Dentaltown September 2020 - 50

1

Where are high-value patients hearing about your practice?

The first step in increasing the number of high-value patients coming into your practice is
to understand where current high-value patients are finding you. One of the most effective tools
to attribute patients to their referring source is tracking lines. These unique phone numbers
are placed on specific marketing or referral sources such as your website, Yelp, email blasts and mailers. In
doing so, you can see how many calls came into your practice by source, as well as tie specific patient calls
to their originating source.
For example, perhaps Yelp drove 40 patient calls to your office last month, but your email blast only
resulted in 30 phone calls. On further review, however, you find that those 30 calls from the email blast
were all to schedule a consultation for Invisalign treatment after you advertised a special in your email,
while the 40 from Yelp were mostly general hygiene appointments. While the 40 patients scheduling
hygiene appointments are still important patients to assist, your email blast did a better job at driving
high-value patients.

With many
dental practices
still operating
with reduced
schedules and
staff, it's all the
more important
to concentrate
on driving
an increased
number of highvalue patients.

50

2

Which sources are driving
scheduled appointments
with high-value patients?

While it's important to understand the number
of phone calls coming in from particular sources
and tie that back to specific high-dollar procedures, it's even
more important to understand if those opportunities are
resulting in scheduled appointments. What if those 30 phone
calls from your email blast inquiring about Invisalign only
resulted in three scheduled consultations, yet a mailer on the
same subject brought in 15 calls and 12 booked consultations?
It's clear that although the email attracted more calls, the mailer
was more successful in attracting booked appointments.
Because of this, most advanced call tracking software
doesn't just report on the number of phone calls sources are
driving; it also breaks down how many new or existing patients
called in from your marketing sources and how many of those
opportunities converted into scheduled appointments. This
granular insight allows you to make more educated decisions
around your marketing efforts and attract more high-value
patients with the right content.

SEPTEMBER 2020 // dentaltown.com

DT0920_Johnson_PracticeManagement_AG.indd 50

8/20/20 10:41 AM


http://www.dentaltown.com

Dentaltown September 2020

Table of Contents for the Digital Edition of Dentaltown September 2020

Dentaltown September 2020 - Intro
Dentaltown September 2020 - Cover1
Dentaltown September 2020 - Cover2
Dentaltown September 2020 - 1
Dentaltown September 2020 - 2
Dentaltown September 2020 - 3
Dentaltown September 2020 - 4
Dentaltown September 2020 - 5
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Dentaltown September 2020 - Cover3
Dentaltown September 2020 - Cover4
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