A second set of eyes
on the patient
acquisition journey.
As part of our efforts to benchmark
the dental growth work we're producing through 5X,
Miami Perio surfaced alongside campaigns
we're actively optimizing in the local market.
We followed the experience from the ad,
through the patient journey,
and into the different paths a new patient
has to take to reach the practice.
That process revealed several areas
where I believe
more of the demand you're already paying to create
could potentially become conversations,
appointments and treatment.
A practical look at where more growth may already be hiding.
What the patient sees
The ads, messaging, education, media and the reasons a patient is given to choose the practice.
What happens next
Forms, qualification, phone systems, after-hours, follow up and how easily a patient reaches someone.
What becomes revenue
Which campaigns, patient types and procedures ultimately become appointments and treatment.
Because we're seeing these systems create measurable growth in other practices, and the comparison made the opportunities here hard to ignore.
There is already significant demand
in this market.
We're actively competing for that demand
and seeing what happens when better media,
education,
follow up,
access
and measurement work together.
Rather than simply keep those observations to myself,
I thought it would be useful to give Dr. Gallardo
another perspective on what I found
and where I believe there may be room to improve.
I followed the same path a prospective patient would.
The ad
Miami Perio surfaced while benchmarking competing campaigns in the local dental market.
The page
I reviewed the message, authority, education and what a patient sees before being asked to act.
The conversion path
I followed the questionnaire and looked at the steps between interest and actually reaching the practice.
The contact experience
I looked at phone access, menus, routing and the experience surrounding the first conversation.
Several opportunities to make the experience work harder.
Not one giant overhaul. A series of improvements across the patient journey that can reinforce each other.
More emotional media.
High value dentistry is not only a clinical decision. Patients are thinking about fear, confidence, appearance, quality of life and whether they can trust the person treating them.
A guided patient experience.
Instead of giving every patient the same static path, the experience could help them understand what matters based on their needs.
Make the phone system part of acquisition.
Once somebody calls, the practice has already earned a meaningful amount of intent. That experience should help move them forward.
Better qualification and follow up.
Qualification should help the team without making the patient work harder than necessary. And a valuable inquiry should not disappear after one missed connection.
Measure the result beyond the lead.
The real question is not only which campaign generated the inquiry. It is what that inquiry ultimately became.
We're already seeing what happens when the whole system improves.
Year over year revenue growth
The result came from improving the patient acquisition system as a whole.
With another Miami dental practice,
revenue grew more than 40% year over year.
The work extended beyond paid media
into positioning,
patient education,
content,
phone experience,
tracking,
follow up
and the systems supporting the internal team.
That experience is what made the opportunities
in this review stand out.
The opportunity may not be
buying more attention.
It may be converting more
of the attention already there.
Stronger media.
More education.
Greater authority.
Easier access.
Better follow up.
Clearer measurement.
The practice already has
the expertise and reputation.
The opportunity is making sure
the entire acquisition experience
reflects that same level of quality.