DTC Acquisition Funnel
The Funnel Is Everything
Every patient outcome begins with how well you get people in the door. From first contact through scheduling, consultation, and treatment — each conversion step compounds. A 5% improvement at every stage doubles your treated patient volume. Script every touchpoint.
Total Y1 Procedures
791
Avg Monthly Procedures
65.9
Peak Month
86
procedures
Months at Capacity
5 / 12
Lead Source Mixv12 · seeded
Composite contact rate (active scenario): 53.0%→ effective procs/patient: 3.08
A single contact rate hides what actually drives revenue. Composite = Σ (volume share × per-source contact rate). Shifting volume from paid social → physician referral lifts the composite by 2–3 points and adds ~5–10% revenue.
| Source | Volume % | Contact Rate | Contribution | Note |
|---|---|---|---|---|
| Paid Search (Google) | 40.0% | 42.0% | 16.8% | High-intent CVI keywords. Contact rate driven by speed-to-lead (<5 min = 2–3× vs >1 hr). |
| Paid Social (Meta) | 22.0% | 35.0% | 7.7% | Symptom-aware cold audience. Requires retargeting + SMS nurture to lift contact. |
| Organic Web / SEO | 18.0% | 60.0% | 10.8% | Branded + CVI-symptom SEO; higher intent than paid social. Compounds with authority. |
| Physician Referral / Direct | 15.0% | 90.0% | 13.5% | PCPs, cardiology, wound care, repeat caller. Near-guaranteed contact; low CPL. |
| Repeat / Reactivation | 5.0% | 85.0% | 4.3% | 2nd-leg, prior self-pay, referrals of referrals. Requires active reactivation SMS/email. |
| Composite | 100.0% | 53.0% | 53.0% | Σ across 5 sources — feeds funnel contact rate |
Pathway Economicsv12
Treatment Conversion (Shows → ≥1 procedure) is the gate; pathway completion drives revenue per patient.
Expected Pathway Procs
3.6
Bilateral CVI plan: 2 ablations + sclero per leg
Pathway Completion %
85.0%
Drops to 65% w/ weak counseling; 95% w/ active rebook
Effective Procs / Patient
3.08
= Expected × Completion. Drives revenue/patient.
Monthly Funnel — Leads → Procedures
Capacity Utilization
Excess Demand (unmet procedures)
Monthly Funnel Detail
| Month | Mktg Spend | Leads | Contacts | Booked | Shows | Treated | Procs | Utilization |
|---|---|---|---|---|---|---|---|---|
| Oct | $3,500 | 58 | 31 | 19 | 15 | 10 | 31 | 36.0% |
| Nov | $4,000 | 67 | 36 | 22 | 17 | 11 | 34 | 39.5% |
| Dec | $4,500 | 75 | 40 | 24 | 19 | 12 | 37 | 43.0% |
| Jan | $5,500 | 92 | 49 | 29 | 23 | 15 | 46 | 53.5% |
| Feb | $7,000 | 117 | 62 | 37 | 29 | 19 | 59 | 68.6% |
| Mar | $8,500 | 142 | 75 | 45 | 35 | 23 | 71 | 82.6% |
| Apr | $10,000 | 167 | 89 | 53 | 41 | 27 | 83 | 96.5% |
| May | $12,000 | 200 | 106 | 64 | 50 | 33 | 86 | 100.0% |
| Jun | $14,000 | 233 | 124 | 74 | 58 | 38 | 86 | 100.0% |
| Jul | $22,000 | 367 | 195 | 117 | 91 | 59 | 86 | 100.0% |
| Aug | $24,000 | 400 | 212 | 127 | 99 | 64 | 86 | 100.0% |
| Sep | $26,000 | 433 | 230 | 138 | 108 | 70 | 86 | 100.0% |
| Total | $141,000 | 2,351 | 1,249 | 749 | 585 | 381 | 791 | 76.6% |