The Two Essential Metrics for DRX 9000 Owners

For DRX 9000 owners, success in marketing isn't just about the number of leads; it's about understanding two critical metrics. Without knowing these numbers, it is impossible to determine if your marketing efforts are actually working.

1. Lifetime Gross Profit Per Patient (LTGP)

The first metric you must track is your Lifetime Gross Profit (LTGP).To calculate this, take the cost of an average decompression case (for example, $5,000) and subtract the costs required to deliver that care. These costs include:

• Staff time.

• Rent.

• Equipment costs.

If your costs total $1,500, your LTGP for that $5,000 case would be $3,500.

2. Cost to Acquire a Patient (CAC)

The second metric is your Cost to Acquire a Patient (CAC).You calculate this by taking your total marketing spend and dividing it by the number of patients you actually close. It is vital to base this on closed patients, not just leads or bookings.

For example, if you spend $2,000 on advertising and close five patients, your CAC is $400.

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The Scaling Opportunity

Understanding the relationship between these two numbers is "the game" of marketing.

• When CAC is lower than LTGP: If it costs you $400 to acquire a patient that brings in $3,500 in profit, you do not have a marketing problem; you have a scaling opportunity. In this scenario, you should want more leads, not fewer.

• When CAC is higher than LTGP: If your acquisition cost exceeds your profit, then you know something fundamental needs to be fixed.

Many clinics turn their ads off because they feel "expensive" simply because they haven't run these numbers. Don't guess with your marketing—know your metrics.

If you aren't sure what your LTGP or CAC are, reach out and schedule a call for a personalized walkthrough.