What we send, how often, and why — on the clinic's own WhatsApp number.
Three assets, each with one job. Image opens; video closes.
| Asset | When | Why |
|---|---|---|
| Before / after still image |
Message 1 (opener) |
Loads instantly on any connection, cheap, no friction. Its only job is to earn the tap — a video here loads slower and kills opens. |
| Smile-simulation video (15–30s) |
After they reply | The real iTero before/after morph — the persuasion asset. Sent free inside the reply window, and only to people who already raised their hand, so it actually gets watched. |
| Patient-result image |
Message 2 / 3 (follow-ups) |
Social proof from a real, local patient (with consent). More credible than a stock render for this audience. |
Free 3D smile preview → free consult + scan → Invisalign on EMI. The scan is the lead magnet — it's valuable to the patient and costs the clinic nothing extra because the iTero is already paid for.
Maximum 3 marketing messages per patient. Follow-ups only go to non-responders.
Personal message + free-scan offer + button.
Non-responders only. Social-proof angle.
Non-responders only. Light urgency — slots this month.
WhatsApp allows a user only ~2 marketing messages/day across all businesses, and block/report rate must stay under ~0.5% or the number's quality — and delivery — drops. Every extra unanswered message costs money and raises ban risk. Three touches over ~10 days is the point where response is highest and risk stays low.
We never send all 1,500 on day one. A number starts limited (~250/day) and earns higher limits on good behaviour. We send most-recent patients first in small batches, watch the health signals, and scale over the first week. Protects the number and gets stronger early replies.
Each patient sits in one state. The state decides what happens next.
| State | Trigger | What we do |
|---|---|---|
| Contacted | Message sent | In the 3-touch sequence. |
| Cold | No reply after 3 touches | Stop. Rest 60–90 days, then maybe one seasonal touch. No more marketing. |
| Warm | Replied, didn't book | Follow up conversationally inside the free 24h window, then one utility nudge. No marketing templates burned. |
| Booked | Slot confirmed | Confirmation + auto reminders 24h and 2h before. |
| No-show | Booked, didn't attend | Separate 1–2 touch win-back. Not mixed with the cold list. |
Button-driven, no app, no form, under two minutes.
One clean line from list to case. No vanity metrics.