Fix guide · Step 3: Tracking
How to track your aligner pipeline
Read this ifYou know last month's starts and not much else.
Once you see every stage, the weakest one is obvious, and it's usually not the one you'd have guessed.
By Moe, The Trend Up- How to use this guide
- 1Read the steps with the people who'll run them
- 2Copy the templates into your system
- 3Measure the number at the bottom next month
What this takes
You and whoever runs your marketing. One hour to set up the five rates. Measure every month from now on.
Track the full patient journey
Moe, The Trend Up
- The five rates
- Cost per booked, cost per win
- Where starts come from
The fix, step by step
Count leads
Every form, call and message about aligners. Your ad platform, website form and phone system all hold part of it.
Count consults booked and showed
From your schedule. Mark aligner consults so they're easy to pull.
Count treatment starts
From your practice software or Invisalign Doctor Site.
Put them in one sheet, monthly
Leads, booked, showed, started, with the rate between each stage next to its target.
Review for ten minutes a week
Find the stage furthest below target and fix that one first.
Templates you can use today
Email to your marketing company
Hi [name], starting this month, could you send me these numbers for aligners each month: leads, consults booked, cost per lead and cost per booked consult? I'll match them against our starts. Thanks!
Front-desk note
Every new aligner inquiry goes in the lead log the same day: date, name, source, and whether a consult was booked.
The five rates, and the target for each
| Rate | Target |
|---|---|
| Leads (the count, every month) | — |
| Reply rate: leads who answer | 50% |
| Booking rate: leads who book a consult | 20% |
| No-show rate: booked consults who don't show | 20% or less |
| Treatment-start rate: consults who start | 40% |
At these rates, 100 aligner leads become about 6 started cases. The cost side, cost per booked consult, cost per win, and which campaigns, ads and sources bring the starts, is in video 3.
How to measure it
If whoever runs your marketing can't give you leads and booked consults every month, nobody is tracking your pipeline.
What to fix next
Start with the step that's costing you cases.
Three short videos, one per step, in the order we fix them.