Analysing ROI In Online Healthcare Marketing

Set Your Metrics To Analyse Your Healthcare Marketing Success.

By Geoffrey Cooling

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If you want to know how your online healthcare marketing is doing, you will have to metric it. In order to do that you will need to set targets or targeted actions that you wish to achieve. In the post Busy Busy Busy, I spoke about two different applications of content healthcare marketing for differing reasons.

In each case we had set different outcomes, both short term and long term for the activities. With those set we could then measure our success quite easily. In essence it is that simple, you need to set desired outcomes for your healthcare marketing strategy then you need to measure them.

Google Analytics

Google analytics are a free and easy way to measure desired outcomes online. It is a simple enough task to set up an analytics account and then to use that account to track your website and or blog. The analytics available through Google analytics are in depth and will cover even the most data hungry person’s needs. It is essential that you are using an analytics package to track your online healthcare marketing activities. Otherwise you are simply wasting your time, because you will never have any real evidence of what is or isn’t working for you.

WordPress Stats

WordPress stats are another free and powerful analytics platform that will give you clear and detailed stats on what is happening around your WordPress blog. Again, you need to set targeted outcomes in order that you can measure your success in your content healthcare marketing strategy.

Google Keyword Tool

Google Keyword Tool is again a free tool that will allow you assess monthly localised searches around keywords. This is a particularly handy tool in the organisation of your healthcare marketing strategy. It will allow you to know up to the moment keyword searches pertaining to your profession. With this information you can then target those keywords with your content marketing strategy.

Desired Healthcare Marketing Outcomes

They are for you to set, desired outcomes can be different from healthcare professional to healthcare professional. In the case of the two Practices I was helping with their desired outcomes were similar for differing keywords. We were looking to boost their results in the SERPs for differing localised searches. We were also looking to boost their main web channels, their websites in searches. In the case of the second Practice we were looking to increase the conversion of visitors to enquiries.

So what you have to do is set out clear outcomes that you wish to see and then metric them through your varying analytics packages. The outcomes I would like to measure would be in no particular order

Blog site visits, Page views per visit, Referral sources for blog site views, Keywords used to find the blog, Clicks on the blog, Conversion of blog site viewers to website viewers, Web site views, Pages per visit on the website, Referral sources for website views, Keywords used to find the website, Conversion of viewers to enquiries, Conversion of viewers to appointments, Online sales, Sales from the web channels.

All of these outcomes can be tracked through a combination of Google analytics and WordPress stats. Assessment of these metrics will give you a clear idea of how effective you online healthcare marketing strategy is.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

Let me know what you think