• genna38

KPI's & TC's - 'Why? What? How?

Updated: May 18, 2018

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!


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