Monitoring new client acquisition as a monthly KPI is standard in many veterinary practices. Certainly, it is one of the best indicators of marketing strategy effectiveness and a good return on investment. Taking the exercise one step deeper to gather data on patient versus client acquisition will provide more specific numbers because clients may bring in multiple patients. This month, we look at net growth of active patients.
If existing lapsing patients (ie, those who have not received practice services in the last 14 to 36 months1) are “bleeding” out, the marketing strategy is not sustainable. Giving an infusion of “new blood” while discovering the source of the “bleed” and stopping the hemorrhage is a better plan.