The Problem with an Empty Diary
If you run a physio clinic in Chermside, a dental practice in Indooroopilly, or a psychology suite in the CBD, you know the feeling. You look at next week’s calendar and see those white gaps. Those gaps aren't just empty spaces; they are lost revenue. They represent the rent you’re still paying, the staff wages that are still going out, and the profit that isn't hitting your pocket.
Most health business owners I talk to in Brisbane are stuck in a cycle of 'feast or famine'. One week you’re flat out and skipping lunch, the next you’re wondering if the phones have stopped working.
A waitlist isn't just a list of names on a notepad. Done right, it is an insurance policy for your business. It means that when someone cancels at the last minute, you aren't losing money—you’re just calling the next person who is eager to pay you.
In this guide, I’m going to break down the different ways you can build a waitlist. We’ll look at what works, what’s a total waste of time, and how to make sure your clinic marketing actually delivers a return on your investment.
Why Most Waitlists Fail (And Why Yours Won't)
I’ve seen dozens of Brisbane practices try to start a waitlist. Usually, it’s a dusty Excel sheet or a pile of Post-it notes. When a spot opens up, the receptionist spends two hours calling people who don't pick up, or who say, "Oh, I already went somewhere else."
That isn't a waitlist. That’s a graveyard of lost leads.
A real, profitable waitlist needs to do three things: 1. It needs to be easy for people to join. 2. It needs to keep people interested while they wait. 3. It needs to be easy for you to fill a spot in under 5 minutes.
Let’s look at the three main approaches to building this system.
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Approach 1: The "Old School" Manual List
This is what most people do. A patient calls, you’re full, so you say, "I’ll take your number and call if someone cancels."
The Pros:
Zero cost: You don't need fancy software. Personal touch: You’re talking to people directly.The Cons:
Massive time waster: Your front-desk staff will spend half their day playing phone tag. High 'Leakage': By the time you call them three days later, they’ve booked with the guy down the road. Inaccurate: People forget they are on the list or change their minds.The Verdict: If you are just starting out and have more time than money, fine. But if you want to grow, this will hold you back. It’s inefficient and usually results in those gaps in your diary staying empty because you couldn't reach anyone in time.
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Approach 2: The "High-Tech" Automated System
This is where you use your booking software (like Halaxy, Cliniko, or Jane) to manage the list for you.
How it works:
When a spot opens up, the system automatically texts the top 5 or 10 people on your list. The first person to click the link and claim it gets the spot. No phone calls required.The Pros:
Speed: Spots get filled in minutes, not hours. Zero effort: Your staff doesn't have to do a thing. Professional: It shows patients you run a slick operation.The Cons:
Cost: You usually need to pay for a higher software tier or SMS credits. Tech setup: You have to spend a few hours getting it right.The Verdict: This is the gold standard for filling your clinic. It turns your waitlist into a machine that makes money while you sleep. If you have the budget for the software, do this first.
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Approach 3: The "Marketing-Led" Lead Magnet
This is for the business owner who wants to grow aggressively. Instead of waiting for people to call you, you actively invite them to join a "Priority Access List" through your website or social media.
How it works:
Instead of a 'Book Now' button (which can be intimidating if you're booked out for weeks), you have a 'Join the Waitlist' button. You offer them something small—like a 'Guide to Back Pain' or a 'Checklist for Healthy Teeth'—in exchange for their email and phone number.The Pros:
Builds a massive database: You aren't just waiting for sick people; you’re finding people who will need you soon. Constant flow: You never have to worry about where the next patient is coming from.The Cons:
Requires work: You need to actually talk to these people via email so they don't forget you. Ad spend: To make this work fast, you might need to spend a bit on local Facebook or Google ads.The Verdict: This is how you go from being a 'one-man band' to a thriving practice with multiple staff members. It’s about being proactive rather than reactive.
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How to Actually Make Money from Your Waitlist
I’ve sat down with clinic owners from North Lakes to Logan, and the biggest mistake they make is thinking the waitlist is just for 'emergencies'.
It’s not. It’s a sales tool.
1. Use it to kill the 'Quiet Times'
Every clinic has them. Tuesday morning at 10:00 AM is usually dead. Use your waitlist to offer 'Priority Daytime Slots' to retirees or stay-at-home parents. Tell them: "If you can come in during work hours, we can get you in 2 weeks sooner."2. Use it to launch new services
Thinking of adding a new massage therapist or a specialized skin treatment? Don't just hope people book. Send a message to your waitlist first. "We’ve got a new practitioner starting Monday. Since you’re on our priority list, you get first dibs on their opening week slots."3. Use it to protect your reputation
Nothing kills a business faster than bad word-of-mouth. If a patient is in pain and you tell them "we're full" and hang up, they get frustrated. If you say, "We're fully booked, but I can put you on our Priority SMS list and you'll be the first to know if a spot opens today," they feel cared for. This helps prevent negative reviews from people who are just annoyed they couldn't get an appointment.The Real Cost of Doing Nothing
Let’s talk numbers, because that’s what matters.
If your average appointment is worth $120, and you have just 3 cancellations a week that you fail to fill, you are losing $18,720 a year.
That’s a brand-new car. That’s a massive family holiday. That’s the cost of a part-time receptionist.
By spending a few hundred dollars on the right software or a small marketing campaign to build a waitlist, you aren't 'spending' money. You are buying back that $18k that is currently leaking out of your business.
What Should You Do First?
If you're feeling overwhelmed, here is the 3-step plan I’d give to a mate running a clinic:
1. Check your software: See if your current booking system has a 'Waitlist' feature. If it does, turn it on today. Don't worry about it being perfect. 2. Train your staff: Give your receptionist a script. Instead of saying "We're full," tell them to say, "We're currently at capacity, but we have a priority list that gets notified the second a spot opens up. Shall I add you?" 3. Update your website: Make sure it’s easy for people to find you on their phones. If they can’t join your list or book an appointment while sitting on the bus, they won't do it at all.
Stop Wasting Your Time on 'Likes'
I see so many Brisbane health business owners spending hours on Instagram posting photos of their lunch or 'motivational quotes'. Unless those likes are turning into names on your waitlist, they are a waste of time.
You don't need to be an influencer. You need to be a fully booked professional. A waitlist is the bridge between 'someone who knows you exist' and 'someone who is paying you money'.
Ready to Grow Your Practice?
Building a waitlist is just one part of the puzzle. If you're tired of guessing what works and you want a marketing strategy that actually puts more patients in your chairs and more profit in your pocket, we can help.
At Local Marketing Group, we specialise in helping Brisbane small businesses grow without the jargon and without the fluff. We focus on what makes you money: more calls, more bookings, and more sales.
Want to see how we can help fill your calendar? Contact Local Marketing Group today and let’s get your business growing.