Marketing requires investment of both time and money. In order to determine whether your investment was worthwhile, it is important to have some measures of success with which to assess the effectiveness of your marketing.
Some key measures of success for measuring the effectiveness of your marketing include total revenue, number of transactions, number of new clients, and number of new patients. Each of these parameters are easily measured and will give you additional insights regarding the activity level in your practice that resulted from your marketing efforts. These parameters must be tracked consistently and displayed in a manner that will show the real trends. It is important to remove seasonality and other factors so that you see the true trends in your data. This is most effectively done by using Trailing 12 month charts to show the true trend. Several of these are shown below.
Each data point in these charts represents 12 months of data, so this removes seasonality and reveals the true trends in your data. If the trend is going the wrong direction, dig deeper and find out why.
Also, other measures might include the percentage of clients in your database who have overdue preventive care appointments or prescription refills that have gone undone. The number or percentage of clients who have animals that aren't in your system is another important measure of your marketing success. Remember, marketing to your existing clients is the biggest source of growth in every practice. Identify and measure these lost opportunities, correct them, and your practice can experience explosive growth.
