My goal was to write a 3-email sequence that brings lapsed patients back to book a follow-up, without sounding pushy or making false promises.

Each email uses a different framework, matched to where the patient's mind is at:

PAS — sent 2 weeks after the visit, focused on the real cost of stopping treatment early.
BAB — sent 5 days later, shifting from pressure to a clear picture of full recovery.
AIDA — the final message, using NHS wait-time contrast and a genuine limited-time discount to prompt a decision.


I treated this like real client work: same structure, same review process, same attention to the compliance a real UK clinic would need.