Conversion Rate of Web-based Versus Non-web-based Patient Referral Sources in a Facial Plastic Surgery Practice

Abstract

Purpose: To compare the conversion rate (number of procedures/referrals) of web-based and non-web-based referrals to a facial plastic surgery practice (2012–2019). Method: Data on demographics, referral source, patient’s concern, and their facial procedures were recorded. Web-based referral sources include website and Instagram. Non-web-based counterparts were the word-of-mouth, medical professionals, and others (TV, radio, printed media). Patient concerns were either cosmetic or noncosmetic (functional). Patients who underwent facial cosmetic surgery and injections (botulinum toxin A, filler, fat) were categorized in the cosmetic procedure group. Patients with functional procedures with or without facial injections were categorized in the noncosmetic procedure group. The conversion rate was defined as the ratio of the number of referrals with different facial procedures to the total number of referrals. Results: Included were 19,965 patients, majority of whom (63.3%) had cosmetic concern. Total, cosmetic, and noncosmetic conversion rates were 30.1%, 27.7%, and 2.4% for the web-based and 24.1%, 19.8%, and 4.3% for the non-web-based referrals, respectively (0.3 < p < 0.4). Cosmetic conversion rate grew from 6.7% in referrals ≤20 to more than 23% in >20 years of age (p = 0.03). It was also significantly (p < 0.001) higher in the referrals with cosmetic (28.3%) than noncosmetic (12.1%) concern. Gender and year of practice did not have a significant effect on the conversion rates. Conclusion: Conversion rates were not significantly different between the web-based and non-web-based referrals. A significantly higher cosmetic conversion rate was observed for the referrals with cosmetic concern and older than 20 years.

Impact of COVID-19 on the patient referral pattern and conversion rate in the university versus private facial plastic surgery centers

“…Our private center referral pattern showed an insignificant rise in the number of referrals through the web-based rather than non-web-based sources during the pandemic (Table 1 ). We have previously shown that the web-based referral sources were on the rise before the pandemic [ 2 ], even though this trend did not result in a significant increase in the conversion rate [ 1 ].…”

“…Two important steps towards the success of any business including plastic surgery practice are increasing the number of potential customers (referred patients) through different referral sources (patients, medical professionals, TV, radio, printed media, and web-based media) and convincing the potential customers (referrals) to funding the procedure privately (undergoing plastic procedures) [ 1 , 2 ]. Conversion rate is a ratio of the number of private patients (patients undergoing procedures) to the number of potential customers (referrals) [ 1 ]. Most of the patients with non-cosmetic demands are referred to the university-based facial plastic surgery center due to the insurance coverage and consequently a lower cost [ 1 , 2 ].…”

“…Conversion rate is a ratio of the number of private patients (patients undergoing procedures) to the number of potential customers (referrals) [ 1 ]. Most of the patients with non-cosmetic demands are referred to the university-based facial plastic surgery center due to the insurance coverage and consequently a lower cost [ 1 , 2 ]. However, since insurance companies do not cover the cosmetic costs, most of the cosmetic patients are referred to the private center [ 1 , 2 ].…”

Web-Based Patient Referral System Design from Clinic to Hospital Using Object Oriented Programming System

“…Based on the above activities, it is necessary to design data structures and class diagrams on the system. Figure 5 Below is a class diagram design consisting of various classes, including user data, patient data, doctoral data, diagnostic data, and patient reference data [20], [24].…”