New patients shouldn't depend on luck.
When patient numbers swing month to month, it's usually because nothing is measured. Here is how to make new patients predictable.
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- steps
- 6
- steps
- to start
- 1 hour to set up
- to start
- scorecard
- Free
- scorecard
The short answer
Unpredictable new patient numbers usually mean nobody knows which channels work. Tag every new patient by source, work out cost per new patient for each channel, strengthen the free channels first, and only spend on paid channels you can track. Then set a monthly target and review against it.
What good looks like
Your numbers, before and after
New patients
Illustrative sample, not a real person or result.
6 steps
Do it yourself: step by step
0 of 6 done
Add a required source field in your practice system and ask every new patient how they found you. Use a fixed list: GP, consultant, insurer, Google search, Google Business Profile, directory, social, word of mouth, returning.
- Time
- 1 hour to set up
- Typical cost
- Free
- Who does it
- Practice manager
Done when: Every new patient this month has a source
This problem is Solvable.
Copy this table
New patient source and cost per acquisition tracker
Free to copy, adapt and use. No sign-up.
New patient source and cost tracker
Clinic: [name] Quarter: [ ] Prepared by: [name]
| Channel | Spend this quarter £ | Staff time £ | Enquiries | New patients | Conversion % | Cost per new patient £ | Average patient value £ | Keep / Grow / Cut |
|---|---|---|---|---|---|---|---|---|
| GP referrals | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Consultant referrals | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Insurer referrals | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Google Business Profile | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Organic search (website) | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Paid search | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Directories and review sites | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Social media | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Word of mouth and returning | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
| Total | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |
Monthly target
| Month | Target new patients | Actual | Difference | Main reason |
|---|---|---|---|---|
| [ ] | [ ] | [ ] | [ ] | [ ] |
Rules
- A channel with no tracked bookings after [8] weeks is paused.
- Cost per new patient should stay below [25]% of average patient value.
- Budget moves to the channels with the lowest cost per new patient that still have room to grow.
Avoid these
Common mistakes
- Asking patients how they heard about you but never recording it.
- Judging paid ads on clicks rather than booked patients.
- Spending on ads while the Google Business Profile is half complete.
- Stopping GP contact once referrals start, then wondering why they fade.
- One-off campaigns instead of a steady monthly plan.
Free personal check
Done by Paul Robinson, not software
Send me your calculator numbers and I'll show you which channels are worth your money
What I need from you
- Your calculator inputs
- Your monthly marketing spend by channel, roughly
What you get
- Cost per new patient by channel, sense-checked
- The three channels to grow, hold or cut
- What to track from next month
Within 2 working days
No sign-in, no sales call. I read every request myself and reply on WhatsApp.
Free tools
Check where you stand
Benchmarks
Under 25 percent of patient value
A practical ceiling for cost per new patient in a private clinic, so acquisition does not consume the margin on the first episode of care
Solvable estimate
Paul Robinson
14 years in UK private healthcare
I solve this one for clinic and hospital teams
Want a hand? I'll look at your situation and tell you the three things I'd tackle first.
A few quick questions, about two minutes. I read every one myself and usually reply the same day.
No sales call unless you ask for one. Just a straight answer from me.
I reply personally, usually the same day.
Questions
Frequently asked questions
What is a good cost per new patient?
It depends on your patient value. Keeping it under about a quarter of the value of a typical first episode of care is a sensible working target (Solvable estimate).
Should we stop paid advertising?
Not necessarily. Stop paid advertising you cannot track. Tracked campaigns with a dedicated landing page can be very efficient.
Why do numbers swing month to month?
Usually because one channel dominates, such as one referrer or one campaign. Spread across several steady channels.
How do we track phone enquiries from the website?
Use a call tracking number on the site, or ask every caller and record the answer in the source field.
Are directories worth paying for?
Some are. Track bookings from each, and keep only those that pay for themselves.
Last reviewed:
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