The Marketing Match Between Medical Practice and Patient
There is no rest for anyone in healthcare. Doctors, nurses, medical assistants, and every other healthcare professional are busy managing in the thick of the pandemic, in addition to aiding other illnesses and injuries. And as patients have many options available to them – hospitals, private practices, and urgent care centers, among others – the competition in the healthcare sector is on the rise. How can one practice stand out over another? How can patient conversion be maximized in healthcare marketing?
The business of healthcare marketing
If you work in the healthcare field – either as a practitioner or administrator – you should be in the know about some basic but effective tracking methods that will give you a clear idea of how your particular practice rates, and how you can maintain and increase patient conversion and return on investment (ROI). As with any type of business, the ability for a medical practice to stand out among competitors requires a great deal of time, effort, and trial and error.
As detailed by Michael Barber for SolvHealth, here are marketing methods to be mindful of in promoting your healthcare practice.
Track online marketing using UTM parameters attached to URLs which lead to different sections of your website. A UTM (Urchin Tracking Module) is a simple code that’s attached to a URL to generate data from Google Analytics and lets you know where traffic to your medical practice’s website is coming from, giving you the ability to attribute activity from specific sources and make adjustments to campaigns accordingly.
Speaking of Google Analytics, did you know that website traffic and navigation can be tracked by both channel grouping (groups of sources) and content grouping (analyzes website traffic via landing page)? These two types of analyses can check where search engine rankings place, the amount of time a visitor spends on your medical practice’s site, and conversions, among other pieces of data. This data points out opportunities on pages and areas to your site that can further improve goals and conversions for user engagement.
Taking user engagement further, any action they perform when visiting your practice’s site can be tracked – whether it’s completing a form, clicking on a button, or simply scrolling through your site’s pages. These actions can then be used to analyze activity and preference, such as how many users might have completed an online form versus those who exited that section of the site. With these insights, you can determine what to keep or change on your practice’s site to attract and enhance the user experience.
Gaining attention, attraction, and conversion to your medical practice
In addition to knowing how, where, and what sections of your practice’s website receive visits, it is important to know your place in “the funnel” (or sales funnel). The funnel combines both online (e.g., emails blasts, banners) and traditional offline advertising (e.g., postcards, print ads in newspapers) to not only help make your presence known, but at what stages a potential patient goes from being aware, to wanting to learn more, to choosing your practice. These stages are:
As with monitoring visitor interaction on your medical practice’s website, it is equally important to discover how, when, and at what stage they went from someone who might have simply glanced at your ad to becoming an interested client. In short, be alert to zeroing in on the point of conversion.
In an understatement, marketing for the medical field is complex
With the information presented above, the marketing of a medical practice is in its own way as complex and intricate as an operation or in-depth examination. What if many of these tasks could be simplified, or at least centralized? Consider Raydeus Local, a platform that gives you – the medical practitioner – control of how potential patients can find your practice. With features ranging from 24/7 access to website traffic to providing voice-ready capabilities, Raydeus Local can boost the health of your medical practice’s presence.
The EGC Group has a long history in marketing to the healthcare vertical. Our services in everything from brand strategy to website development, among many others, have helped a number of healthcare facilities gain exposure and attention. You can see some examples as well as learn further details of our healthcare marketing expertise by clicking here.