Healthcare marketing analytics is the use of data to track and measure the effectiveness of healthcare marketing campaigns. For doctors and medical practices, it is essential in order to know which campaigns are providing the best Return On Investment and—therefore—where to allocate your marketing budget.
Do you know how your patients are finding you? For example, what percentage of them find you on organic Google search vs. Google Ads? Plus what about Facebook, other social media channels, healthcare directories, and even offline sources? Tracking this data is the first step to understanding which of your healthcare marketing strategies are working—and which are not.
Even if most of your website traffic is from one channel, for example, social media, it doesn't necessarily mean that this channel is winning you the most new patients. Measuring patient conversion rates is essential to understanding how many patients per channel are actually scheduling an appointment with you.
Once you are tracking new patient conversions, then you can calculate the cost per conversion. Perhaps, for example, you are getting 100 new patients per month from Google Ads and 100 from organic search. If your medical SEO campaign is only costing you $2000 per month, whereas Google Ads is $10,000 per month, then the cost per new patient acquisition is far lower ($20 / patient vs. $100 / patient).
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