Tuesday, October 18, 2016

Tracking the ROI on your marketing campaigns in three easy steps

You spend a lot of money on marketing, direct mailers and advertising. I am
shocked sometimes when I see how much these advertising campaigns cost the practice. How do you know if they are working? Do you know the ROI on your investment? I can help you see the statistics you need to know to help make decisions on your referral programs and new patient acquisition.
First things first . . . your team must be recording where your new patients are being referred from. If you are starting a new patient referral program or just signed up with a marketing company that is launching some direct mail campaigns, I want you to add these into your referral sources. Go to the Office Manager > Reference > Referral Maintenance. Then click on add new and enter the name of the campaign. Make sure to check Non Person and then, at the bottom, click on Referred By. The reason you want to select Non Person is because these campaigns will be tracked as Referred by Marketing on the Practice Advisor Report.

Second, make sure your team is checking the new patients against the referring sources on a daily basis. The easiest way to do this is using the Daily Huddle Report. Look at the Daily Huddle each day and make sure the total number of new patients is accurate and make sure the total number of new patients matches the total number of referral sources. This makes sure that every new patient is tracked with how he or she found you.

Now the juicy stuff . . . you can run a report that will show you the total number of patients by each referral source, see how much their treatment plan is worth and how much production has been completed. This is invaluable because you can not only see how many patients this campaign is bringing you, but also how much revenue. AMAZING!

Go to the Office Manager > Reports > Management > Referred By Report. Next, select the referral dates, production dates and select the referring source you want to analyze. Then at the bottom make sure to check Show Production Detail.

This will be great information when you are looking to renew a campaign or just great feedback to your marketing company

Dayna Johnson, Certified Dentrix Trainer
Dayna loves her work. She has over 25 years of experience in the dental industry, and she’s passionate about building efficient, consistent, and secure practice management systems. Dayna knows that your entire day revolves around your practice management software—the better you learn to use it, the more productive and stress-free your office will be. In 2016, Dayna founded Novonee ™, The Premier Dentrix Community, to help cultivate Dentrix super-users all over the country. Learn more from Dayna at www.novonee.com and contact Dayna at dayna@novonee.com.

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