Case Study 5
Being one of the first 10+ staff practice we worked with, we learned about volume doesn't matter as much as throughput. The month prior to this, we had produced nearly 1500 leads in the month and the staff couldn't keep up with the volume and our system to organize those leads was non-existent. This led to the potential patients not even being called, followed up with. When the lead was called randomly, or followed up with it lead to a terrible first impression and patient experience having to interrupt someone in the middle of their busy day. Also not providing the practice's staff with a simple, but effect call script to handle leadflow. This mistake caused the practitioner to believe the leads were low-quality, and to be honest, they probably were at that volume. Without understanding the value of thorough patient education at the time, we most likely produced more curious, rather than committed leads.
Don't get seduced by volume, be validated by patient throughput.
It doesn't matter if you have 10, 100, or even 1000 leads, what matters is your cost to acquire a patient. This is the only metric that counts. You need to be able to call your leads, and if you have employees, they need a script. Because they will end up using their own off-the-cuff "script" that they use without thinking about it if you don't train them.
How we solved this was by creating more barriers to qualify someone as a "lead", which created a much more manageable and higher quality result. This system gave us time to develop a call syntax that helped the practitioner speak only to the cream of the crop and patients that were willing to invest in themselves immediately. The result above is after we launched this system to decrease lead flow and disqualify potential patients, ultimately increasing the quality of the leads.