Why Cost-Per-Lead and Cost-Per-Surgery Matter
If you spend money on marketing your practice every month, do you know your average cost-per-lead and cost-per-surgery? Do you track these statistics every month or once in a blue moon? If gathering these statistics seems like time-consuming busywork for your staff…think again.
Investing in marketing efforts such as…
- Website design and Search Engine Optimization (SEO) tactics
- Email marketing
- Traditional radio and internet radio advertising
- Traditional print advertising
- And others…
…without tracking their results…is like skating on thin ice. Your message may reach the intended target on the other side of the pond smoothly or it may tumble into an icy abyss. But you’ll never know.
By continually gathering specific data points, you can keep track of your cost-per-lead and cost-per-surgery statistics which may identify problem areas in:
- The effectiveness of your advertising message and medium
- The real value of your website
- Your staff’s abilities to “sell” your services to potential patients
For example, if your cost-per-lead is high, you may need to completely revamp your external marketing strategies. If your cost-per-surgery is high, you may need to have your staff trained on sales techniques to better convert consultations to surgeries.
Marketing analysis and practice analysis is an ongoing effort that is vital to your practice’s bottom line. But it’s not always an easy task for a practice to maintain.
That’s why we offer a free marketing analysis service as an initial step to help elective surgery practices analyze their current marketing efforts as compared to similar practices around the country. This free service has opened the eyes of many clients, showing them that they are not using their marketing dollars wisely.
More in-depth analysis is also available at Fast Track Marketing to allow practices to truly hone in on problem areas that may be causing their cost-per-lead and cost-per-surgery ratios to be off balance.
Contact Brandi Musgrave at 303-447-9192 or firstname.lastname@example.org to learn more about our free Practice Analysis package and our Comprehensive Practice Analysis & Strategic Planning Program.