If 50 people ask about your practice this month and 10 join, you have a 20% conversion rate. That one number tells you whether to work on getting more people to ask, or on turning more of them into members.
Count four steps
- New contacts: calls, forms, messages and walk-ins from new people.
- Conversations: those you reached and talked with.
- Meet-and-greets: those who met the doctor. Running meet-and-greets.
- Enrollments: those who joined within 60 days.
Use a simple log
A spreadsheet works: date, name, source, each step reached and outcome. Update it every day. Your membership platform may track some of it.
Read the numbers
In a made-up example, one month shows 60 new contacts, 45 conversations, 25 meet-and-greets and 15 enrollments. Fifteen people never got a conversation. That's the first problem to fix: answer faster. Responding within a day.
Compare by source
Compare how often referrals join with how often ad clicks join. Knowing both tells you where each dollar goes furthest. Tracking member sources.
Review monthly
Look at the four numbers with your monthly financials. More new contacts with the same enrollments means a conversion problem, not a marketing problem.
What I'd do this week
- Start the log with today's new contacts.
- Ask staff to record every new person who asks.
- Put a monthly review on your calendar.
Common questions
What's a good conversion rate?
It depends on your sources. Track your own and work on improving it.
How long should I wait before counting someone as lost?
60 days is a reasonable window. Keep following up with permission after that.
Should family members count separately?
Count households for new contacts and members for enrollments, and say which you use.
Want growth and financials in one review?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.