- Audit 2018 Results vs. 2017 Results
- New Patients
- Repeat Patients
- Website Traffic
- Social Media
First, let’s consider new patients. How many new patients were acquired? How much money was made from these new patients? These are important questions that need to be answered.
Apply the same questions above to existing patients as well.
Take a look at the sources of traffic for your practice. How did you do with the marketing channels that were used?
Look at website traffic—does your organic traffic go up, down, or stay about the same year over year? How are the important practice pages, such as the homepage, procedure pages and about us pages doing in terms of traffic?
Scrutinize the social media channels, such as Instagram, Facebook, Twitter, etc. Identify the number of subscribers for each platform and the number of engagements you had per post. Are there any patterns or trends? Be sure you can analyze and understand the data and look for positive or negative changes based on what you’re doing.
Look back at the referrals. How many referrals did you receive from former patients? Understand your referral sources and where they came from.
Next, check all of these figures against 2017 figures and see whether or not they show improvements.
2. 2019 Revenue Goals
After reviewing the practice results from 2017 and 2018, it’s time to focus on the future. Establish your 2019 revenue goals for the practice. Ultimately, the revenue goals should correlate with what you want to do and how you want to run your life within the practice.
Ask yourself if you want to work to live or live to work. Whatever your decision, be sure the revenue goals align with it and can sustain your personal beliefs.
Ask yourself: How many new patients are needed to hit your revenue goals? How many existing patients are needed to hit your revenue goals? This is a sliding slope based on how you want to run your practice.
Put Together A Media Plan.
It should be integrated and include all of the channels available to you. The media plan should be done on a month-to-month basis and should be planned out at least six months in advance to understand where you’re heading. Make sure to include the website, social media and retention marketing, such as events and emails. In the media plan, be sure to have everyone on board about where you’re headed.
Set Up the Team For Success
From there, make sure your team is set up for success. Make sure each individual understands his or her responsibilities: the office manager, the front desk personnel, the patient coordinator, etc. Explain responsibilities with regard to hitting goals and metrics. Explain the tools and resources you can provide to ensure revenue goals are met. Ask your staff what tools or resources they think you might need.
By using this formula, it is completely possible to reach your 2019 revenue goals and do better than the previous year.