Hello, and welcome Online Marketing For Doctors TV and Podcast show the place to be to grow and scale your practice.
I’m your host, Huyen Truong, a strategic marketing consultant to medical clinics, to get them more patients and more profits. Now, today’s episode is called “How to Measure the Effectiveness of a Digital Marketing Campaign for a Medical & Healthcare Practice”
On this week’s OMD TV and Podcast show, we talk about the important key performance indexes or KPIs you need to know so you have a peace of mind knowing you’re running an effective digital marketing campaign.
Because as they say, “What’s measured improves” and that says it all.
Marketing and sales are also critical components of the business, as they are not just necessary to sustain and grow the business, marketing and sales is the reason why you stay in the business. Typically, the budget allocated for marketing and sales ranges from 5% to 15% of the projected revenue. However, if you’re aiming for significant growth, you may need to allocate a higher percentage towards the higher end of this spectrum.
In the last podcast episodes number #98 and #106 which I’ll leave the links to those episodes in the show note, I talked about “What Numbers You Must Know In Practice’s Marketing?” and “4 Numbers You Need to Know For a Successful Practice” which include more details about the number in business and marketing management that you need to know from the owner or manager’s point of view.
Measuring the effectiveness of a digital marketing campaign is crucial for understanding its impact and making informed decisions. Here’s a step-by-step guide to help you measure the effectiveness of your digital marketing efforts:
1. Set Clear Objectives:
Define specific, measurable, achievable, relevant goals for your campaign. Whether it’s increasing website traffic, generating leads, boosting sales, or enhancing brand awareness, having clear objectives is the first step.
2. Use Web Analytics: to measure
- Website Traffic: Monitor the number of visitors, unique visitors, and pageviews on your website. Tools like Google Analytics can provide detailed insights. You should look at the number to see there is any growth compared to the same time last month and the same time last year with your digital campaign, whatever channels you promote either through SEO, Google ads or social media ads, they should generate more website visitors and more enquiries for your website.
- Conversion Rate: Track the percentage of visitors who take the desired action, such as making a purchase or filling out a booking form. Its crucially important to set up the conversion tracking through Google Analytics, that’s why as part of our medical web design services, we set up all the Google accounts for you including Google analytics with conversion trackings so you can see how your new website performs better than the previous version and also help track your digital marketing campaign.
- Bounce Rate: Measure the percentage of visitors who leave your site without interacting. A high bounce rate might indicate issues with your web pages, either the website does not provide the content that users are looking for or your website is not mobile friendly and loads too slowly or the content is too slim or shallow that visitors don’t find them valuable. An impactful medical website goes beyond mere visual appeal. While captivating images and videos are enticing, the true essence lies in the content – the message you convey and the words you choose.
3. Social Media Metrics:
- Engagement: Monitor likes, shares, comments, and retweets. Engaged users are more likely to convert.
- Reach: Measure how many users see your posts. It indicates the size of your potential audience.
- Click-Through Rate (CTR): For social media ads, track the percentage of people who clicked on your ad and view your web page after seeing it
4. Email Marketing Metrics:
- Open Rate: Measure how many recipients opened your email. A compelling subject line can boost this rate.
- Click-Through Rate: Track how many people clicked on the links within your email. It shows the effectiveness of your content.
- Conversion Rate : Measure the percentage of email recipients who completed the desired action after clicking on a link, again this can be all tracked via Google analytics if you send users to web page then we can track the performance of any particular email marketing campaign.
5. Search Engine Optimization (SEO) Metrics:
- Keyword Rankings: Monitor your website’s rankings for specific keywords on search engines.
- Organic Traffic: Track the number of visitors who come to your site through organic (unpaid) search results.
- Backlinks: Measure the number and quality of websites linking to your site. High-quality backlinks can improve your SEO.
Those are basic metrics, but more importantly you need to see more conversions as the results of the medical SEO campaign that you have, have you got more bookings from organic search channel?, this again can be tracked via Google analytics.
6. Pay-Per-Click (PPC) Metrics:
If you run Google or Bing advertising yourself or have a medical marketing agency do this for you, it is important to understand the key performance metrics so you can measure the results effectively.
- Click-Through Rate (CTR): Track the percentage of people who clicked on your ad after seeing it.
- Cost Per Click (CPC): Measure how much you pay for each click on your ad.
- Conversion Rate: Monitor the percentage of users who completed the desired action after clicking on your ad.
- Cost Per Conversion (or Cost Per Acquisition – CPA) this is the most important metric in measuring your PPC campaign or any digital marketing campaign. What is the cost of generating a conversion (or a booking) from the campaign that you have now? Are you comfortable with the current CPA or is it too high after adding all the marketing related costs on top to generate a new patient or client?
You can compare it with other marketing channels to see how it is and get a good range of the CPA that you would be willing to pay in order to generate a lead for your clinic.
7. Patient Feedback and Surveys:
- Patient Surveys: Collect feedback directly from your patients to understand their satisfaction and preferences.
- Online Reviews: Monitor online reviews on platforms like Google My Business and Yelp and social media. Positive reviews can boost your reputation.
8. Return on Investment (ROI):
Calculate the revenue generated from your digital marketing efforts compared to the costs incurred. ROI provides a clear picture of your campaign’s profitability.
Some of you while listening to this part may ask, how can I measure the ROI? Well you need to track where all the bookings or sales come from? From what channels? And what is the cost of acquisition to get a new patient or client from each channel.
The best solution is to have a CRM which is a customer relationship management software, this is a crucial tool to run a business, all the patient or client database for marketing campaign will be stored in the CRM which can be used to send out regular communications such as newsletter, sms, happy birthday wishes to your patients. A CRM for medical clinics can centralise all the conversations from other platforms such as Facebook, Instagram, Google My Business listings…in one place, so you don’t have to login different platforms. You can also send a review request to your database to generate more positive reviews for your clinic…
With the CRM, you can track where the enquiries and booking are coming from, what channels, is it via Google ads, or SEO or social media campaign or an ebook that you published as the lead magnet on your website.
You can have a full picture of your sales pipeline, what channel has been the one that generates the most revenue for your clinic and then it would be easier for you to make marketing decision so much easier.
There are so many CRM options, we would recommend Hubspot if you have financial resources, this software comes at cost but it will help you scale later.
Another CRM that we recommend for most of the clinics because of its robust nature and affordability, which is Go High Level, you can learn more about this CRM in the link below, we have helped a lot of our clients set up and track the results more efficiently, it is only $99 US dollars per month but it will be totally worth it.
9. A/B Testing:
Test different elements of your campaign, such as ad copy, images, or landing pages. A/B testing helps identify what resonates best with your audience and improves your conversion rates.
10. Regular Monitoring and Adjustments:
Digital marketing is dynamic. Regularly monitor your metrics, identify trends, and be ready to make adjustments. What worked yesterday might not work tomorrow.
By analysing these metrics and making data-driven decisions, you can continually refine your digital marketing strategies for optimal effectiveness.
Ok that wraps it up for now this episode on How to Measure the Effectiveness of Medical Digital Marketing Campaign.
If this was helpful to you, please subscribe and review OMD TV and Podcast Show so you don’t miss future episodes. And share this with your staff and colleagues
And, again, if you want to talk, please leave me a message at our website or email me at [email protected]
If you want to learn more about Online Marketing For Doctors offers and how our team can help you generate more new patients and referring doctors, please reach out to us and book your 15 min discovery call with us and we’ll show you the current problems and opportunities that you might have with your practice marketing.
Thanks so much and hope to talk to you in our discovery call soon. 🥳
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