Looking for ways to prove that patient acquisition is directly related to a robust digital marketing program? Then measure your return on investment (ROI). Whether you’re responsible for reporting metrics to the C-suite or leading the organization’s digital strategy efforts, these 10 suggestions will help boost your hospital’s digital marketing ROI.
Create and implement a digital strategy.
How will you recognize success without a plan? These four steps serve as the foundation for any digital marketing work and are definitely worth your time to get right. Build or update your buyer personas. Identify SMART goals and any tools needed to reach those goals. Audit/evaluate your existing digital channels and assets. Use this info to plan your campaigns.
Embrace Google Analytics.
Google Analytics tracks every source of traffic to your website and provides valuable information about your customers and their needs (page views, bounce rates, location of visitor, source of traffic, and conversion tracking). This knowledge can help you pinpoint the right people at the right time in their patient journey.
Know Your KPIs.
You can’t quantify patient interactions in the same way you calculate sales of a product or service. That’s why measuring a return on largely intangible assets is so complicated. Instead of trying to focus on revenue, healthcare marketers should focus KPIs on desired patient behaviors – appointment requests, click to calls, downloads, form submissions, and signups.
Keep up with Competitors.
Maximize the reporting features found on social media and online reputation management tools to track your performance. Use those same tools to keep an eye on high-performing competitors and integrate some of their best practices into your strategy.
Whether you call it cross-channel or omni-channel, make sure you integrate the strategies for each digital marketing channel and understand how they work together to grab the attention of your consumers.
Content is still the best way to attract people to your site, post, or page. If you want to grow your audience, follow a data-driven content marketing strategy that answers common questions, solves problems, and provides information in a variety of styles and formats.
Yes, you want to make sure Google or YouTube can find your site, but digital optimization is more than securing the top spot on a search engine results page (SERP). Analyzing, auditing, and adjusting your content gets your message to the people that need it. Optimizing ads gets your new service or provider in front of people looking for care. Optimizing social media posts introduces your brand to potential new followers and optimizing subject lines increases the chance someone will open your newsletter or email.
Today’s digital consumer seeks personalized information tailored to their interests when, and only when, they want to see it. Pop-up ads, giant logos, and spam interrupt their online experience and earn a quick trip to the trash bin. For higher conversion rates, turn your focus toward email subject lines and landing pages designed specifically for your customer at their specific point in their consumer journey.
Ditch Outbound Tactics for Inbound Methods.
The Gen X crew on Facebook and the millennials on Insta and TikTok want to amaze their friends with clever and useful tips. To increase the likelihood that your video, infographic, or testimonial becomes the next big thing, make sure it’s easy to find through search or social media and has sharing buttons that you can’t miss!
Digital marketing encompasses all things digital. That includes devices, voice assistants, artificial intelligence, and anything accessible on the internet. To keep your spot as a top hospital, be aware of emerging trends and how they might impact your goals and strategic vision.
Editor’s note: This post was originally published in January 2014 and has been updated for comprehensiveness.