- During the 3rd quarter, there was a severe decline in doctor referrals which was the primary source of new patients in previous quarters. This is suspected to be due to a lack of follow up on incoming referrals. - Internet referrals remained steady, highlighting the importance of internet marketing. Family/friend referrals increased and became the primary referral source. This underscores the importance of patient care and customer service. - The report analyzes referral sources and trends, identifies key referring doctors, and makes recommendations to boost internet marketing, pursue referrals from top doctors, and focus on customer service.

1. Redacted & Redacted
3rd Quarter New Patient Report
Prepared by: Adan Hassan
Department of Marketing
October 10, 2013
(This is an edited and limited version of the original report, and therefore
there are missing pages and the provided pages are not necessarily in
order)

2. [Redacted] Analysis
• During the third quarter, we experienced a severe decline in doctor referrals (usually our
number one source). It is suspected that this is due to the lack of consistent upkeep of
incoming referrals. During Q2, Adrian and the call center routinely checked for
incoming referrals—that has not happened in Q3.
o We experienced a 27% decline in patients who were referred by a doctor.
o 70% of that decline comes from Beavercreek and Main alone. In the instance that
this decline is actually caused by a lack routine upkeep on incoming doctor
referrals, this is specifically worrisome because these are the areas that can
benefit the most from establishing new referring doctors.
• The number of Internet referrals has stayed the same from Q2 to Q3, underscoring the
importance of the Internet. During a quarter where the overall number of new patients
have dipped, Internet referrals remained constant, which signifies it’s low level of
variance across seasons and changes in the practice (i.e., employee transitions).
• During the third quarter, the referral of family/friends (Patients) increased immensely,
and was our number one source of new patient referrals. This is a particularly hard
variable to explain; but what is apparent is that the most family friend referrals came
from our more established offices: Springfield, Vandalia, and Main. We should continue
our emphasis on patient care and customer service, because it something that our
patients appreciate.
Q2-­‐Q3
[Redacted]
Comparison
140
130
120
110
100
90
80
70
60
50
40
30
20
10
0
Q2
Q3

3. 200
190
180
170
160
150
140
130
120
110
100
[Redacted]
by
Year
&
Month
2012
2013
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
•
•
The
portion
of
the
graph
with
the
red
line
and
black
dots
represents
projection
for
Q4
2013.
So
far,
compared
to
last
year,
we
have
a
total
of
102
less
new
patients,
and
we
are
not
projected
to
recover
those
patients
in
the
fourth
quarter.
In
fact,
the
number
is
projected
to
increase
by
the
end
of
Q4.

4. [Redacted] Analysis
This
section
has
two
purposes:
•
•
•
•
•
Location
Beavercreek
Main
St.Elizabeth
Vandalia
Grad
Total
1. Outline
those
doctors
that
have
referred
to
us
in
the
third
quarter;
2. Highlight
new
potential
referring
doctors
As
expected,
the
bulk
of
doctors
referrals
comes
from
Springfield,
with
it
receiving
over
half
(52%)
of
all
doctor
referrals
in
the
third
quarter.
An
important
aspect
about
referring
doctors
is
the
number
of
patients
that
each
one
doctor
refers.
Although
the
mere
distribution
of
doctor
referrals
by
city
is
a
good
indication
of
how
our
network
of
referring
doctors
is
growing,
it
does
not
help
provide
a
good
depiction
of
what
areas
and
doctors
a
have
sizeable
pool
of
patients
that
could
benefit
from
our
care.
To
expand
the
network
of
referring
doctors
in
Beavercreek,
Main,
and
Vandalia,
the
first
place
to
look
is
whom
the
current
new
patients
are
reporting
as
their
Primary
Care
Physician
(PCP)
or
Family
Doctor,
and
how
exactly
they
are
being
referred.
What
we
are
specifically
looking
for
with
this
sort
of
analysis
are
those
Primary
Care
Physicians
who
are
listed
by
multiple
new
patients,
yet
were
referred
through
some
other
source/channel.
The
idea
behind
this
method
of
targeting
is
that
if
multiple
new
patients
are
listing
a
single
doctor
or
practice
as
their
PCP,
then
it
is
highly
likely
that
doctor
or
practice
is
caring
for
more
patients
with
similar
problems,
which
is
usually
a
result
of
older
age.
Since
these
doctors
are
not
directly
referring
to
our
practice,
but
new
patients
are
listing
them
as
their
Primary
Care
Physicians
,
we
will
call
these
doctors
Hidden
Referring
Doctors
(HRD
)
Below
is
a
chart
of
Hidden
Referring
Doctors
by
which
office
they
are
referring
to.
Family
Insurance
Doctor
Friend
Directory
Cynthia
Kallet
Catherine
Sargent
2
Polina
Sadikov
1
1
Finberg
2
C.S.
Kadakia
2
Ugo
Nwokoro
1
Interne
t
4
N/A
1
Phonebo
Other
ok
1
3
1
1
1
Grand
Total
4
3
2
2
4
Abdul
Butman
2
1
3
Pearlman
2
2
7
6
4
1
3
4
19

5. Recommendations
Amidst
the
changes
and
transitions
in
the
Administration
Office
over
the
past
couple
of
months,
the
recommendations
of
this
quarterly
report
have
been
adjusted
to
take
into
account
those
factors,
and
our
resources
at
the
time.
1. Internet
investment.
Continue
Internet
work
to
boost
Internet
referrals.
Over
the
past
three
months,
Internet
referrals
have
proven
to
be
a
stable
and
growing
source
of
new
patients.
Things
that
need
work:
2. Doctor
Referral.
Although
our
resources
are
currently
limited,
we
should
specifically
pursue
those
doctors
that
have
been
uncovered
by
the
HRD
model.
This
has
the
potential
to
be
a
low
cost,
high
reward
situation.
3. Focus
on
Customer
service.
Over
the
past
quarter
the
family/friend
(Patient)
source
has
increased
by
10%.
This
is
specifically
surprising
considering
the
shifts
that
have
occurred
during
this
quarter.
Nonetheless,
it
is
indicative
of
the
value
our
patients
place
on
our
customer
service.
It
is
imperative
that
we
do
not
let
our
transitions
in
the
fourth
quarter
water
down
the
quality
of
our
service—both
in
the
Call
Center
and
in
the
Clinics.
4. Focus
on
Target
Areas.
With
the
available
resources
that
we
have
for
the
fourth
quarter,
we
should
focus
our
efforts
on
those
geographic
areas
outlined
in
the
zip-­‐code
analysis.
These
areas
are
can
be
found
in
the
Appendix
section
(2.1-­‐2.6)