Clinic Success Handbook

Rebookly exists to elevate your patient experience and reduce administrative load — without turning your clinic into something faceless or “automated.”

The goal is simple: help your front desk stay present with the people in front of them, while Rebookly handles the repeatable, high-impact communication that gets missed when things get busy.

Why this product exists

We’ve worked in clinics long enough to know what happens as you grow:

• Calls come in while the front desk is helping someone in person
• Instagram and Facebook DMs pile up, often after hours
• Website chat inquiries don’t get answered fast enough
• “Follow up with past patients” becomes a good intention that rarely happens consistently
• Front desk staff are expected to do follow-up and booking work without time or training

Rebookly solves those by keeping your community engaged without spam, responding faster across every channel, helping more people get booked, and covering the moments when your humans aren’t available.

How to use this handbook

It’s short enough to read thoroughly once. After that it becomes a reference for owners, managers, and front desk teams. If you’re brand new, start at New Front Desk Staff — it’s four things.

A living document

Rebookly evolves, and so does this guide. We keep it current as the product grows, so what you read here is how Emma actually works today.

Two outcomes. Everything in the product serves one of them.

Outcome 1 — Re-engage past patients consistently

Follow up with people you haven’t seen in a while, in a way that feels human and respectful, without your staff needing to remember, schedule, or manually send anything.

Outcome 2 — Help more people get booked

Improve speed-to-lead across website chat, SMS, and social DMs. Answer the practical questions that hold people back, then guide them to your Jane App™ online booking link — so more inquiries turn into booked appointments.

Emma is your AI receptionist — she’s who your patients talk to. She assists your front desk; she does not replace it. She handles the repeatable, time-consuming communication a busy team can’t always get to, and she’s there when your staff aren’t. Your team keeps care, judgment, and anything that needs a human.

Behind Emma are nine AI assistants — the specialists that each cover one moment in the patient journey. Emma is who; the assistants are how she covers so much ground. All nine run for every clinic — see What’s Running for You.

How Emma actually works

Emma isn’t a keyword script, and she isn’t ChatGPT let loose on your clinic. She sits deliberately between the two:

• She understands natural language. A patient can phrase the same question three different ways and she’ll still recognise it. She is not matching scripted keywords.
• She answers from your approved knowledge base — your services, prices, practitioners, hours, and policies. Not from the open internet.
• She works to defined objectives — answer the question, follow up, guide to book — inside guardrails we build with you.
• When she isn’t sure, she escalates instead of guessing. An unanswered question is a signal to add it to her knowledge base, not a failure.

This is intentional. In healthcare, accuracy matters more than creativity.

Rebookly isn’t magic, and it isn’t meant to automate every operational problem. Knowing exactly where the edges are is the fastest way to get value from it.

What Rebookly is

• A done-for-you AI receptionist handling follow-up and inbound conversations across your channels
• A re-engagement system that brings lapsed patients back
• Working 24/7, including after hours
• Grounded and clinic-specific — she works from your approved knowledge base
• Conversational right up to the booking step, then she hands over your Jane App™ online booking link

What Rebookly is not

• A replacement for your front desk. Voice AI is included and she answers inbound calls, but the setup we recommend is that your team answers first and Emma catches what they miss
• A system that books for you. Emma sends the Jane App™ link — she never writes appointments into your schedule
• Never an outbound calling system. Emma answers inbound calls and never places one
• A source of new demand on its own. Emma converts the inquiries, missed calls, and past patients you already have
• A fully custom chatbot that mirrors every practitioner’s nuance
• A sales tool for memberships or packages
• A clinical assistant. No advice, no triage, no notes
• A system you’re expected to build or manage

Memberships and packages

Emma will answer factual questions about memberships or packages if they’re in her knowledge base. She won’t sell them — those conversations need judgment and context, so they belong with your team.

Rebookly is done-for-you to set up and run — but it isn’t set-and-forget. The clinics that get the most out of it treat it as a partnership. Here’s your side:

• Watch the inbox and pick up escalations. Emma hands sensitive, clinical, and complex conversations to your team — someone needs to be there to catch them.
• Answer callback requests. When a patient asks for a call instead of booking, that request lands with you. It’s a warm lead who chose to talk to a person.
• Keep Jane App™ accurate. Your services, pricing, practitioners, and online-booking settings are what Emma works from. If it’s wrong in Jane, it’s wrong everywhere.
• Respond inside Rebookly, so conversations stay centralised and Emma knows a human has stepped in.
• Tell us when Emma gets something wrong. That’s how the knowledge base improves.
• Make sure you have consent to message patients. Under CASL, obtaining consent is the clinic’s responsibility. Rebookly enforces opt-outs the moment someone replies STOP, OUT or similar.

Treat the Inbox like a phone line and an email inbox combined. Check it regularly, respond promptly, don’t let conversations pile up.

Why it matters

Everything lands in one place — SMS, website live chat, Facebook Messenger, Instagram DMs, and missed-call text-back follow-ups. One thread per patient, across every channel, so nobody repeats themselves and your team isn’t juggling five apps. It sits alongside the rest of your clinic’s workspace.

Required: use All, not Unread

Always work from the All filter. Unread alone hides conversations that a colleague opened but didn’t finish — that’s the single most common way something gets missed.

Respond inside Rebookly

Reply from inside Rebookly rather than from the Instagram or Meta apps directly. It keeps conversations centralised, lets Emma recognise the handover, and means messages aren’t stranded when that staff member is away.

Human takeover pause

When a staff member replies inside Rebookly, Emma pauses for approximately one hour on that conversation so the human exchange takes priority without duplicate or conflicting messages.

Replying directly inside Instagram or Meta apps may not trigger the pause — another reason to work inside Rebookly.

On your phone

Search for Lead Connector in the App Store or Play Store — orange cube icon — and sign in with your usual Rebookly details. It is a conversation monitor rather than a second version of the product: an inbox you can read and reply from away from your desk, without anyone using a personal number.

Stopping Emma for one patient

If you want Emma to step back from a patient for a while — so you can handle the conversation yourself — pause her rather than stopping her permanently. A pause expires on its own and she picks back up.

Stopping every message to a patient permanently is a separate thing, for patients who have asked not to be contacted or who have opted out. Emma also stops messaging herself in certain sensitive situations — see Escalation & Sensitive Cases.

Sometimes you want Emma to step back from a patient so you can handle the conversation yourself. You can pause her for that patient, and she starts again on her own when the pause runs out.

The Pause Emma button

When you are looking at a patient — on their record, or inside a conversation — you will see a Pause Emma button at the top right. It tells you the current state at a glance:

• Pause Emma — Emma is active for this patient
• Emma paused · 1 week — a pause is running, and how long it is for
• Messages stopped — this patient has been permanently removed from all messages

Clicking it opens a short menu.

What the options do

• Pause 24 hours — Emma stops replying to this patient for a day
• Pause 1 week — Emma stops replying for a week
• Pause 1 month — Emma stops replying for a month
• Resume Emma — ends the pause immediately
• Do not contact — permanently stops everything for this patient

Pausing Emma is not the same as stopping messages

This is the difference worth understanding before you use the button.

When Emma is paused she stops replying to that patient — but scheduled follow-ups still go out on their normal schedule. That is deliberate. A pause is for when you want to handle a conversation personally, not for when a patient wants to be left alone.

Do not contact is the opposite. It stops every message to that patient, permanently, and nothing expires it. Use it for patients who have explicitly asked not to be contacted, or who have opted out.

Because it cannot be undone from the button, choosing Do not contact asks you to confirm first, and the confirmation names the patient.

When the patient is the one who stops it

Everything above is something your clinic does. This is the tier the patient controls, and the difference between the two words matters.

STOP is the hard one. It is handled at the carrier level, the patient gets an automatic confirmation, and nobody can undo it from your side — not us either. The only way back is the patient replying START themselves.

OUT is one level softer. It sets do not contact on their record, and your team can lift that if the patient later asks you to.

Emma reads the same intent in plain language too. Someone writing “please stop texting me” is treated as an opt-out whether or not they used the word.

If a patient who opted out comes back to you months later through website chat, Emma will go quiet the moment they give a phone number or email, because their opt-out is still on file. That is the system working correctly, not a fault.

When to use a pause

The usual case is a patient your front desk wants to speak with personally — someone who needs a longer conversation, or where the relationship matters more than the speed of a reply. Pause Emma, have the conversation, and she picks back up when the pause expires.

You do not need to pause Emma just to reply to someone. She already steps back for about an hour whenever a staff member sends a manual message — see Using the Inbox. The button is for when you want longer than that.

The Emma Action field still works

The Emma Action field on the patient record does the same job and behaves exactly as it did before. The button is a shortcut, not a replacement. If you prefer the field, or the button is not showing for you, the field is always there and does the same thing.

The button is live for some clinics and rolling out gradually, so it may not have reached yours yet. The Emma Action field works everywhere in the meantime.

If something goes wrong

If a pause cannot be applied you will see a message saying so, confirming that Emma is still active for that patient. It never fails quietly. If you see that message, contact us — it usually means something needs configuring on our side.

Contacts is the operational layer — find a patient fast, read their full conversation history, send a manual message when there’s a real reason to, and keep everything in one place.

Smart Lists (optional)

Build targeted groups without manual sorting — weather or closure notices, patient appreciation messages, event invitations, updates for a specific service.

This is manual intent with automated execution. You decide who and why; Rebookly handles the sending.

Rebookly reads from Jane App™ so Emma’s conversations and your follow-up automations are grounded in what’s actually happening at your clinic.

What we pull

• Contact details — name, phone, email
• Last visit and next upcoming visit
• Service type, practitioner, and location
• Appointment status — including cancellations and no-shows

What we never pull

• SOAP notes
• Charts
• Any clinical or medical documentation

Sync timing

Jane data syncs on a regular cycle through the day and updates when appointments change. A booking is instant in Jane. Rebookly’s contact record catches up on the next sync, which is why the dashboard may trail Jane by a short window.

Cancellation and no-show data still syncs — it feeds your dashboard. It no longer triggers automatic recovery messages; that automation was discontinued. If a patient cancels through Emma, your front desk is notified instead.

Nine AI assistants support Emma, and all nine run for every clinic, on every plan — there is no starter version and nothing held back. They’re grouped here by where they sit in a patient’s journey.

The three that answer

• Website Live Chat

  Engages website visitors instantly and keeps the conversation going.

• Social Messaging

  Answers Facebook Messenger and Instagram DMs in real time.

• Missed-Call Text-Back

  Instantly texts back missed calls so the caller can continue by SMS and book — no call is ever truly lost.

The six that reach out first

• Paid Lead Follow-Up

  Instant SMS the moment a form is submitted, then strategic drip follow-up until they engage.

• First-Visit

  Welcomes and guides new patients toward their first appointment.

• Aftercare

  Follows up after visits to support recovery and encourage return visits.

• Re-Engagement

  Brings lapsed patients back with personalised two-way SMS, driven by Jane visit history.

• Birthday

  Sends warm birthday messages that drive rebooking.

• Google Review

  Invites patients to leave a Google review once they’ve attended a set number of visits — the clinic sets the threshold.

When two of them fire

Re-engagement reaches a patient every three months, and never more often. Someone who does not reply re-enters roughly quarterly until they are twelve months past their last visit, and then stops. Twelve months is not a preference — Jane gives us visit history for the previous twelve months, so it is the edge of what we can see.

Aftercare goes about four hours after you mark the patient arrived in Jane. Four hours is the default rather than a fixed rule: if your treatment patterns suit something different, email us and we will change it for your clinic. Two things stop it arriving too often. Nothing sends at all when the patient has a future appointment booked, which covers everyone who rebooks before leaving. A seven-day hold per patient covers what that misses: someone in on Monday, Wednesday and Friday with an empty calendar each time gets one message, not three.

These run quietly in the background. What’s active is configured during onboarding, and changes can be requested any time by email.

Emma is fully conversational right up to the booking step. She answers the practical questions that hold people back — price, duration, who provides a service, your policies — and the moment someone’s ready, she asks how they’d like to go ahead. This runs around the clock, including outside business hours.

Two ways to book — and the patient chooses

• 1 · Book online

  Emma sends your live Jane App™ online booking link. The patient books in Jane, so your Jane rules apply and Jane stays the source of truth.

• 2 · Request a callback

  Some people would rather talk to a person. If they ask for a call, your front desk is notified automatically — with the whole conversation attached, so nobody starts from scratch.

The callback is a warm, high-intent lead who chose to speak to a human — treat those like a booked call, not a message.

For a patient to book through the link

The service has to be set up correctly in Jane App™:

• The service is online-bookable in Jane App™
• It is not set to “contact to book”
• Online scheduling is enabled and visible

If a service can’t be booked online, Emma guides the patient to the next step — usually a callback request to your front desk.

Schedules, services, and updates

Emma always works from your current Jane App™ setup. Services, providers, and online-booking settings sync automatically — no manual updates needed on your side.

Practitioner bios

If you want Emma to reference bios or specialisations, send updates when details change — or add them yourself, see Improving Emma’s Answers.

Emma escalates rather than guessing. When she does, your front desk is notified and the conversation is flagged in the Inbox with the full history attached. Your staff can also step into any conversation at any time — Rebookly never locks you out.

What Emma hands to you

• A patient requests a callback instead of the link
• A patient wants to cancel or reschedule
• A question falls outside her knowledge base
• Someone asks to speak to a person
• Anything needing clinical judgment
• Policy interpretation, insurance or billing exceptions
• Aggressive or inappropriate messages
• A human is physically needed — someone at a locked door

Cancellations and reschedules come to you because Emma never writes to Jane App™ — she can’t move an appointment, so a human does. That’s the same reason your schedule is never at risk from an automated mistake.

Emma gets sharper the more your clinic teaches her — and teaching her takes minutes. Every account launches with a starter knowledge base our team builds for you from your website and Jane App™ booking page, so she’s answering real questions accurately from day one. Keeping her sharp from there is simple and fully in your hands.

Where you do it — Emma’s knowledge base

Emma’s knowledge base is a plaintext document in your Rebookly dashboard — your services, prices, practitioners, hours, and policies. Open it, edit it, and save. That is the whole of what is specific to your clinic; how Emma behaves is standardised and needs no configuration.

The same dashboard also shows what Emma did — bookings, revenue, results. Two jobs, one login: the knowledge base is what you teach her, the reporting is what she achieved.

Two ways to keep Emma accurate

• Answer the questions she flags. Emma keeps a running list of anything she couldn’t answer. Add a short reply to each and she’ll use it from then on.
• Add new information as your clinic changes. New practitioner bios, new or updated services, policies, seasonal hours — drop them in as plain-text notes so Emma always represents your clinic correctly.

How soon she has it

Emma re-reads her FAQs about every fifteen to twenty minutes. Add an answer, give it a few minutes, then ask her the question yourself — that is the quickest way to confirm she has it and words it the way you want.

The other place she reads

Emma re-reads your Jane App™ booking page every night, including the welcome message at the top of it. Anything a patient should see anyway — your cancellation policy, what to bring, parking — is better placed there than in the knowledge base: your patients get it immediately, and Emma has it by the following morning rather than within the hour.

Keep the knowledge base for what should not be on a public page.

Two tips for writing answers

• Restate the question inside your answer — e.g. “Yes, our massage tables are heated…” It helps Emma recognise and reuse it naturally.
• Answer it the way you would say it out loud. If a patient rang and asked, what would you tell them? Type that, and be more repetitive than feels natural — “Yes, you need a card on file to book” is a better entry than “Yes.”
• Skip the “book now” line. Emma adds the invitation to book herself, in context — keep your answers short and factual.

Plain-text notes keep Emma the most accurate. We build your starter knowledge base by hand from your website and Jane booking page, and you add to it over time — a sentence at a time is fine, and it does not need to be tidy.

Facts and answers you can add yourself in minutes. For wording, tone, or behaviour changes — or anything you’re unsure about — email team@rebookly.ai. You’re always welcome to request a quick call so we can make sure it’s done right.

The dashboard is where you see what Emma actually did — bookings, show rate, and what came back from re-engagement. It’s built for desktop.

It follows patients through the funnel using real Jane App™ data — who Emma reached, who responded, who showed interest, who booked, and who actually showed up. That last step matters: a booking that no-shows isn’t revenue, and the dashboard knows the difference because it’s reading your real appointment data, not counting messages sent.

It is also where Emma’s knowledge base lives — the plaintext document holding your services, prices, practitioners, hours, and policies. See Improving Emma’s Answers.

The dashboard trails Jane by a short window — see Jane Integration & Sync. A booking that just happened will appear shortly, not instantly.

Email feedback to team@rebookly.ai.

The format that gets fixed fastest

• The question that was asked
• Emma’s actual response
• The exact response you’d have wanted

Clear, factual feedback lets us fix things quickly. Vague tone comments without an example are hard to act on.

If you only read one section, read this one.

• Keep Rebookly open during your shift
• Work from the All view, never Unread only
• Respond inside Rebookly, not in Instagram or Messenger
• Pick up escalations and callback requests — those are people asking for a human

Your message templates live under Snippets in your Rebookly account, and you can edit any of them yourself. Changes take effect immediately — there is nothing to publish and nothing to tell us.

Our advice for your first month is to leave them alone. They are tested, and the re-engagement message in particular has not changed in about a year because it works. After a month you will have real responses from your own patients to work from, which is a far better basis for rewriting than instinct.

Four things that must not change

• Your patient’s first name, Emma’s name, your clinic name and your city. These are in the first message because Canadian anti-spam law requires the sender to be identified, and carriers read the same signals when deciding whether a message is spam. The curly-bracket placeholders fill themselves in when it sends.
• No sales language, ever. No discounts, no percentage-off offers, no “limited time,” no “free.” Carriers filter on exactly this, and depending on your province it may not be permitted for your profession either.
• Nothing promotional in place of the relational opening. The re-engagement message asks how someone has been feeling. That is why it gets replies, and it is also what keeps it inside the rules.
• Length. It is a text, not an email — a few sentences at most. Your patients already get the long version from Jane.

If you make a seasonal edit, put a note in your calendar to change it back. And if you are questioning a change rather than simply making one, email team@rebookly.ai first — that is what we are here for.

Running a promotion or a loyalty offer

The rule above bans sales language outright, and the first thing most clinics want to do is run an offer. Both are true at once, and the way through is not a loophole — it works better than what you were going to do.

It is also the wrong message

Someone who has not been in for three, six or nine months is not weighing up a credit. That is not what is stopping them. An offer works where someone has just had a good experience — which is your aftercare message, not your re-engagement one.

Why not in the text

Carriers score promotional SMS. A dollar value, a percentage, a deadline, “limited time”, “first 25” — those are the patterns they look for, and enough flags gets your number restricted and eventually shut off. It also moves the message from implied consent to express consent under CASL, which is a different legal footing from the one your re-engagement messages sit on.

What to do instead

• Put the offer in Emma’s FAQs. As a question and an answer, the way everything else goes in there — “Do you have any current promotions?”, “Do you have a loyalty program?”
• Keep the text relational, and don’t name it. “We’ve got a gift for you as a valued client — reply and I’ll share the details.” No figure, no deadline, no discount word.
• Once they reply, say anything you like. A patient who has answered has opened a conversation, and Emma can give them the full details. The restriction is on what you push, not on what you can say.
• Word it seasonally, not for one campaign. “A gift for you” holds all year while what it actually is changes in the FAQs — a treatment upgrade before Christmas, something else in summer. You edit the FAQ, never the message.

Offers with a real deadline belong in email, which is built for them and where your patients expect them.

Tell your practitioners, your front desk, and any answering service or virtual reception you use — before anything goes out. This is the one launch step that is not optional.

Calls to your Emma number forward to whichever number you choose, usually your front desk — which is exactly why the team needs to know who Emma is before launch.

How to frame her to your team

As support, not replacement. She handles volume; your team handles nuance. If anyone is ever unsure whether something is theirs or hers, it is theirs — see New Front Desk Staff.

Telling your patients

Simpler: promote the number.

• A sign at the front desk
• A line on your intake form
• Your newsletter footer
• The “text us” option on your Google listing

Your Jane App™ reminders carry on exactly as before. Just make it clear to patients which number is the one they can reply to.

Three things happen in your first month. All of them are normal, and all of them are easier to see coming than to interpret afterwards.

You will see more opt-outs in the first few days than you ever will again

Your first re-engagement campaign works through a list nobody has contacted this way before, so everyone who was never going to engage opts out at once. It is volume, not a verdict — the equivalent of the people who would not have picked up the phone. It settles quickly, and it does not come back.

Your first month carries the most messages

The whole eligible list gets worked for the first time. What follows is ongoing conversation rather than a backlog, and it is a smaller number.

The second follow-up is the one people answer

Anyone who does not reply to the first message gets one short follow-up three days later — only ever one, and never more. That second message is the one that gets answered, often with “sorry, I thought you were a robot.”

Is Emma just ChatGPT?

No. Emma understands natural language, so she follows a real conversation — but she answers only from your approved knowledge base, works to defined objectives, and escalates when she’s unsure. She isn’t improvising from the open internet.

Why didn’t Emma answer something?

Emma answers only from her knowledge base, so a question she skipped is one that is not in it yet. That’s a signal, not a fault — add the answer once and she’ll handle it every time after that.

Does Emma book appointments for me?

No. Emma is conversational up to the booking step, then either sends your Jane online booking link or passes a callback request to your front desk. She never writes appointments into Jane, which keeps your schedule in your control.

Can Emma tell a patient what times are open?

No — and this one surprises people. Emma doesn’t read your live schedule and will never quote a time. Availability questions get answered by sending the link, because Jane’s online booking shows the patient live availability at the moment they choose. It’s also why she can never offer a slot that’s already gone.

Does Emma answer the phone?

Yes — and this is new. Voice AI went live in September 2026 and it is included in what you already pay. Emma answers your inbound calls in conversation, working from the same knowledge base she answers messages from, and texts your Jane App™ booking link when the caller is ready to book. You choose how she picks up: every call, or only the ones nobody gets to after four or five rings. We suggest the second, so a patient who reaches your front desk still reaches your front desk. Missed-call text-back is still included and still the right choice for plenty of clinics. She answers calls that come in and never places one.

Will she replace my front desk?

No. Emma handles repetitive follow-up and after-hours inquiries. Your staff stay in control, and she steps back for about an hour the moment a human replies.

Does Rebookly find me new patients?

Emma converts the demand you already have — inquiries, missed calls, past patients, and the leads your own campaigns generate — by responding faster and following up consistently. Rebookly doesn’t generate demand for you; it makes sure none of yours is wasted.

Can we customise everything?

Rebookly is done-for-you. How Emma behaves is standardised and proven across real Jane App™ clinics — that’s why it works in days rather than months. What’s yours is the knowledge base: your services, prices, practitioners, and policies.

• Treat the Inbox like a phone line
• Always work from All messages, never Unread only
• Respond inside Rebookly, not in Instagram or Messenger
• Pick up callback requests like a booked call — they chose to talk to a person
• Keep Jane App™ accurate — it’s what Emma works from
• Keep Emma sharp — add facts and answers in her knowledge base
• Give feedback in question / her answer / your answer format
• Leave your message templates alone for the first month, then edit from real replies
• Offers go in Emma’s FAQs, never in the outbound message
• Never delete a contact — use do not contact, and keep the audit trail
• Remember: Emma assists your front desk — she doesn’t replace it
• Remember the two outcomes: engagement and booking

Jane App™ is a trademark of Jane Software Inc. Rebookly is an independent service provider and is not affiliated with, endorsed by, or officially partnered with Jane Software Inc.