Pillars of Healthcare Marketing:
Measuring Results
PILLAR 4: Once a strategically planned marketing program has been launched, it’s important to have KPIs and conversion tracking in place to ensure it’s working. Implement tools such as Google Analytics or CRM systems to monitor website traffic, lead generation, and patient acquisition metrics. This data allows you to make informed decisions, identify areas for improvement, and optimize your marketing campaigns. Accurate conversion tracking provides insights into which strategies are most effective and helps you allocate resources accordingly.
While HIPAA privacy restrictions are certainly a limiting factor for conversion tracking, there are HIPAA-compliant tracking tools available in the market. Advance Healthcare provides program metrics, reporting and additional consulting services to help our clients track program success and ROI.
TRACKING CONVERSIONS
Conversion tracking is typically accomplished through the implementation of tracking pixels or tags on websites, or UTM codes embedded in digital ads. These pixels and codes help monitor user actions such as purchases, form submissions, phone calls or other desired actions, enabling marketers to attribute conversions to specific campaigns or channels.
ANALYSIS
Data gathered from of using tracking codes and CRM systems allow you to analyze campaign effectiveness. Did the campaign deliver your desired goal, or KPI? Which messaging, tactic or channels yielded the greatest results? Which audience segments or service line show the most promise? These are just some of the ways the data can help order the next step or phase of your marketing strategy.
OPTIMIZATION
Using the data-informed decisions following analysis of your campaign, optimization will fine-tune aspects of your strategy based on improving audience targeting, messaging and intelligently adjusting budget allocations or other resources. Ultimately, your goal of optimization may be to generate higher conversion rates, improve brand awareness, or increase efficiency and achieve the best ROI.
Advance Healthcare will never set it and forget it. As part of your marketing team, our digital experts are keenly focused on driving the best results for your campaigns. They monitor the results of each metric and KPI and harness those insights to optimize for stronger results, greater budget efficiency and increased return on advertising spend [ROAS].
This article highlights the last of four pillars that support thoughtful marketing tactics of thriving healthcare organizations.
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