The Three Numbers Every Aesthetic Practice Should Track After a Virtual Event

Most practices look at one number after a virtual event. Attendance. How many people showed up. It is the least useful of the three numbers you should actually be tracking.

Attendance tells you whether the topic was interesting. It does not tell you whether the campaign worked. Here are the three that do.

Number one. Registration rate

How many people on the patient list registered for the event. This is the cleanest read on whether the announcement, the giveaway, and the offer landed. If registration is soft, the issue is upstream of the room. The giveaway is not compelling, the deadline is not clear, or the announcement timing was off. Registration rate is the early warning system.

Number two. Post event consult rate

Of the registrants and attendees, how many booked a consult in the seven days after the event. This number tells you whether the special, the follow up rhythm, and the front desk are working together. If registration was strong but consults are thin, the leak is in the 48 hours after the event. That is almost always speed of outreach and clarity of the offer in the follow up.

Number three. Thirty day treatment rate

Of the consults booked, how many actually completed a treatment within 30 days of the event. This is the number that pays the bills. It also tells you whether the consult experience is converting at the rate the campaign earned. If consults are landing but treatments are not, the diagnosis is in the consult room, not in the marketing.

Attendance is the headline. Registration, consults, and treatments are the campaign.

How AIG uses these three to improve the next event

After every event, we look at the three numbers together. If registration is high but consults are low, we tighten the post event rhythm and adjust the front desk briefing. If consults are high but treatments are thin, we coach the practice on the consult experience and the offer language at close. If registration itself is soft, we rebuild the announcement and the giveaway for the next event. Every number points to a specific fix.

Most practices never get past attendance, which is why the next event looks like the last one.

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THE NEXT STEP

Want help reading your three numbers and tightening the next event? Schedule a discovery call with Randy at bookwithrandy.com.

Our booked clients receive the full Get Booked | Stay Booked™ library, including the post event playbooks and the spreadsheet method.