If you’re like most medical practices you’ve invested some money into internet marketing of some sort, whether it be search engine optimization, Facebook advertising, email marketing, or social media marketing, to name a few. The key word here is “invested.” In other words, you expect a return on that investment. The problem is that many doctors don’t properly track their marketing investments, so they have no way of judging its effectiveness.
In order to gauge the effectiveness of your marketing campaigns you need to first look at each individual investment. What is the goal of that investment? Most of the time the goal will be to generate more consultations, but there are intermediary goals that should also be analyzed, such as search engine rankings, website traffic and Facebook Fans.
In order to track these intermediary goals you need to have basic analytics data. You can easily see if your traffic is increasing, your Google rankings are going up, your emails are getting clicks and Facebook Fans increasing. So what’s next? You need to monetize these improvements…
In order to monetize your investment you need to generate leads, or conversions. These are people interested in learning more about a particular service, and they’re asking a question, requesting a consultation or looking to schedule an appointment.
So how do you track these leads? The easiest way to do this is with conversion tracking with Google Analytics. In order to set this up you need to place forms on your website that can easily be filled out, and once submitted, patients are re-directed to a “thank you” page. This thank you page is tracked by Google Analytics and is counted as a conversion.
You can even dig deeper and see how this “lead” found you. Was it a Google search, a Bing search, a referral from another site or did they type in your website url directly into their browser?
You’ll also want to track phone calls to see how the patients who phoned in found the practice. Once you’ve collected all the conversions then you need to see how many of them led to consultations and how many of them led to new patients.
Analyzing your conversions can be challenging, and requires a little digging, but before you can do that you need to be able to easily track conversions. If you cannot do that then you won’t be able to effectively analyze your marketing investments.
To learn more about conversion tracking, or generating more leads and consultations for your practice, talk to TRBO ADvance today, or call us at 877-673-7096 x2.
