Let’s get one thing straight: your email list isn’t just a nice-to-have.

It’s your most valuable marketing asset.

Not because of what it is, but because of what it lets you do.

• It gives you a direct line to people who’ve already shown interest
• You’re not fighting algorithms or paying to be seen
• And you’re not at the mercy of social platforms changing the rules overnight

Social media is rented space.

Your email list? That’s yours. You own it.

But here’s the catch—owning a list means taking responsibility for it.

And most clinics don’t.

They either ignore it entirely…

Or they send the kind of “newsletters” no patient wants—news about the clinic, not help for the reader.

If that’s you—it’s fixable. But it starts with a mindset shift.

Because what you’ve actually got is a golden goose.

And here’s the thing I always say:

Your email list is like the golden goose in Aesop’s famous fable.

Feed it regularly. Look after it. Nurture it.

And it will lay you golden eggs—appointments, rebookings, voucher purchases, referrals—over and over again.

But if you neglect it?

Or worse—try to squeeze it too soon with endless offers and salesy messages?

It dies. Simple as that.

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Key concept: Your list is a long-term asset. Respect it, and it’ll carry your business. Abuse it, or ignore it, and it’s worthless.

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And you won’t even know the damage until it’s too late.

So how do you do that?