Marketing statistics. To get started, the marketing team leader is assigned. If this is you, next you will visit with your doctors and office manager to set goals and identify other customizable tracking categories. It is important to also communicate your goals with the rest of your team and report to them often. Then, review each stat to determine if the information is already being gathered electronically and if so, ensure your team is entering this data accurately and consistently. Then, write down your process of data generation which should include the name of the report, the location of the report, and any other relevant settings such as report start date and end date. This ensures the data is being generated with consistency and will help maintain accuracy over time. If there is a stat that must be tracked manually, ensure you define, standardize, and communicate this process as well. Next, input stats daily on your lead measures to begin accumulating data for practice performance.
All of the white cells are customizable. Simply insert your data on the appropriate date and automated formulas will generate further calculations. We recommend to have no more than one or two lag measures, also called a wildly important goal. Identify the lead measures that will create leverage to execute, or achieve your wildly important goal and then track that stat.
If your lead measure stats improve and no momentum or leverage is created toward achieving your wildly important goal, you may have a bad lead measure. Visit with your doctors and office manager to brainstorm the relationships of your lead and lag measures, ensure data is being input accurately, and replace your lead measure if needed.
We recommend daily tracking when the stat is part of a lead measure. For all other stats, we recommend a minimum frequency of monthly tracking. You may insert these values on the first of the month as a total sum. A minimum of monthly tracking will help you spot intended and unintended peripheral trends as you focus intensely on the lead measures and your wildly important goal.
Ok! Let’s take a look at our marketing stats:
First up, shopper vonversion – We have pre-populated your monthly goal as 70% which is an industry benchmark. This stat should be tracked manually. Instruct your team to record 1 tally mark for each call received, and 1 tally mark if the call concluded with a successfully scheduled appointment or appointments. Have them turn in their tally marks daily so that you can combine and enter the totals here. Once you enter total tallies for calls received and total tallies for calls converted, a conversion rate will automatically be populated. Monitoring results daily will help identify opportunities for improvement, whether that is additional team training, or the addition of a designated call center to ensure the opportunities are not rushed and missed.
Family Member Conversion – FMC’s are a team effort! This stat should also be tracked manually and celebrated daily to establish the habit of recommendation and to gain momentum in your clinic. We have listed common sources for FMCs. Remember, at the end of your shopper calls, make a second effort to schedule additional appointments for the family by educating the caller with your doctor’s recommendation for a yearly vision and eye health exam.
These second effort conversions count for an FMC! Your EHR may also be set up on family accounts which can help you instantly identify family members. The insurance verification process will also reveal family members with unused benefits and are a great tool to increase FMCs. When your patient arrives for their appointment, they may be accompanied by a friend or family member who could also turn into an FMC by being professionally engaged and educated. Lastly, every person who comes to you as a walk-in for optical services should be identified by name which allows you to review their record and see when their next appointment is, and recommend a comprehensive eye exam if there is no future appointment set.
This habit also allows you to see if they have a balance due, the age and warranty status of their glasses, and verify the glasses you are working on were purchased in your clinic, in the event the patient has any questions or complaints about the prescription or products used.
If your doctor has limited scheduling availability, they may want your team to target FMCs to people with the greatest need for eye care, such as patients greater than two years past due, or people over age 60 who may have greater risk of eye disease and are at greater risk for permanent vision loss the longer the condition goes unmonitored or untreated.
New Patient Acquisition Rate – This is a straightforward stat that should be available in your reporting options. Your desire for new patients will depend on the growth phase of your clinic. New clinics will have a MUCH higher new patient percentage than a mature practice who may not be taking new patients at all. Of course, it’s natural for patients to move away and unfortunately, even become deceased. Therefore 30% minimum new patient rate is recommended due to this turnover and also takes into account the general definition of a new patient including existing patients whose last date of service is greater than 3 years.
Recall Campaign – Maintaining contact with your patients is important. While recall for patients past due can be set up and performed through your patient communications platform, manual recall methods should also be in place to provide a physical reminder. Multiple efforts with mixed delivery methods are usually needed before the patient will act on your call to action to make an appointment in these communications.
Decide which methods you will utilize, how often they should be sent, and a start and end date such as 2 months past due through 5 years past due. Tracking is important both in the patient record, and on your stats sheet. Also, ensure your marketing mailing pieces feature your logo and are of good quality. Contact the Williams Group marketing department if you would like help with additional marketing services.
Referral Sources – Knowing where your new patients come from is extremely valuable and should be tracked to plan your marketing budget, calculate return on income for marketing campaigns, and be aware of your best networking channels. This stat is generated from your electronic records. The other categories can be customized to help track your specialized external marketing campaigns. Prepare by customizing your practice management software referral table options, then train your team to enter the data and explain why it is so important to the clinic. Follow up by communicating results and reviewing new patient charts daily to ensure the information is being added. If this is a new item for your team to track, it should quickly become a habit and part of your daily whirlwind.
With a comprehensive tool such as this, your potential for improvement is limitless!
Becoming disciplined in stats is how you will grow to know your numbers. Reflection, communication, and developing a habit of execution are keys to better practice performance. We hope you are excited and feel empowered to run your stats sheet with purpose! Next, let’s head over to the dashboard to see where the party’s at.