The easiest way to fine-tune practice processes is to compartmentalize the patient journey into stages, then define the key elements within each one that propel a patient toward a buying decision. In marketing terms, this is your funnel.

Like any funnel, it's wider at the beginning and narrower at the end. You will have more patients starting a journey with your practice than completing it — not everyone will be a fit, or even a candidate for their desired outcome. The key is to focus on those who are a match, build a strong relationship, and turn them into patient advocates.

Think of your funnel as a dating game — Hello, coffee, exclusivity, marriage, kids. There's a potential exit at every stage, and understanding the key drivers at each one is what lets you navigate the whole journey successfully.

Patients move through a similar progression when interacting with your practice. You need a consistent, strategic plan of communication at each stage — one that matches where the patient actually is in their relationship with you. What's appropriate at the "Marriage" stage is probably not appropriate at "Hello."

There are seven primary stages in the Patient Progression Lifecycle: Discovery, Initiation, Action, Strategy, Commitment, Implementation, and Community. This article focuses on the first — Discovery.

Stage 1: Discovery

This is the point where a patient first becomes aware of your existence — through a Google search, word of mouth, social media, review sites, or paid advertising. The goal here is simple: attract attention, promote your services, and separate yourself from every other provider the patient is researching. You want your practice showing up wherever patients are already congregating.

A few ways to do that:

  • Claim and optimize your Google Business Profile listing
  • Build your email list by offering access to a weekly blog
  • Post relevant, helpful information consistently on LinkedIn and other platforms
  • Run a time-limited offer for patients who call and book within a set window
  • Text patients who've opted in about limited-time offers — texts get faster, higher response rates than calls or email
  • Partner with a trusted review-management company to build online social proof
  • Host live webinars or video Q&As with a physician or staff member
  • Use live video for behind-the-scenes content, new-injectable education, or a tour of the retail area (no patients on camera — HIPAA applies)

These are just a few ways to establish your practice as an industry leader, drive organic traffic, and engage your community — before the patient has even picked up the phone.

To your success!