Does your method of tracking patients rely on post-it notes, memory or simply asking new patients “how did you find us?” Do you find that these methods lack insightful data on how your individual advertising campaigns are performing?
When it comes to tracking patients, many medical and dental professionals find it difficult to measure the return on investment accurately from their advertising campaigns. According to a November 2014 study conducted by Webmarketing 123, 33% of business-to-consumer (B2C) marketers didn’t know which marketing channel resulted in the biggest impact on revenues.
In fact the study suggested that most marketers still rely on “gut instinct” when it comes to determining which channels to use for marketing as the most used channels were not always the most measured. Below are the channels that B2C business owners claimed they could provide clear return on investment.
- 44% of respondents said they could track ROI of email
- 51% of respondents said they could track ROI of paid search
- 31% of respondents said they could track ROI from SEO
- 25% of respondents said they could track ROI from display
- 27% of respondents said they could track ROI of social media
For B2C businesses, email was the second most popular channel with 80% of respondents using this channel yet only 44% of those businesses could actually measure the efforts from this channel. While some marketers are taking steps to improve their tracking capabilities nearly 40% still didn’t have any type of attribution model.
With recent advances in technology and tracking capabilities, there is really no reason for any medical or dental practice to not track their marketing, especially their online advertising campaigns. 59% of small businesses say getting more out of their budget is a top concern when it comes to marketing. In order to make intelligent decisions with your marketing budget you first need to know where your new patients are coming from. With lead conversion software you can capture new patient leads and then convert them to new patients while attributing an exact ROI per patient. This type of software will also allow you to easily see which sources generate the most valuable new patients to your practice.
When it comes to tracking patients there’s no reason to rely on old school methods like post-its or questions on a new patient intake form. Don’t be part of the 33% of B2C businesses who don’t know which advertising strategy is resulting in the best ROI.
About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.
To read more of the article that inspired this blog, please visit:http://www.emarketer.com/Article/Do-Marketers-Rely-on-Instinct-Over-ROI/1012098/1