What Is the Standard Operating Procedure for Clinic Lead Management? (Complete SOP Template)

The 7-Stage Lead Management SOP

Stage 1: UNCONTACTED → First Contact Attempt

Trigger: New lead received in CRM from any source (Google Ads, Meta Ads, GMB, website form, referral, walk-in enquiry)

Responsible role: Assigned caller / counsellor

Actions:

1. Review lead details before calling (source, service enquired about, any form data provided)
2. Call within 15 minutes of lead receipt (during business hours)
3. If no answer: send WhatsApp message within 5 minutes of the call attempt:

> "Hi [Name], this is [Caller] from [Clinic Name]. We received your enquiry about [service] and tried to reach you just now. Please call us back at [number] or just reply here and we will call you immediately."

1. Log call attempt in CRM with timestamp and outcome

If successful connect: Move to Stage 2 (Tried Contact → In Conversation)

If no connect: Schedule Attempt 2 for 2 hours later, same day. Total attempts before marking as "Uncontactable": 5 attempts across 3 days.

Stage 2: TRIED CONTACT → In Conversation

Trigger: Patient answers call or responds to WhatsApp

Responsible role: Assigned caller / counsellor

Actions:

1. Follow opening protocol (Stage 1 from calling training framework — Post A-01)
2. Run discovery conversation: minimum 2 minutes of genuine discovery before any clinic presentation
3. Present clinic information specific to the patient's stated concern (Stage 3)
4. Handle any objections (Stage 4)
5. Offer appointment — two specific slots (Stage 5)

Decision points:

• Patient agrees to appointment: Move to Stage 3 (In Conversation → Follow-up Scheduled/Appointment Set)
• Patient says "let me think": Log as QBNI with specific tag. Schedule follow-up for 3 days.
• Patient says "not interested": Confirm explicitly, log as Not Interested, do not contact again without a new trigger.

Stage 3: FOLLOW-UP SCHEDULED → Appointment Confirmed

Trigger: Patient has agreed to an appointment OR has a scheduled callback

Responsible role: Assigned caller + receptionist (for confirmation step)

Actions (Appointment Set):

1. Immediately confirm appointment details via WhatsApp after the call:

> "Your appointment with Dr. [Name] is confirmed for [date] at [time] at [Clinic Name], [address]. Please bring [relevant items]. Looking forward to seeing you!"

1. 24 hours before appointment: WhatsApp reminder with directions
2. 2 hours before appointment: If no read receipt on WhatsApp, call to confirm
3. Log all touchpoints in CRM

Actions (Follow-up Scheduled / QBNI):

1. Set CRM reminder for scheduled follow-up date
2. On follow-up date, call with a personalised opener referencing the previous conversation
3. If second follow-up converts to appointment: move to Appointment Confirmed flow
4. If second follow-up results in QBNI: schedule 30-day automated reminder

Stage 4: IN CONVERSATION → BOOKED

Trigger: Patient attended appointment

Responsible role: Receptionist + Doctor + Counsellor

Actions (Day of appointment):

1. Receptionist greets patient by name, confirms appointment details
2. Wait time: if over 15 minutes, receptionist proactively updates patient
3. Post-consultation: counsellor briefly meets patient to explain next steps and answer practical questions
4. Counsellor logs consultation outcome in CRM: Treatment Plan Discussed / Package Sold / Further Follow-up Required / Patient Not Ready

Follow-up (within 24 hours of appointment):

"Hi [Name], thank you for visiting us yesterday. We hope Dr. [Name]'s consultation was helpful. If you have any questions about your treatment plan, please do not hesitate to reach out. We will follow up in a few days to check in."

Stage 5: BOOKED → CONVERTED

Trigger: Patient begins treatment plan / purchases package

Responsible role: Counsellor + Centre Manager

Actions:

1. Log package / treatment plan details in CRM
2. Enter patient into Phoenix patient monitoring queue
3. Set next appointment before patient leaves the clinic
4. Welcome message via WhatsApp:

> "Welcome to the [Clinic Name] family, [Name]! We are so glad you have taken this step. Your first session is on [date]. If there is anything you need before then, just reply here."

Stage 6: ACTIVE PATIENT → Ongoing Phoenix Queue

Trigger: Patient enters active treatment

Responsible role: Counsellor (Phoenix-guided daily)

Actions:

Phoenix automatically monitors the patient against 9 signals (Visit Frequency, Amount Due, Post-Treatment Follow-up, Package Expiring, Birthday, Low-Conversion First Visit, Product Repurchase, Package Renewal Lapsed, Package Near Complete) and surfaces the patient in the appropriate queue when a signal triggers.

Counsellor action: Work the Phoenix queue daily. Every patient surfaced in the queue receives a personalised outreach based on the signal type (see Post A-28 for templates).

Stage 7: CHURNED / LOST → Re-engagement Protocol

Trigger: Patient has not responded to 4+ contact attempts OR has explicitly said not interested

Responsible role: Centre Manager

Actions:

1. Mark patient status appropriately in CRM (Lost Patient / Not Interested)
2. For Lost Patient: add to 90-day re-engagement list
3. At 90-day mark: one personalised reactivation attempt:

> "Hi [Name], this is [Name] from [Clinic Name]. We have not been in touch for a while and I just wanted to reach out personally to check in. If there is anything we can help you with regarding [treatment], or if you have any questions, I am here."

1. If no response: mark as dormant. No further automated contact.