METRIC 2
YOUR REVENUE LOST... AT THE FRONT DESK METRIC 3
YOUR WEBSITE CONVERSION RATE
One thing many clinics don’t fully understand is the difference between marketing and sales. In any business, marketing’s job is to bring interested leads to the sales team. It’s the sales department’s role to actually get the sale, transaction, patient scheduled, etc. But healthcare companies don’t usually have “sales” people, right? So who does that responsibility fall on?
At the end of the day, your website has one single job— turn as many visitors as possible into new patient leads. The most important metric to keep track of to determine if your website is doing its job is Conversion Rate. Take the number of appointment requests from your site and divide it by the number of visitors in the same time span. Move the decimal 2 spaces right, and that’s your percentage. If you spend marketing money to send more visitors to a website that converts less than 2%, you are wasting money! Take the time to make sure your website is equipped to convert as many people as possible before spending advertising money. If you do, every dollar you spend will generate exponentially more return. JUST HOW BIG IS A 1% CHANGE? Clinic 1 converts 1.5% of website visitors. Clinic 2 converts 2.5%. That’s only a small difference, right? But, if both clinics get 2000 visitors in a month, here’s the end result: • Clinic 1: 30 appointments, up to $28,800 in new revenue • Clinic 2: 50 appointments, up to $48,000 in new revenue
HOW TO UNDERSTAND HOW MUCH POTENTIAL IS OR ISN’T BEING LEFT AT THE FRONT DESK:
WEBSITE CONVERSION RATE EXAMPLE
1500 Website Visitors ) ( ( 34 Appointment Requests )
1 Multiply new patient calls/month by the lifetime value of a patient (or care plan). Set this number aside for now. 2 Multiply your new patient calls/month by the % of the time calls are answered, then multiply the result by the % of new patient calls who book appointments. Remember for this, 80% = 0.80. 3 Multiply the result of step 2 (Calls Booked) by the lifetime value of a patient. This is the actual revenue from calls. 4 Subtract the result of step 3 from the result of step 1 and you will see how much unanswered or unbooked calls cost per month.
The answer isn’t marketing—it’s your front desk.
2.27 %
Whether you have a lead filling out a form on your website, calls coming from Google Map results, or past patients responding to your newsletter... your front desk ultimately has a major role in ensuring that person actually gets scheduled and arrives. IF THIS PROCESS IS LEAKING, YOU COULD BE LOSING A LOT OF NEW PATIENTS.
CONVERSION RATE
YOUR WEBSITE CONVERSION RATE:
Appointment Requests
SUBTRACT
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4
X
=
1
CONVERSION RATE
New Patient Calls/Month
Lifetime value of a new patient
POTENTIAL New Patient Call Revenue
Website Visitors
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X
X
2
That’s almost $20,000 more from a 1% conversion difference!!
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New Patient Calls/Month
Call Answer Rate
Call Booking Rate
New Patient Calls Booked
NOW ASK YOURSELF:
X
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3
Lifetime value of a new patient
New Patient Calls Booked
ACTUAL New Patient Call Revenue
MONTHLY LOSS AT FRONT DESK
Is my website converting well? Or is it leaking potential patients and losing more money than it makes? 0-1% Very Poor: A website in this range should probably be remade from scratch. 1-2% Below Average: Minor improvements might be enough (chatbots, appointment request buttons, etc.) 2-3% Average: You can begin to invest in ads at this range but should look to make small improvements over time. 3-4% Above Average: Feel free to test new things, but you can confidently invest in other marketing and expect results. 4-8% Excellent: Healthcare websites in this range are rare—don’t make any drastic changes as long as things keep up in this range. Invest in marketing efforts to get more visitors.
NOW ASK YOURSELF:
SKIP THE MATH + USE
Is my front desk team well-trained and well-equipped to maximize our new patients? If not, there are a number of great tools you can use to level up your teams skills. Check into FrontOfficeGuru.com or MyCallHero.com.
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4 METRICS TO GAIN CONTROL OF YOUR NEW PATIENT VOLUME
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