Zoe-Lee Skelton

5 Metrics Healthcare Marketers Must Track

Healthcare marketing is in a state of flux. Social media and content referrals now drive more enquiries than traditional advertising channels such as TV and magazines.

How marketers use these channels to generate and track leads will mean the difference between successful and profitable marketing — or not being competitive enough in today’s changing landscape.

But with the way lead generation is changing, one thing remains the same; patients still prefer to use the telephone to book an appointment or discuss “a personal matter”.

Healthcare marketers need to remember that calls will still be where the majority of leads convert, so connecting the dots is crucial for marketing performance analysis.

Here are five metrics healthcare marketers need to track to get the best results from their marketing and budget.

1. The source of telephone leads

Although the web is essential for driving traffic, this is not necessarily where your audience convert. But if you don’t know which marketing sources are leading your prospects to call, how will you know where to target them?

Multiple touch points in the consumer journey are often bypassed by traditional web analytics software, so it’s important to know which marketing source actually generated the call. Otherwise, you’ll be crediting the wrong source with the lead and misapplying budget. Imagine this scenario:

You’re running a PPC (Pay Per Click) campaign and you’ve got an ad that gets several thousand impressions in the number one spot for what should be your best performing term – but, your click through rate is terrible, and those that do click through don’t fill in the contact form, or trigger a “goal” in your analytics software.

Organic conversions are steady, you’re ranking at number one so you assume you’re getting most of the available traffic.

So you turn the PPC ad off to save money…and suddenly, your leads have disappeared.”

Your activity and your reports suggest that you’re doing the right thing, but your telephone has stopped ringing. If you don’t have call tracking you wouldn’t be able to join the dots between the ad going offline, and the leads drying up.

Call tracking software monitors your campaigns and tracks the source of leads to identify precisely which marketing channels are producing leads – and more importantly, those that aren’t.

call tracking path

Take this one step further and you can pinpoint which area receives the best response rate. Monitor the keywords as well to ensure that you’re not paying over the odds for keywords that aren’t providing you with the best return.

2. Social media response rates

Social media is making cosmetic procedures, stories, reviews and other healthcare practices a lot more accessible. Therefore clinics and hospitals are benefitting from an increased audience base.

And with celebrity cosmetic stories continually trending on newsfeeds, these are becoming influential factors in generating awareness.

That’s why social media and content marketing, which is very image focused, has become vital in generating leads for the healthcare sector. So, wouldn’t you want to know which blog, tweet or share is driving traffic and subsequent calls? With call tracking, you’d be able to see what referred the caller to you and you can even track calls from numbers on your social media channels.

You could even go one step further by analysing the language of the tweets or content that generated the most amount of enquiries and replicate the messaging across your channels.

3.  Mobile Conversions

According to a recent study by think with Google, 44% of patients who searched for a hospital on their mobile device scheduled an appointment.

That’s a huge proportion of overall mobile searches who might be interested in your business. What’s more, more than half of online traffic is generated from a mobile device – and counting.

You not only need to be tracking how many visits to your site come from a  mobile device, but you also need to be tracking how many calls are made directly from a mobile device.

A quick search for private clinics in London on my mobile shows me that the first two results are clearly missing a trick without click to call extensions:

private clinics london

If they had this function enabled, they would be able to see which ads in the resulted in calls, plus other vital call information such as the keyword I’d used and the time of day I was searching when I got in touch.

Knowing how many mobile leads are genuine is vital. You can use a tool like call tracking to drill down through the data, helping you to better target this audience with your PPC adverts.

4. Listening to calls

With healthcare, whether enquires might be about cosmetic or medical, it’s likely that prospects will want to call you to discuss such a personal matter and a having a telephone number available is vital for this sector. At this stage, the human voice is crucial for helping prospects make up their mind and decide to go with you. So, why wouldn’t you want to monitor this stage of the conversion to identify any improvements?

Call tracking software with inbuilt call recording allows you to listen back to every enquiry. You’ll be able to gage the quality of the conversation as well as the marketing source. So for example, you could listen to call on a source by source basis to find out which area is leading to the most amount of conversions. As a result, marketers will know:

  • whether certain channels are working
  • if they are worth the continued investment
  • whether their messaging needs improving

And if you’re a manager, call recording gives you tangible material to assess whether your team requires further training or problem areas that could be hindering the close. Allowing you to rectify any problems early on.

5. Calls from web pages

Your website is your most effective sales and marketing tool, and should be generating phone leads.

But how can you improve your site’s performance at generating leads? Well, mapping your prospects’ sales journey is a good place to start.

Visitor level call tracking allows you to follow the entire customer journey right up until they call you. Drilling down through the data will show you which pages your prospect engages with and the pages they viewed before and after they called you.

Analysing this data enables you to see which pages are the most effective at producing phone calls – and allows you to isolate ineffective areas. For example, you might find that a web page is producing a lot of phone calls and offline conversions. You could infer from this that your site is missing web copy or further information to reassure prospects.

Further analysis might uncover new opportunities for you to grow and generate more leads. For example, you might find that people are calling you about an existing or new service that you haven’t been promoting. You might then decide to shift your budget into this area to generate another revenue stream.

In summary

This just the tip of the iceberg for healthcare marketers. The private healthcare and medical sector is diversifying their marketing in a number of ways and it’s getting more and more competitive.

If you work in healthcare marketing and want some more tips, I just finished reading this call tracking guide for healthcare marketers which goes into greater detail about why telephone analytics play a crucial role in an industry embracing digital. So, for a sector where the human voice is at the heart of all lead gen, it’s essential to build a marketing strategy around your telephone data – don’t forget to track your calls!

Image credit: https://www.flickr.com/photos/epsos/

 

Zoe-Lee Skelton

About Zoe-Lee Skelton

I’m an SEO Content Marketing Consultant in the UK. In my spare time I enjoy blogging about digital marketing and web analytics. Feel free to connect!

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