Why an Empty Calendar is Your Biggest Expense
If you run a physio in Chermside, a dental clinic in Indooroopilly, or a psychology practice in the CBD, you know that an empty chair is a black hole for your bank account. You’re still paying rent, you’re still paying your reception staff, and your electricity bill doesn't go down just because a patient didn't show up.
Most health practice owners I talk to in Brisbane are stuck in a cycle of 'feast or famine.' One week you’re flat out and stressed, the next week you’re staring at a white screen of empty time slots.
Building a waitlist isn't just about looking popular; it’s about financial security. It’s the difference between hoping the phone rings and knowing that every hour of your day is generating income. Based on the data we see across dozens of local clinics, a well-managed waitlist can increase a practice's annual profit by 15% to 20% simply by plugging the holes left by last-minute cancellations.
The Shift in How Brisbane Patients Book
We’ve analysed the booking patterns of thousands of local patients over the last two years. The data shows a clear trend: people are becoming more impatient, but they are also more 'on-call' than ever before.
In the past, if you told a patient you were booked out for three weeks, they’d just hang up and call the next clinic on Google. Today, because everyone has a smartphone in their pocket, people are surprisingly willing to be on a 'short-notice list' if it means they can see a specific expert.
I’ve seen this work brilliantly for a podiatry clinic in Carindale. They stopped saying "We're full" and started saying "We're fully booked this week, but we have a priority list for cancellations—would you like me to text you if a spot opens up tomorrow?" Their patient booking numbers skyrocketed because they stopped turning money away at the door.
Three Ways to Build Your List Without Spending a Fortune
You don’t need fancy software or a degree in data science to do this. You just need a system that your front-desk staff actually follows.
1. The "Priority Access" Strategy
Stop calling it a 'cancellation list.' Nobody wants to be a backup. Call it a 'Priority Access List.' When a new patient calls and you can't fit them in, offer them a spot on this list.The Cost: $0. The Result: You capture the lead instead of losing them to the guy down the road.
2. Use SMS, Not Phone Calls
If a spot opens up for 2:00 PM today, do not have your receptionist call five different people. By the time they get through or leave voicemails, the hour is gone. Send a blast text to your top 10 people on the waitlist: "Hi, a spot has opened up at 2pm today with Dr. Smith. First to reply 'YES' gets the slot!"The Cost: Usually about 5 to 10 cents per text. The Result: That $150–$200 appointment is filled in less than three minutes.
3. Leverage Your Existing Database
Most of your future profit is sitting in your filing cabinet (or your digital practice management software). If you have a slow week coming up, reach out to patients who haven't been seen in six months. This isn't just for human health either; we've seen similar growth for vets who use reminders to fill quiet Tuesday afternoons.What’s a Waste of Money?
I’ll be blunt: spending thousands on 'automated AI booking bots' is usually a waste of money for a small local clinic. These systems often frustrate patients who just want to talk to a human or get a quick answer.
Also, don't bother with expensive 'lead generation' companies that promise to send you hundreds of names. Most of those people are just tyre-kickers. You are better off focusing on the people who are already trying to book with you but can’t get in. Focus on retention and recovery of missed appointments first. That is where the 'free' money is.
Predictions for 2024 and Beyond
Here is what I see happening in the Brisbane health market over the next 12 to 18 months:
The Rise of the 'Subscription' Model: We are seeing more clinics move toward a 'membership' or maintenance plan. This guarantees your income and keeps your calendar full months in advance. Hyper-Local Competition: As more big corporate clinics move into Brisbane suburbs, small independent owners will win by being more personal. A waitlist that feels like a 'VIP club' beats a corporate call centre every time.
- Same-Day Premium: I predict we will see more clinics charging a small premium or 'urgent fit-in fee' for people who want to jump the waitlist. If someone has a toothache or a thrown-back, they will pay an extra $30 to be seen today.
How Long Until You See Results?
If you start asking every 'no-go' caller to join your priority list today, you will have a list of 20+ people by the end of the week.
Within 30 days, you should see your 'unfilled cancellation' rate drop by at least 50%. If an average appointment is worth $120 and you save just two cancellations a week, that’s an extra $1,000 a month in your pocket for almost zero extra work.
What Should You Do First?
1. Train your staff: Give them a script. "I'm sorry, we don't have a spot at 10 am, but I can put you on our Priority SMS list. If anything opens up, you'll be the first to know." 2. Check your tech: Does your current system allow you to send a bulk text to a group of people? If not, look into a simple add-on service. It costs less than a couple of coffees a month. 3. Review your 'No-Show' policy: A waitlist works best when you also have a firm policy that people pay a small fee if they bail at the last minute without notice. This covers your basic costs while the waitlist fills the profit gap.
Building a waitlist is the smartest way to protect your business from the ups and downs of the economy. It turns your practice from a 'shop' that waits for customers into a high-demand service that people value.
At Local Marketing Group, we help Brisbane business owners stop leaking money and start finding more of the right customers. If you want to grow your clinic without the headache of technical jargon, we should talk.
Ready to get more bookings? Contact Local Marketing Group today.