Key Performance Indicators (KPI's) are very, VERY important for any business and particularly important for ones that choose to employ a sales person, in a specific role, with the specific task of ensuring potential customers buy their products - that is what a TC does, whether you like that description or not.
I was recently at a jolly fine CPD event, which Lord Foxington of Fox Hall and I were kindly invited too (cheers NJ). We rather luckily managed to tie this in with our annual business planning retreat for Charlies Practice, Hartley Dental - win, win!
During the course, one of the presenters got onto the subject of Treatment Coordination and asked which practices actually had a full time and dedicated TC. Two hands went up (out of 120 odd people). I knew exactly what was coming next...
The presenter asked if the TC role works well for them as a Practice - 'Yes!'
The presenter asked if the Practice did free TC appointments - 'Yes!'
The presenter asked what their conversion rate was from free TC appointments - '.... Errmmm (communal looks for re-assurance) - 'it's high.'
The presenter moved on from that subject....
It was pretty clear that the Practice in question, believed that having a TC in place was a great thing for them and it could well be - but how did they know one way or the other?! They didn't in short. So how would they know - KPI's - that's jolly well how!
Key Performance Indicators (KPI's) are very, VERY important for any business and particularly important for ones that choose to employ a sales person, in a specific role, with the specific task of ensuring potential customers buy their products - that is what a TC does, whether you like that description or not.
They simply cannot fluff about, looking jolly important completing free appointments without having a conversion target and subsequent measurement of whether their role is of a benefit to the Practice. Period.
As a general rule, if they are being paid 20K a year (Plus employers NI, pension etc - let's not forget), they should (as an absolute minimum) be targeted with bringing in 50K's worth of business per year, to your Practice. Sounds fair.
Anyway - how do you measure how effective the role is, 2 ways:
1) Specific KPI's:
Record free assessments booked and track conversion to paid new patient appointments - complete a simple sum (via an online calculator if you need) & it will give you a percentage conversion rate e.g. 50 appointments, 12 conversions = 24%.
7 of those 12 (58.33%) paid new patient assessment then take up a treatment plan worth 2K each (ball park figures obviously) - important measure,
These treatment plans are worth - £14K.
Now these are fairly epic conversions and treatment value numbers, but you get the idea! Regularly review this with your TC too!
2) Customer Satisfaction:
Simple really, ask patients who have dealt specifically with the TC, whether they felt this interaction was worthwhile, perhaps:
Q1) Did you feel that your time with our TC was useful?
Q2) Did that time positively contribute to your decision to take up/not take up the treatment plan we suggested?
Q3) How do you think we could improve that process?
I am of the mind that Treatment Coordination has actually had it's day and this was reinforced by the vibes I got during this event. Time for something new and innovative perhaps? (Edd cackles...) Watch this space!
My point is - if you have a designated TC, it is imperative that you give them sales targets to meet, measure their effectiveness in the role and adjust accordingly where things are not working - make the role bring value to your patients, team and Practice.
Edd. Edward Jones - Managing Partner at C&E Consult - Helping Dental Practices across the UK, take those steps to success!
Practice Exchange is a comprehensive database of all courses relating to dentistry. The Practice Exchange database is available to you anytime, anywhere. Free of charge. No registration. If you are a course provider, please submit your course to our database for free. This will allow dental professionals to find you easily.
We also run a FREE busy job board for all jobs in the dental profession. If you are a Dentist, Hygienist, Dental Nurse, Practice Manager, Receptionist or an Orthodontist, this is where you will find your next job. It's our responsibility to drive traffic to your posting and ensure as many people as possible are aware of your opportunity.
Comments