Why You Should Track New Patient Acquisition

New patient acquisition for the average dental practice should be between 10-25 patients each month.

How does your dental practice compare?

If you don’t know, that’s a problem. Like any other business metric, new patient acquisition is a key performance indicator that can inform your marketing strategy.

Tracking New Patient Acquisition

We help our dental clients track the number of new patients they see each month on their monthly practice management dashboard.

We also calculate the net new patients for the practice each month. This metric factors in the number of patients that have not been scheduled for an appointment in the last 18 months.

You may have a great marketing campaign that brings in a bunch of new patients. But if net new patients is negative, then it suggests that something else is going on.

Why Patients Are Leaving Your Dental Practice

Every practice will experience some natural attrition from patients moving away. But that’s not the only reason.

In his book, Everything is Marketing, Fred Joyal explores several reasons why patients leave a dental practice.

1. You don’t offer what they want

Let’s face it, people talk!

Word of your competition’s new whitening program will travel. And if you don’t offer a similar product, it won’t take long before patients switch providers.

2. They don’t know what you do

Begin with the assumption that if they aren’t told at each visit, they don’t know.  

In my opinion, having a brochure by the checkout counter on a snore guard, or a television ad running in the lobby that demonstrates the benefits of the new laser equipment you are using, doesn’t count as telling them. These things only supplement what you and your dental team communicate as part of your continual standard of care.

3. They think you are too expensive

Having done many fee analysis over the years, I know that the typical dentist isn’t too expensive. Often, I end up showing a client that their fees are below the average for their locale before they will actually adjust their master fee schedule to a recommended charge.  

Here is a little secret for you –  patients don’t leave because you increase your fees. They leave because they don’t value what you do for them.  

Building up the value of dentistry in the minds of your patients is a process of communication that you and your team need to work on continually. This communication begins with you, believing in the value of your services.

4. Their insurance changed, and you don’t accept it

I’m not an advocate for participating with every dental preferred provider organization that comes your way, but I do think you should research the plans and understand how they work.  

Create a brochure for your patients entitled, “Dental Plans: What You Need to Know.” Most likely your patients don’t have a thorough understanding of their plan.

Once educated, many will choose to stay with you. Even if that means going out of network and paying more.

5. They don’t believe that you care

I once had a general dentist call me after being referred to a specialist to have a wisdom tooth extracted.  

He said, “Mike, I’m just calling to find out how you are feeling.  Did everything turn out alright?”  

It was a simple gesture that made a lasting impression on me.

Find small ways to connect with your patients and you’ll turn them into lifelong advocates for your practice.

Conclusion

Now I’d like to hear from you:

What are you doing to bring new patients into your dental practice?

And are you tracking patient acquisition to confirm that it’s working?

Let me know by leaving a comment below.