Using Forward Booking To Grow Revenue

By building a custom dashboard to track forward-booking behavior, Keith helped drive a 27% increase in weekly bookings and created a no-cost strategy to grow patient retention.
KEY RESULT
+27%
increase in weekly bookings over 3 months
Challenge
Teams were not consistently forward booking, and the practice management system lacked a way to track it.
Solution
Keith created a dashboard to track and share performance, sparking competition and improving booking behavior.
Company
Dental - Not Disclosed
Industry
Healthcare
Services
Interim CMO, KPI Dashboard Development, Operational Strategy, Retention and Booking Strategy

While serving as interim CMO at a healthcare portfolio company, Keith identified a gap in how local teams handled forward booking—the practice of scheduling a patient’s next visit before they leave their current one. This is a common and effective strategy in dentistry and primary care, but in this case, the teams were hesitant to bring it up. Making matters more difficult, the practice management system in use had no way to track this behavior.

What was done:

  • Created a simple metric called GRO (Growth and Retention Opportunities) to measure forward bookings
  • Built a dashboard to track GRO by location
  • Shared daily and weekly performance with local teams to create visibility and friendly competition
  • Made the metric part of weekly ops meetings and team incentives

What changed:

  • Teams gained a clear understanding of their performance
  • Behavior shifted as staff got more confident and proactive in asking patients to schedule follow-ups
  • No technology upgrades or external spend were required

Key outcomes:

  • Weekly bookings increased from 488 to 621 across 3 pilot locations
  • Forward booking improved from 1 in 10 patients to 7 in 10
  • All results were achieved during a 3-month period, even in the midst of COVID-19

By focusing on one well-defined metric and giving teams the tools to own it, Keith helped the organization turn missed opportunities into measurable growth.

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