How Common Factor Analysis Helped Us Increase Our TC Conversion Rate by 30% in 2024
At the end of every year, we take a deep dive into our systems with an After Action Review (AAR). For those unfamiliar, an AAR is a systematic process where we analyze what went well, what didn’t, and where we can improve. In late 2023, we decided to focus on our New Patient Process, specifically targeting our TC (Treatment Coordinator) conversion rate. By applying a concept called Common Factor Analysis, which I first came across from Alex Hormozi, we were able to uncover a critical insight that led to a 30% improvement in TC conversion rate this year.
What is Common Factor Analysis?
Common Factor Analysis is the process of identifying patterns, behaviors, or conditions that consistently lead to a desired result. In essence, you’re looking for the “common factors” among successful outcomes to replicate and scale those results. This tool is powerful because it forces you to look beyond intuition and focus on data-backed observations.
In our case, we applied this principle to pinpoint why some patients were converting to treatment at a higher rate than others. The answer lay upstream from the TC room—at the very first point of contact.
First Impressions Matter
As we analyzed our New Patient Process during our AAR, we asked: What are the common factors that lead to a patient saying “yes” to treatment? We started by looking at the first contact with a potential new patient—whether it was through a text, email, phone call, or online appointment request.
First impressions matter. The tone, tenor, and timing of a response are critical first steps in the patient conversion process. The right response creates trust, sets expectations, and starts building value for the patient immediately.
Here’s where things got interesting. Up until that point, we had all new patient inquiries fielded by our scheduling coordinators. The first available team member would respond—a system we had trained for and trusted.
But during our analysis, we noticed a trend: when one specific scheduling coordinator handled first contact, our TC conversion rate was consistently higher than when anyone else handled it.
From Insight to Action
Curious about this anomaly, we pulled that scheduling coordinator aside to ask: What are you doing differently?
We discovered that she had a natural talent for new patient contact. Her ability to connect, communicate, and pre-frame the New Patient Experience (NPE) was unmatched. This wasn’t something we had consciously built into the system; it was an individual strength that had been driving outsized results.
Armed with this insight, we made a significant change:
We created a new role: New Patient Coordinator (NPC).
This coordinator now fields all first contact regardless of origin (call, text, email, etc.).
She also manages our lead management software and all follow-ups.
By removing her from the front desk, we allowed her to focus 100% on nurturing new patient leads and converting them into scheduled exams.
The Power of Specialization
This division of labor allowed for a level of specialization we hadn’t previously considered. Rather than asking all scheduling coordinators to split their time between routine tasks and new patient calls, we created a role dedicated entirely to one mission: making the best first impression and setting the stage for conversion.
We also developed a loose pre-framing script that our NPC now uses. This script accomplishes three key things:
Description of the Visit – The NPC explains what the patient or parent can expect during their New Patient Exam.
Fee Expectations – Transparency is key; we provide upfront clarity about potential fees and payment options.
Emphasis on Same Day Starts (SDS) – We highlight the ability to start treatment the same day, ensuring the patient understands the convenience and efficiency of our process.
The pre-frame reduces surprises, filters out unqualified leads, and ensures that every new patient slot is filled with someone serious about starting treatment.
Results That Speak for Themselves
The results have been nothing short of remarkable. Since implementing this change:
Our TC conversion rate has increased by 30%.
The NPC’s focused attention has elevated the quality of our first contact with new patients.
Our team has more clarity and alignment around roles and responsibilities.
This small but powerful tweak—rooted in Common Factor Analysis—demonstrates the importance of recognizing strengths, optimizing systems, and focusing on the details that drive success.
Final Thoughts
If you haven’t already, consider running your own After Action Review at the end of the year. Use tools like Common Factor Analysis to uncover patterns of success in your practice. Sometimes, the answers are upstream, in the small details of your processes.
For us, creating the New Patient Coordinator role was a game changer. If you’re looking to boost conversions and deliver exceptional value to your patients, start with first contact. First impressions truly set the tone for everything that follows.
We hope this helps you on your journey to evolving your practice!
