The Base Line – Your Numbers Right Now
Current Monthly Patient Flow: Tracking your marketing progress starts with gathering some basic information. To begin, you need a “lead” activity base line. A new patient lead is anyone who contacts you that is not currently receiving care and asks about your services. For example, if you receive 100 calls a week and 60 ask about a first appointment or what services you provide, then we have 60 New Patient Leads. If 36 of those actually book an appointment, then we have a 60% booking rate as our starting point. See the row labeled Current Monthly Patient Flow. To measure this you will need to use call tracking.
Lead Generation With Advertising
Improve Advertising: Generating inquiries and booking are two separate functions. New patient inquiries come from your baseline market share plus the results of your marketing and advertising. Use call logs and other tracking devices. These include responses to special offers, tracking URLs, site analytics, tracking phone numbers, and other devices for measuring new patient inquiries. The chart pictured below shows a 25% increase in inquiries. This is a reasonable advertising goal for most independent clinics.
Conversion Rates – Improve With Marketing Tools
Improve Marketing Tools: New patient booking rates depend directly on your staff’s ability to “close” or convert the inquiries. For example, some clinics convert more patients than others. For every ten new patient inquiries, one clinic may book eight while another only three. We observe these differences between clinics every day, and that’s why we strongly recommend measuring conversion rates. A 10% conversion rate improvement (as pictured in the chart), is a reasonable goal. In addition, it has a significant impact on the financials.
Low conversion rates are typically a symptom of a problem, like a weak Internal Marketing program.