Tracking Pages
Lead Tracking Sheet
It is important to track every new patient opportunity that comes into your office, whether they schedule an appointment or not. Simply keep this tracking sheet next to the phone and record each caller's name, date of call, date of appointment (or if they declined to appoint) and who they credit with the referral. At the end of the month you can total each column to see how many leads you can attribute to each referral source. It's an easy way to see if you are paying for advertising that just isn't working, or if you should reallocate monies to the strongest ROI.
If you have Microsoft Excel, you can save this file to your computer and easily customize each column to be specific to your unique referral sources. Or, feel free to call Jen, Deena, Teia or Xana at 866-590-4476 and we'll be happy to customize this for you!
Annual Practice Marketing Metrics
Tracking leads every month is good, but then you need a way to evaluate the ROI of those leads on a long term basis. Use this spreadsheet for an instantaneous glance at how you're doing with lead conversion, case presentation and closure, and marketing ROI. Here's how to use it:
Once a quarter, update this tracking sheet to include:
- The total number of calls (whether scheduled or not) for each referral source.
- The total number of new patients from each referral source.
- The total value of the treatment plan that was diagnosed and presented to each patient - by referral source.
- The total value of treatment accepted - by referral source
- The cost of each referral source. Don't forget to include the little stuff. If you send a gift to patients for referrals, that is a concrete marketing cost that needs to be included. Do you take referring doctors out to lunch to build relationships? Those costs should be included for true ROI.
To make this a lot easier, make sure you are using your practice management software to its full potential. Every patient record should indicate the referral source. Input the total treatment plan value once it is presented. Then once a quarter you can pull a report for January 1 to the current date, and you'll have an easy list of summary totals.
Remember that it takes about 12 months to determine the true ROI on a patient. Very few patients complete all treatment that is recommended in their first month - it takes several visits! The formulas to determine lead conversion, case close ratio and marketing ROI will fill in automatically once you input the first five columns.
Don't hesitate to call Xana, Teia, Jen or Deena at 866-590-4476 and we can walk you through the process. It's simple once you start using this on a regular basis and the numbers can immediately indicate trouble areas - or places to take greater advantage of! It will be one of your most valuable tools in practice management.
