What Not to Do With Follow-Up Emails for a Health Practice

Follow-up emails play a crucial role in maintaining patient trust and ensuring smooth communication in healthcare settings. However, getting the details wrong—whether it’s in the timing, tone, or clarity—can easily damage the professional relationship you’ve worked so hard to build with patients. Poorly written follow-up emails can lead to frustration, confusion, and potentially lost trust.

To help your practice avoid common mistakes, here are the key things not to do when crafting follow-up emails for your patients.

Buzzwords in the Subject Line

Using exaggerated buzzwords like “life-changing” or “revolutionary” in your subject line won’t fool anyone—it will likely turn off your patients. They can easily spot marketing fluff and may dismiss your email or, worse, send it straight to the spam folder. Instead, use straightforward, practical language that gets right to the point. For example, “Reminder: Upcoming Appointment Details” is simple, clear, and professional. This approach makes patients feel like you’re respecting their time and that you are providing valuable information.

Not Enough Context in Your Message

Sending a vague email like “Please confirm your appointment” without context can leave patients confused. A lack of details is frustrating and can lead to unnecessary back-and-forth communication. Always include key information such as the date, time, and the purpose of the appointment. For example, “Please confirm your follow-up appointment for your annual exam on [date] at [time].” Adding this context not only makes your email more efficient but also builds trust by showing that you’re organized and considerate of your patients’ time.

Lacking a Clear Call-to-Action

If your email doesn’t tell the patient exactly what they need to do next, you risk creating confusion. A follow-up email must have a clear call-to-action. Whether it’s confirming an appointment, filling out a form, or rescheduling, the next step should be crystal clear. For example, “Please confirm your appointment by clicking the link below.” Providing specific instructions helps reduce misunderstandings and prevents unnecessary delays in patient care.

Waiting Too Long to Follow Up

Timing is everything when it comes to follow-up emails. If you wait too long to send your follow-up message, patients may forget about their appointment or lose interest in the services you offer. Delays in communication can make your practice appear disorganized, which could affect patient satisfaction and trust. Best practice is to send reminders well in advance—ideally 48 to 72 hours before the appointment. This shows respect for your patients’ time and ensures that important details remain top of mind.

Employing Humor or Humorous Images in Emails

While humor might seem like a way to establish rapport, it’s generally not appropriate in healthcare communication. Patients expect professionalism, especially when dealing with their health. A lighthearted joke or meme could undermine the seriousness of your practice and detract from the message you’re trying to convey. Keep your emails professional—stick to business formats, include your clinic’s logo, and use a clean, clear design. Humor simply doesn’t belong in medical appointment confirmations or test result emails.

Not Partnering With Experts for Effective Follow-Up Emails

Crafting effective follow-up emails isn’t just about sending reminders; it’s about optimizing your communication to ensure positive outcomes for your patients and your practice. At MedShark Digital, we specialize in creating email strategies that are data-driven, patient-focused, and compliant with industry standards.

Our team understands the importance of timely, clear, and professional communication, and we tailor strategies to fit your practice’s specific goals. With our expertise, you can reduce no-shows, improve engagement metrics, and enhance patient-provider relationships.

Don’t leave your email strategy to automation. Contact MedShark Digital to get a customized solution that integrates seamlessly with your existing systems and improves your patient outreach.