The MD Internet Marketing Lead Follow-Up Standard Operating Procedure (SOP)
ONE PRIMARY GOAL
Move the qualified patient toward a conversation, schedule a consultation, and ultimately complete the surgical experience.
The Objective
The goal of lead follow-up is not simply to “contact the patient.” The goal is to build enough trust, confidence, and desire for the qualified prospective patient to take the next step and schedule a consultation.
Plastic surgery is a high-consideration purchase. Patients may spend weeks or months researching surgeons, looking at before-and-after photos, reading reviews, comparing costs, discussing surgery with family, and deciding whether they are emotionally and financially ready. For that reason, one call and two texts are not a follow-up strategy.
Plastic surgery lead conversion is a relationship-building process, not simply a sales funnel. The practices that consistently convert leads don't just follow up more, they give prospective patients more reasons to feel confident taking the next step.
Overview
5–10 MINUTES
Respond while the patient's interest is high.
15–20+ TOUCHES
Don't give up on qualified leads prematurely.
MULTIPLE CHANNELS
Phone + SMS + Email + Social + Retargeting.
EVERY TOUCH ADDS VALUE
Build trust. Reduce fear. Increase desire. Remove friction.
We’re looking for patient nurturing, not chasing leads.
New Patient Lead Follow-Up Protocol
From New Inquiry to Scheduled Consultation
For qualified plastic surgery leads, practices should plan for approximately:
15 meaningful touches for qualified leads.
20+ touches may be appropriate for higher-ticket procedures with longer decision cycles, such as facelift, mommy makeover, and comprehensive body-contouring procedures.
The patient journey can range from weeks to years.
Importantly, a "touch" should not mean sending the same “Just following up” message 15 times. Each interaction should have a purpose.
The First 72 Hours
The Critical Window
New inquiries should receive priority.
Whenever possible during business hours, the first contact attempt should occur within 2–10 minutes.
Day 1
Before the end of the business day:
Call + Text + Email
If the lead arrives before noon and does not respond, call again before the end of the day. You can also try a “double dial” by calling the same number after you leave a voicemail
The initial email should provide immediate value and can include:
- Introduction to the practice and surgeon
- Procedure-specific information
- Before-and-after gallery link
- Patient reviews/testimonials
- What to expect during a consultation
- Clear way to contact the Patient Coordinator
Example text: (needs more examples)
Hi Sarah! We received your inquiry about a surgical consultation with Dr. Smith and would love to help get you started! 😊
The first step is scheduling a call with Alli, our Surgical Patient Coordinator. She'll get to know you a little better, learn more about the procedure you're interested in, answer any initial questions, and help guide you through the consultation process. Please let me know the best time to connect.
Day 2
Email + Text - Don't simply repeat the Day 1 message.
Provide something encouraging:
Hi Sarah, I wanted to send you some additional information about Dr. Smith and our surgical experience. I know there's a lot to consider when researching a procedure like this. I’m here to help answer any questions and assist with accomplishing your goals. Please let me know the best time to speak.
Day 3 - No contact if there has been no response.
Give the prospective patient some breathing room.
Day 4 - Call + Email
The email could feature procedure-specific patient experiences, FAQs, reviews, or information about the surgeon.
Day 5 - Text - Keep it conversational and low pressure.
Hi Sarah, I wanted to check in before the weekend. I'm happy to answer any questions or help you understand the next steps whenever you're ready.
Week 2
Continue the Conversation
Aim for approximately 3 meaningful contacts during Week 2 using a combination of phone, text, and email.
This could include a follow-up call, a procedure-specific patient testimonial or review, before-and-after results, link to a video of the surgeon talking or an educational resource.
For example:
Hi Sarah, I thought you might find this patient experience helpful since you're considering the same procedure. If you'd like, I can also help answer questions about recovery or what to expect during your consultation.
The message isn't "Why haven't you booked?"
It's "Here's something that may help you make your decision." or Please let me know a time to further discuss your options”
Week 3
Week 4
Stay Top of Mind
Continue with approximately 2–3 touches during the week, depending on engagement.
Content could include:
New patient results
Educational content
Practice news
Upcoming events
Relevant promotions
Consultation availability
At this point, patients who aren't ready should transition into a longer-term nurture process rather than simply being classified as lost.
Every Touch Should Accomplish Something
The psychology behind cosmetic & plastic surgery is different from many traditional sales funnels.
A prospective patient may be thinking:
“Is this doctor safe?”
“Will my results look natural?”
“What if something goes wrong?”
“How difficult is the recovery?”
“Can I afford this?”
“Is this really worth doing?”
Pressure doesn't answer those questions.
Confidence does. Every touch should therefore accomplish at least one of four things:
1. Build Trust
Use:
Before-and-after photography
Patient testimonials and reviews
Surgeon credentials and experience
Safety information
Transparent explanations of the surgical process
2. Reduce Fear
Explain:
Recovery expectations
Common concerns
Safety protocols
What happens during the consultation
What realistic results can look like
Don't dismiss hesitation. Provide information that helps the patient make an informed decision.
3. Increase Desire
Use realistic patient outcomes to help prospective patients understand what's possible.
Discuss the benefits patients commonly seek, whether that's improved proportions, greater clothing options, restoring changes following pregnancy, or addressing something that has bothered them for years.
4. Remove Friction
Make taking the next step easy.
Provide:
Financing/payment options
Consultation availability
Clear pricing information when appropriate
Simple scheduling
Direct access to a Patient Coordinator
Recommended Channel Mix
Different channels have different jobs.
Phone + SMS should be the primary channels for creating a direct conversation and moving toward an appointment.
Email is particularly valuable for education and long-term nurturing because you can provide videos, before-and-after galleries, testimonials, FAQs, and procedure information.
Instagram and social media can reinforce familiarity, results, personality, and trust, particularly for aesthetic patients who continue researching the surgeon after submitting a lead.
Retargeting advertising can help the practice remain visible while prospective patients continue researching and considering their decision.
These channels should work together, rather than operating independently.
When You Finally Reach the Patient
Don't immediately ask:
“Would you like to schedule?”
Start a conversation. Ask questions. Why, When and How?
Ask what they're hoping to accomplish, how long they've been considering surgery, what questions they have, their desired timeframe, and what concerns they have about moving forward.
Then connect their concerns with the appropriate information.
The progression should be: LISTEN (DO NOT give out information until you GATHER information)→ EDUCATE → BUILD TRUST → REDUCE CONCERNS → SCHEDULE
Once you've established value:
“Based on what you've shared, I think the next step would be meeting with Dr. Smith so he can evaluate you personally and discuss your options. Do you have a specific day that works best with your schedule?”
Stop "Following Up"
Don't use AI to send 20 follow-ups. Create 20 opportunities to build the relationship.
Instead of: “Just following up.”
Send: “I thought you might find this before-and-after case helpful.”
Or: “Dr. Smith recently answered this question about recovery.”
Or: “We recently received this review from a patient who had the same procedure you're considering.”
Or: “I remember you mentioned recovery time was one of your biggest concerns. I wanted to send you some information that may help.”
