Tools & Checklists · Free calculator
Enquiry-to-appointment funnel calculator
Track each channel from enquiry to arrival, see where patients leak and what fixing one step is worth.
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Why it exists
The problem it solves
Every channel report tells you how many enquiries you bought. Very few tell you how many of those people were contacted in time, booked, and actually walked into the OPD. The losses between those steps are where most hospital marketing budgets quietly disappear, and they are rarely a marketing problem.
This workbook tracks the funnel by channel, month by month: enquiries, contactable, contacted within your target time, booked, and honoured. It shows conversion and leakage at each step, cost per booked and per honoured appointment, and a simple scenario that answers the useful question — if we fixed just one step, what would it be worth?
Inside
What you get
- A monthly input grid by channel for enquiries, contactable, contacted within target time, booked and honoured
- Step-by-step conversion and leakage counts for every channel
- Cost per enquiry, per booked appointment and per honoured appointment using your own spend
- A “what if we fixed one step” scenario that recalculates outcomes when one conversion rate improves
- A summary view that ranks channels by cost per honoured appointment, not cost per lead
- An instructions sheet with definitions for each stage
Audience
Who it’s for
For marketing, digital and contact-centre leaders who want to see where enquiries are lost between the ad and the OPD.
Method
How to use it
- Agree the stage definitions first — especially what counts as contactable and what your target response time is.
- Enter a month of counts and spend per channel from your CRM, call logs and appointment system, replacing the examples.
- Read the leakage columns to find the step losing the most people, by channel.
- Use the scenario sheet to test one improvement at a time and see its effect on honoured appointments and cost.
- Repeat monthly and review the trend by unit and service line, not just in aggregate.
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Questions about this calculator
Enter your email in the form on this page and confirm it from the email I send you. Your welcome email then includes the download link for this calculator and for every other tool on the Tools & Checklists page. It is free.
It is the share of identified enquiries that become booked appointments, and then the share of those that are honoured — the patient actually arrives. It sits between marketing and the OPD, which is why it is often unowned. Improving it raises the return on every channel at once, because you get more patients from enquiries you have already paid for.
Because a booking that does not turn up has no value to the patient or the hospital, and some channels produce far more no-shows than others. Cost per honoured appointment exposes that. A channel that looks cheap on bookings can look expensive once you count arrivals, and the fix is usually confirmation and reminders, not more spend.
Set it from your own data and your service lines. Look at how conversion changes with the time taken to make first contact, split by hour of arrival and channel. For anxious families comparing hospitals, the first competent conversation often ends the search. Choose a target your contact centre can meet across all shifts, including evenings and weekends.
You pick one stage — for example contacted within target time — and enter an improved conversion rate for it. The sheet holds every other step constant and recalculates booked and honoured appointments and cost per honoured appointment. It stops the argument about which fix matters most and shows the value of each in the same currency.