Is your clinic volume inconsistent?
It’s time to take back control.
Take understand what’s really going on in your practice and attract more new patients, you need to know these 5 key marketing metrics.
1. Website Conversion Rate
Your website SHOULD bring new patients to your door. Is your site underperforming?
The purpose of your website is to call patients to action. If you’ve got a lot of visitors but no buyers, you’ve got a website conversion problem. Of the people who visit your website, how many of them call you, download an ebook, or request an appointment?
How to Fix Your Physical Therapy Website
Make sure your website is talking about your patients and their pain…not about how great you are. Newsflash: everyone says they are the “Premier Physical Therapy Clinic.” What will set YOU apart is if you speak to your patient’s problem: their pain.
- 10-Minute Website Makeover Workshop
- 6 of the Best Physical Therapy Websites for Private Practices
- 2021 Practice Website Checklist: 13 Features to Convert More Patients [PDF guide]
2. Leads to Evaluations Conversion Rate
Do people take your free stuff…but never come in for treatment?
Someone who calls your front desk, signs up for a workshop, or talks to you at the local gym counts as a lead. To take control of your practice, you need to know how many of these leads actually schedule an evaluation. If people are calling your desk, but not scheduling an appointment, your front desk might need additional training.
3. Number of Patients Reactivated This Month
Did you know that you’re sitting on a gold mine? Your past patient list is extremely valuable. It is far less expensive to reactivate a past patient vs attract a new patient!
When you market to your past patients consistently, you can reactivate 1-2% of them every month. For example, let’s say you have 5000 past patients. What could you earn if 50 of them came in this month to start a new plan of care?
How to Market to Past Patients
- Provide useful content in a monthly patient newsletter
- Provide incentives to return for needed care
- Free consults for family and friends
- Calls/emails to check in
- End-of-Year Postcards to remind patients to take advantage of their insurance deductible
4. Customer Acquisition Cost (CAC)
How much does it cost you to attract one new patient? If you don’t know, you might be overspending. To find out your customer acquisition cost, divide the amount you spent on marketing last month by the number of new patients you got that month. A good range is $75-200 per patient.
Lower your CAC by marketing consistently to past and current patients. It is FAR less expensive to reactivate a past patient than to attract a new one.
Make Sure Your Customer Acquisition Cost Isn’t Breaking the Bank
- How Much Do I Have to Spend on Marketing to Get Results? (from PhysicalTherapyMarketing.com)
- Learn How to Calculate Your 2022 PT Marketing Budget
5. Percent Completed Plan of Care
Are patients not showing up? If a high percentage of patients complete their plan of care, that means they see the value in PT. They will tell all their friends about their great experience with you! If few patients finish their treatment, that means they won’t get better AND they probably won’t recommend your practice to others.
When you know these 5 metrics, you will stop bleeding money and finish 2021 strong!