For doctors and practice owners stuck between ₹10 and 25 Lakhs a month who want ₹50 Lakhs+
Clinic growth glossary
The Words Marketers Use, Explained For Doctors.
{len(gl)} terms every clinic owner hears, from show rate to lifetime value, each with a plain definition, the formula, the benchmark and how to improve it.
A
- Answer rate
- Answer rate is the share of incoming calls to a clinic that a real person answers live during working hours, shown as a percentage of all calls received.
- Attribution
- Attribution is the process of tracking which marketing source, such as Google, Instagram, referrals or walk-ins, brought each enquiry and each treated patient to a clinic.
- Average ticket
- Average ticket is the average revenue a clinic earns from each treated patient, found by dividing total treatment revenue by the number of patients treated.
B
- Booking rate
- Booking rate is the percentage of new enquiries, across calls, WhatsApp, forms and DMs, that turn into a confirmed consultation with a fixed date and time.
C
- Collections
- Collections are the money a clinic actually receives from patients, insurers and corporate panels in a period, as opposed to the value of treatment billed or planned.
- Consult conversion rate
- Consult conversion rate is the percentage of patients seen in consultation who accept and start a recommended treatment plan, rather than leaving to think about it.
- Consultation framework
- A consultation framework is a clear, repeatable structure a doctor follows in every new patient consultation, from understanding the concern to recommending a plan and next step.
- Cost per lead
- Cost per lead is the amount a clinic spends on marketing to get one new enquiry, such as a call, website form, WhatsApp message or ad lead.
- Cost per new patient
- Cost per new patient is total marketing spend divided by the number of new patients who actually started treatment, also known as cost per treated patient.
- Creative fatigue
- Creative fatigue is when an ad stops performing because the same audience has seen it too often, so costs rise and enquiries fall even though nothing else changed.
- CRM
- A CRM, or customer relationship management system, is software that records every patient enquiry and conversation so a clinic can follow up, track sources and measure each stage.
- Customer acquisition cost (CAC)
- Customer acquisition cost, or CAC, is the full cost of winning one new patient, including marketing spend plus the team time, tools and fees used to convert them.
G
- Google Business Profile
- A Google Business Profile is a clinic's free listing on Google Search and Maps, showing its address, hours, phone number, photos and patient reviews.
L
- Landing page
- A landing page is a single focused web page built for one treatment or offer, designed to turn visitors from ads or searches into patient enquiries.
- Lead magnet
- A lead magnet is something genuinely useful a clinic offers for free, such as a guide or checklist, in exchange for a patient's name and number.
- Local SEO
- Local SEO is the work of helping a clinic appear in Google Maps and local search results when nearby patients search for its treatments or speciality.
- LTV to CAC ratio
- LTV to CAC ratio compares a patient's lifetime value with the cost of acquiring that patient, showing whether a clinic's growth is profitable or burning cash.
M
- Monday numbers
- Monday numbers is HBA's weekly review method where a clinic checks the same handful of patient journey and money numbers every Monday, then picks one fix for the week.
N
- No-show rate
- No-show rate is the percentage of booked patients who neither arrive for their appointment nor cancel or reschedule it in advance, leaving the slot empty.
O
- Objection handling
- Objection handling is how a clinic's doctor, coordinator or front desk responds honestly to patient concerns about cost, timing, trust or fear before deciding on treatment.
P
- Package pricing
- Package pricing is offering a complete course of treatment, with sessions, reviews and aftercare included, at one clear total price instead of charging per visit.
- Patient financing (EMI)
- Patient financing lets patients pay for treatment in monthly instalments, or EMI, through a lender or the clinic, instead of paying the full amount upfront.
- Patient journey
- The patient journey is every step a patient takes with a clinic, from first seeing or searching for it to enquiring, booking, visiting, treatment, follow-up and referral.
- Patient lifetime value
- Patient lifetime value is the total revenue a clinic can expect from one patient across every visit, treatment and referral over their whole relationship with the practice.
- Plan completion rate
- Plan completion rate is the percentage of patients who finish every session or stage of the treatment plan they started, rather than dropping out partway through.
- Practice valuation
- Practice valuation is an estimate of what a clinic is worth as a business, based mainly on its sustainable profit and how well it runs without the founder.
- Price anchoring
- Price anchoring is presenting a clinic's prices in a sensible order and context, so patients judge value against the full plan rather than a single bare number.
- Profit margin
- Profit margin is the share of a clinic's collections left as profit after paying all costs, including salaries, rent, consumables, marketing and the doctor's own fair salary.
R
- Reactivation
- Reactivation is the process of bringing lapsed past patients back to the clinic through personal, helpful outreach, and its rate measures how many of them book again.
- Recall rate
- Recall rate is the percentage of patients due for a review, check-up or maintenance visit who actually return to the clinic within the recommended time.
- Referral rate
- Referral rate is the percentage of a clinic's new patients who came because an existing patient, family member or another doctor recommended the practice to them.
- Retargeting
- Retargeting is showing ads again to people who already visited a clinic's website, watched its videos or engaged with its social media, but have not enquired yet.
- Return on ad spend (ROAS)
- Return on ad spend, or ROAS, is the revenue a clinic earns from patients brought in by ads, divided by the amount spent on those ads.
S
- Show rate
- Show rate is the percentage of patients with a booked consultation who actually walk into the clinic for that appointment, measured over a week or a month.
- Speed to lead
- Speed to lead is the time between a new patient enquiry arriving and the clinic's first real reply or call, also called speed to first contact.
- Speed to lead automation
- Speed to lead automation is a system that instantly acknowledges every new enquiry and alerts the team to call, so no patient waits for a first response.
T
- Treatment coordinator
- A treatment coordinator is a trained clinic team member who guides patients through their treatment plan, cost, payment options and scheduling after the doctor's consultation.
- Treatment plan acceptance
- Treatment plan acceptance is the share of recommended treatment, usually measured by value, that patients agree to start after the doctor presents their plan.
W
- Website conversion rate
- Website conversion rate is the percentage of visitors to a clinic's website who take a meaningful action, such as calling, messaging on WhatsApp or booking.
- WhatsApp nurture
- WhatsApp nurture is a planned series of helpful, personal WhatsApp messages that keeps a clinic in touch with enquiries and patients until they are ready to book.
Next step
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