111: Scale Quickly By Tracking Your 4 Core Business Functions

Welcome to Episode 111 of the Super Clinic Project Podcast! In this episode, hosts Rory Morgan, Jennifer Gligoric, and Tracey Sundkvist break down the 4 core marketing functions that drive clinic success and introduce the "Theory of Constraints" to identify and address bottlenecks in your business. You'll also discover the most critical metric for clinic growth—LTV (Lifetime Value) divided by CAC (Client Acquisition Cost)—and how to use data to make impactful decisions. By the end of this episode, you’ll have the tools to optimize your clinic, serve your patients better, and achieve sustainable growth.

What You’ll Learn in This Episode:

• The 4 Core Marketing Functions: Lead Generation, Lead Conversion, Fulfillment, and Retention/Upsells/Referrals.
• How to apply the "Theory of Constraints" to identify bottlenecks in your business and focus on fixing the most critical issues first.
• The importance of tracking LTV (Lifetime Value) and CAC (Client Acquisition Cost) to understand your clinic’s unit economics.
• Why fear-driven decisions can hold you back and how to let data guide your strategy.
• The power of tracking lead sources, conversion rates, and patient retention to uncover real business problems.
• How to stay coachable, overcome ego, and embrace data-driven growth.

Key Insights & Highlights:

• LTV to CAC Ratio: Learn how to calculate and use this essential metric to evaluate your clinic’s profitability and efficiency.
• Medicare Patient Example: Understand how serving the wrong patient demographic can drain your time and resources, and how to shift toward higher-margin patients without fear.
• Advertising Leads vs. Organic Leads: Discover why paid advertising leads often convert better than referrals or walk-ins and what this means for your sales process.
• The Ego vs. Data Dilemma: Why being coachable and open to what the data tells you is critical for reaching your goals.

Actionable Takeaways:

1. Track Key Metrics: Start measuring LTV, CAC, and LTV-to-CAC ratios to understand your clinic’s financial health and growth potential.
2. Audit Your Lead Sources: Track and compare conversion rates across all lead sources—paid, organic, referrals, and events—to identify strengths and weaknesses.
3. Refine Your Sales Process: If advertising leads aren’t converting, evaluate and improve your sales process rather than dismissing them as "low quality."
4. Reassess Patient Demographics: Analyze the profitability of different patient groups and consider shifting your focus to higher-margin patients.
5. Stay Coachable: Be open to what the data reveals, even if it challenges your assumptions or current strategies.

Memorable Quotes:

• "Your business will only grow to the level of its constraints. Identify and address the bottlenecks holding you back." – Rory Morgan
• "LTV divided by CAC is the most important metric for understanding your clinic’s unit economics and profitability." – Rory Morgan
• "Don’t let fear drive your decisions. Let the numbers guide you to better outcomes for your patients and your business." – Jennifer Gligoric
• "If you’re not where you want to be, be open to the fact that you might be tracking the wrong things." – Tracey Sundkvist

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