Aesthetic Society News — Summer 2018
by Karen Zupko, President, Cheryl Toth, MBA, Amy Boyer, MBA
Everyone agrees that it’s important to understand how many patients seen in consultation actually schedule surgery Aesthetic surgeons measure their value on it, and patient care coordinators are rewarded for improving it. Nearly every aesthetic surgeon we talk with wants to know what is a “good” conversion rate.
But if your team calculates a “lump” conversion rate for the year, you’re missing the bigger picture. Not to mention lacking the nuanced data needed for making strategic marketing and performance improvement decisions.
This article sets the record straight. It explains why and how to correctly track this essential metric, the importance of understanding how the practice management system algorithm calculates it, and how to take action if your current data collection procedures need a clean up. Throughout the article, “conversion rate” is referred to as “Patient Acceptance Rate (PAR),” our firms preferred term. “Conversion” has an unfortunate religious connotation. And PAR takes into account three important variables for getting patients to “yes, schedule me:” connection to the surgeon, procedure recommendations, and fee.
PREVIOUS AESTHETIC SOCIETY NEWS ARTICLES