Shared glossary
Indicators are defined so they mean one thing, and approved.
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Our Measurement and Reporting System
Our measurement system starts with a glossary rather than a dashboard. Enquiry, qualified enquiry, conversation and appointment are written so they mean one thing across the institution. A report is prepared to support a decision, not to look good.
Most reporting meetings are spent debating whether the numbers are right. The cause is not the tooling but the absence of definitions.
Glossary first, dashboard second
If the advertising dashboard, web analytics and the patient-relations spreadsheet show different numbers for the same period, the problem is definitional rather than technical. The moment counted as an "enquiry" can differ across three systems.
Once the glossary is written, dashboard construction becomes a technical task and the argument ends. The glossary is written with the institution and approved by management.
Reports that trigger decisions
For each indicator we write in advance which threshold triggers which decision. When first-response time exceeds the agreed threshold, that is not an observation but an action trigger.
This stops the report from being read and set aside, and shortens the meeting.
Reporting rhythm
- Weekly: operations summary — enquiries, response time, bottleneck
- Monthly: management report — channel, market and cost breakdown
- Quarterly: review — system reading and a period decision
- Annually: strategy refresh and target review
Weak periods are explained in the same detail
A period falling short of target is normal. What is not normal is that being invisible in the report or unexplained.
We write the reason for a decline plainly — seasonality, capacity, competition, a regulatory change or our own mistake. Over time that is the only sustainable ground for trust.
Decision threshold
Which value triggers which action is written in advance.
Honest reporting
A period below target is explained in the same detail as a strong one.
Working sequence
How we move, step by step
- 01Glossary work
Indicators and definitions written and approved with the institution.
- 02Source alignment
Each system verified as producing to the same definition.
- 03Dashboard setup
Separate views prepared for management and operations.
- 04Threshold definition
Decision-triggering values and their actions written.
- 05Rhythm
Weekly, monthly and quarterly review calendar established.
Frequently asked questions
What institutions ask most about this
Which indicators are tracked?
Enquiry count and channel split, qualified-enquiry rate, first-response time, stage transition rates, loss reasons and cost per qualified enquiry.
Who reads the report?
Management, the marketing lead and the international patient unit. We prepare three levels of detail for those three audiences.
Do we have to share revenue data?
Not required. Without it, measurement stops at qualified-enquiry level: directional but with no return-on-investment figure.
Does patient information appear in reports?
No. Measurement is aggregated and anonymous; no personal data sits in the marketing dashboard.
Can we change the definitions?
Yes, but the change is dated and comparisons with earlier periods take that date into account.
Is reporting charged separately?
Measurement setup and periodic reporting are defined as a standard part of the engagement scope.
Next step
End the argument about the numbers
Share your current reports and we will write the shared glossary together.