When it comes to providing healthcare, there are many things that you assess and track when treating a patient. You’re taking note of how their symptoms have changed, possible side effects of medication and the status of their vitals. However, there are different types of information that are tracked after implementing digital healthcare marketing efforts.
Digital healthcare marketing can play a significant role in the success of your facility. It allows you to reach as many potential and current patients as possible to help them along their wellness journey. The performance of your marketing efforts is tracked by key performance indicators (KPIs). By learning about the most common KPIs used in digital healthcare marketing, you can ensure that nothing important slips through the cracks.
4 key performance indicators for digital healthcare marketing
Key performance indicators in healthcare allow your team to gain a better understanding of how much you’re helping your patients. Examples of KPIs in healthcare are readmission rates, room turnover and average patient wait time.
With regard to digital healthcare marketing, KPIs measure how potential or current patients engage with your marketing efforts. They determine how much value your content brings to customers, how easy your website is to navigate and how effective your calls to action are. They also help you see where your money is going and if the investments are paying off.
By tracking KPIs from your digital marketing campaigns, you can see what’s working and what needs to be improved. You can also see what data-backed decisions need to be made for further success. At BURG+CO., we’ll track these KPIs for you. We’ll report on the highs and lows and figure out what needs to be addressed in the future.
Here are four common types of key performance indicators in digital healthcare marketing:
- Website traffic — When it comes to digital marketing, it’s all about your website. You want people to visit your practice’s website and explore your pages. You also want them to complete actions, such as booking an appointment or sharing their contact information. By tracking your website traffic, you’re able to see what channels are attracting the most attention, how you can optimize your content for search engine keywords and how many people are visiting your site versus actually becoming patients.
- Conversion rate — The goal of marketing as a healthcare facility is to gently push people to become patients, or book an appointment, by engaging with your site and content. When a digital user clicks on a link or fills out a form, it’s known as a conversion. Generating qualified leads is all about encouraging people to complete conversions that move them along to an end goal. By tracking your conversion rate, you can determine how effective your calls to action and website features are in appealing to the user.
- Patient acquisition cost — Marketing to prospective patients isn’t free. It involves tools, materials and people whom you have to pay for their time. Your patient acquisition cost is a metric that’s calculated by dividing the total cost of sales and marketing by the number of patients acquired. By tracking this KPI, you’re able to make sure that you’re getting a good ROI on your marketing efforts. It’s also worth noting that patient retention costs tend to be more expensive than acquisition.
- Patient lifetime value — You want every new patient to keep coming back for future issues. The patient lifetime value tells you how much revenue you can gain from a patient throughout their time with you. It’s calculated by multiplying the revenue per visit, visits per year and years as a patient. By tracking your patient lifetime value, you can gain a better idea of what the practice’s future finances may look like and how to optimize patient experience for a longer relationship.
Want to attract new visitors to your healthcare website that you can track through key performance indicators? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
