Ran a "reactivation" campaign on old patient leads for a plastic surgery clinic — is this normal or did we get lucky?

I run patient acquisition for a plastic surgery clinic, and last month we tried something different — instead of chasing new leads, we went back into their old database.

The clinic had a list of old patients/inquiries sitting untouched for over a year — people who asked about a procedure or had a consult but never booked, or came in once and never returned. Around 800 contacts total, basically dead in their CRM.

We put together a short outreach sequence (email + SMS, kept it personal, no hard sell) and ran it against that list over about 3 weeks.

Numbers we saw (approximate, going from memory, don't have the exact CRM report pulled up):

• 65 replies

• 22 booked consults

• 9 converted into paid procedures

That's from a list the clinic had basically written off. Cost next to nothing compared to running fresh ads for new leads.

Is this a well-known play in the plastic surgery / med spa marketing world, or did we just get a lucky list? Anyone else tried reactivating an old patient database instead of only spending on new lead gen?

Curious what response rates are considered "normal" for something like this.