How to Track the Results of your Medical Practice Marketing
Tracking the results of your medical practice marketing is necessary to enable you to maximize both your patient acquisition successes and the value of your marketing spend. By keeping a close watch on the performance of your various campaigns, you’ll know what needs to be changed. Of course, if your marketing is handled by a professional consultant you’ll receive regular, comprehensive reports; if not, you’ll need to create them yourself. Even if you do receive reports from an outside source, it’s useful to track the changes yourself on a month-by-month and year-on-year basis.
Build a Matrix
Create a medical practice marketing matrix using a spreadsheet format. List all the categories and channels you use, such as online marketing, social media advertising and search engine marketing, as well as traditional channels such as brochure distribution and even radio interviews. Add the time periods you want to track; these could be daily, weekly, monthly or per campaign. Allocate start and end dates and make sure the activities you track conform to the time frames, or you won’t be comparing common criteria.
Use as many of the tools provided by the various platforms as possible. Everything you do online, for example, can be tracked using Google’s free Analytics program. This delivers stats on:
- Website traffic
- The country locations from which visitors to your site come
- information on how they are referred to your site, such as through google or facebook, and
- The length of time they spend on the site and on each page they visit.
If you advertise using Google AdWords or Twitter’s Promoted Accounts options, the various built-in site stats tell you how many people saw your ad, how many clicks it generated and what the final cost was per conversion.
That’s all very well for online marketing, but what about the offline efforts? To measure traditional medical practice marketing, you need to use time-tested methods such as patient surveys, polling options that you can set up on your telephone system, and good old feedback obtained by your front office staff when patients arrive for their appointments. Ask every new patient who joins your practice where they heard of you, and record their responses in a format and location where they are easy to access.
Analyze the Data
No matter how much information you have, it’s only of value if you use it. Input all the medical practice marketing data you obtain from the various sources in a comparable format. A detailed tracking document can reveal a variety of important information, such as:
- The consistency of your activities: how often your campaign runs, how many of the available channels you’ve used, which ones are under-utilized.
- The results: which of your campaigns performs the best, how many current and prospective patients each campaign reaches and how often.
- The cost vs. value: how much each channel costs you versus the value of the patient acquisition it generates.
In addition, this type of tracking and analysis gives you extra financial control, because it summarizes your average medical practice marketing costs per person for patient acquisition and retention.
Of course, the most important reason for tracking is to measure the success of your efforts against your medical practice marketing goals and objectives. At the end of a specific period, you’ll know what results were delivered by traditional marketing versus new media, what the overall cost was compared with the value you’ve realized from the new patients acquired and the cost per patient or channel.
Putting together a medical practice marketing program of this magnitude isn’t for the faint-hearted, however; if your time is better spent caring for your patients, find a marketing consultant with experience in the healthcare field who can do it for you.