If you are a direct-pay medical practice owner or manager, you know the challenges you face marketing the practice. One of the biggest questions we get is how to increase patients in a medical practice.
There are a number of things to consider when you take on the challenge of increasing your patient flow. Most Doctors want to know how to increase patients in the practice. What they really need to understand is the roadmap to increase patients in the practice.
Step 1: Being Ruthlessly Honest About Your Situation
Think of your practice as one of your patients. If a patient came into your practice and was complaining of aches, chills, intestinal issues, you would send me down a particular medical course of action. If a patient came into your practice, short of breath, arm hurting, chest pains and pale, you would take me down a much faster more drastic path of treatment.
Your business (the medical practice) is exactly the same. When a patient comes into the practice or emergency room, you want to know the vitals. Blood pressure, heart rate, body temperature, medications they are taking, symptoms. Then you start developing a way to get the patient healthy.
In your business, you need to know the equivalent of patient vitals before you start making changes in your marketing. These vitals are things like:
- The cost to acquire a patient
- The lifetime value of a patient
- Which advertising media generates the most call, appointments, face to face consults and procedures. (Hint: there is a big difference between all of these numbers in many practices.)
- Average revenue per appointment
It is only then you can understand how to increase patients in a medical practice.
Step 2: Who Is The Who
You must be very clear on who is your best patient and who is your best prospect. There is a huge difference between the two.
For many practices, they live in a patient echo chamber. They have a bias toward their patient base. Let me explain.
Our firm has a client that sells a stem cell procedure that nationally trends 65% for men. However, in his practice, over 80% of the procedures have been performed on women. Noticing an opportunity, we changed the marketing to target more men. The result; an increase in phone calls, appointments, and conversions to a procedure. If we had focused the marketing to women, the results would not have been as good.