Free calculator · 60 seconds
How much revenue walks out with patients who never come back?
Every month, some first-time patients never book a second visit, and they take a year of revenue with them. Start with industry averages or enter your own numbers. Your result updates as you type.
How we calculate it
Four steps, no black box.
Every default comes from a published source, and every one can be replaced with your own number. The estimate is deliberately conservative.
- 01First-time patients a year
Monthly visits × 12 × the share of visits that are not returning patients. At industry averages: 245 × 12 × 27% = 794.
- 02Patients who never come back
First-time patients × the share who don't return. At 63% returning: 794 × 37% = 294.
- 03What one returning patient is worth
Average spend per visit × visits per year. $527 × 3 = $1,581 in the first year.
- 04Revenue walking out
Patients who never come back × first-year value. 294 × $1,581 = about $464,800. Winning back 1 in 10 is about $46,500.
Sources
Where the defaults come from.
American Med Spa Association, 2024 Medical Spa State of the Industry Report (2023 data), executive summary.
Read the summary →Zenoti 2026 Beauty and Wellness Benchmark Report, MedSpa edition, as published by Zenoti. A vendor figure; sample size not disclosed.
Read the article →"The duration of effect of BOTOX Cosmetic for glabellar lines is approximately 3-4 months." FDA prescribing information.
Read the label →Aeterna Aesthetics & Dermatology: Illume surfaced $209K in reactivation opportunity and the practice turned more than 10% of it into rebooked revenue.
Read the story →Calculator FAQ
Fair questions.
Is this my real number?
It's an estimate built from industry averages and whatever you entered. Your real number depends on who is actually overdue in your patient list. Illume calculates that from your EMR, patient by patient.
Why only first-time patients?
It keeps the estimate conservative. Regulars who drift away after their second, third or tenth visit are a second leak this calculator doesn't count.
Why is the 63% return rate generous?
Zenoti's 37% figure counts first-time patients who booked a second visit and then cancelled. Patients who never booked at all aren't in it, so the true share who never return is likely higher than 37%.