When troubleshooting patient acquisition, the term to remember is integration. Patient acquisition is a function of the integration of three different parts of your business, which are:
- Front Desk
- Patient Acquisition
These three systems in your office are interdependent. As a result of their interdependent nature, integration is what weaves all three together to paint a larger picture of what is taking place in your office. Conversion rates are a reliable way to better understand how each part of your business contributes to the whole. Without an understanding of conversion rates, you will experience financial loss in your process.
Marketing + Front Desk
When considering the integration between the marketing and the front desk, be sure to understand your lead-to-schedule rate. Consider this: for every hundred phone calls or emails, how many are scheduling an appointment? Take a look at whether these numbers are going up or down and determine how this is impacting your revenue.
In addition, consider the marketing-to-attendance rate. Of those who scheduled an appointment, how many attended as expected? Analyzing these rates can provide a solid foundation for a high-level overview of what’s working—and more importantly, what isn’t.
Front Desk + Acquisition
Next, take a look at the attendance-to-acquisition rate. Of those who attended, how many did you acquire as a patient for your services? This relates back to the success of the front desk, which also links back to the success of your marketing.
All three of these steps are integrated in such a way that makes it imperative to evaluate conversion rates at each phase of the process. When you can see with clarity the weaker link in your practice, you can quickly adjust your focus to bring back a state of balance that supports your team in decreasing financial loss while growing and scaling your services.