Directly. The formula is due patients × rebooking rate × your average visit value. Swap in your number for $750 and every figure scales with it. The homepage calculator runs it with your numbers.
What does it cost to recover this revenue?
DewyDesk plans run from $357/mo (300 patients a month) to $1,797/mo (1,500 patients, all locations), with no contracts and no automatic overage — calling pauses at the minute cap unless you approve a top-up.
DewyDesk is a scheduling and communication tool. It does not provide medical advice, diagnosis, or treatment.