If you’re running marketing for your dental practice — or hiring an outside firm to do it for you — here are three key numbers that you need to be able to measure.
- Cost per lead. How much does it cost to make contact with an actual person, whether through an online form or a phone call? Someone anonymously browsing your website doesn’t count.
- Cost per acquisition. Once you’ve made contact with a lead (and including that expense), how much does it cost to bring that new patient through your doors?
- Lifetime value or ROI. How much revenue does your new patient generate? This doesn’t just mean a lifetime average, but same-day, 30-day, and 90-day figures, all of which will help give you a more complete picture of your return on investment.
Without these numbers, you’re flying blind on marketing. Is your strategy working? You don’t know!
If you are considering working with a marketing agency, always ask: can you measure each of these metrics? If the answer is yes, keep talking.
To scale your business effectively, you need to be able to see clearly.