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Do you know the lifetime value of one patient in your practice?
Some patients see you one time and never return. Others see you a few times and may have one procedure performed. Still others see you multiple times over the lifetime of your practice and have multiple xrays, injections, labs, and procedures. So, you can estimate the percentage of each type of patient in your practice. Then, you can estimate the lifetime value of one new patient to your practice.
When you know the lifetime value of one new patient to your practice, you have a reference for what amount you can invest in order to acquire one new patient.