MAPTC: The 5 Standards of Growth for Clinics
At CMO Clinics, we believe that sustainable patient growth isn’t about chasing the newest marketing trend, it’s about mastering 5 timeless essentials.
We call it MAPTC: Measure. Audience. Positioning. Traffic. Convert.
When these are aligned, your clinic creates predictable, compounding growth.
When even one is out of sync, growth stalls — or worse, reverses.
Let’s dive in.
Definition:
- You must track the right data to understand where patients are coming from, what’s working, and where your growth bottlenecks are.
Questions to Ask:
Can I accurately track where each patient inquiry comes from?
Do I know which campaigns, ads, or strategies generate the best ROI?
Are we reviewing marketing metrics consistently — not just impressions or clicks, but true patient actions?
KPI Examples:
Patient inquiry source attribution
Campaign-specific Cost Per Inquiry (CPI)
Website goal completions (appointments booked, forms submitted)
How to Tell You’re Out of Alignment:
- You’re guessing which marketing efforts are working.
- Budget decisions are made emotionally, not based on evidence.
- You can’t confidently report how many patients came from each channel.
Definition:
- Success depends on reaching and resonating with the right people, not just anyone who happens to see your ads or website.
Questions to Ask:
Do we have clearly defined patient avatars based on needs, desires, and barriers?
Are we speaking directly to the real problems and goals of our ideal patients?
Are we targeting the right people — or just casting a wide, ineffective net?
KPI Examples:
Cost per qualified lead.
Lead-to-patient conversion rate.
Patient Lifetime Value (LTV) by audience segment.
How to Tell You’re Out of Alignment:
You’re getting leads, but they aren’t ideal patients (they no-show, don’t commit, or aren’t a fit).
Your content feels generic, not emotionally connected to your audience’s needs.
Ad targeting feels too broad or inconsistent.
Definition:
- Patients don’t always pick the “best” clinic — they pick the clinic that feels most trustworthy, credible, and aligned with their needs. Positioning is about standing out as the obvious choice.
Questions to ask:
Would a new patient visiting us feel trust within 5 seconds?
Do we clearly differentiate ourselves from other clinics offering similar services?
Does our website and content immediately communicate authority and expertise?
KPI example:
Website conversion rate (visitor → booked inquiry.)
Direct patient inquiries mentioning reputation, trust, or expertise.
Engagement rate on educational authority content (videos, blogs, case studies.)
How to Tell If Your Out of Alignment:
High website traffic but low inquiry rates.
Difficulty commanding premium pricing for your services.
Prospects are shopping around heavily instead of choosing you quickly.
Definition:
- You need a predictable stream of qualified visitors finding your clinic, not relying solely on word of mouth or referrals.
Questions to Ask:
Are we consistently generating enough top-of-funnel traffic to support our growth goals?
Are we scaling the traffic channels that are already working best?
Is our traffic source mix diversified (paid, organic, social, local)?
KPI Examples:
Monthly website sessions (organic, paid, referral)
% of visitors from qualified audiences
Cost per website visitor (by channel)
How to Tell Your NEW is Out of Alignment:
Traffic volumes are inconsistent month-to-month.
Heavy dependency on one or two sources (e.g., only referrals, only Facebook).
Paid ads are driving traffic but not the right visitors (low time-on-site, high bounce rate).
Definition:
- Getting traffic isn’t enough, it must turn into patient inquiries and booked consultations with irresistible offers and a frictionless experience.
Questions to Ask:
Are we offering clear, easy next steps for patients to book with us?
Are we continually testing and improving our conversion funnels?
Are our offers aligned with the real desires of our audience (not just what we want to sell)?
KPI Examples:
Website inquiry conversion rate (visitor → form fill or call)
Landing page conversion rates
Cost per booked appointment
How to Tell Your WHO is Out of Alignment:
Website visitors aren’t taking action.
Your offers aren’t generating excitement or urgency.
There’s a significant drop-off between interest (traffic) and action (inquiries).
Ready to Solve Your #1 Marketing Constraint?
Ready to turn your marketing into a winning machine? Let’s map out your buyer’s journey and fine-tune your strategy. Book your free discovery call today and start seeing real results.