Digital marketing is more than just creating a blog post or a fun social media post and hoping for the best. Once you post something online about your business, especially as a healthcare provider, you need to track its performance and see how it affects your bottom line. Is the CTA (call to action) bringing in conversions? Are people using the “book an appointment” link in the content? That’s what the data will show you.
Creating data-driven marketing strategies means that you’re using the facts and figures from previous efforts to back up your next decisions. If one approach has been working, you can build on that progress. If it’s not working, you can tweak it in the future. These evidence-backed strategies can improve your patient acquisition rates.
If you need help analyzing the data, there are services that can help you understand the meaning of the numbers and how that should shape your strategies.
Read on to learn about the digital marketing analytics services that are provided by agencies like BURG+CO. Then we’ll discuss how these services can boost your patient acquisition rate.
What are digital marketing analytics services?
Analyzing data isn’t as straightforward as it may sound, which is why it’s often left to the experts at digital marketing agencies. The goal is to use evidence to determine what’s working in the digital marketing efforts and what needs to be improved for growth.
Digital marketing analytics services involve:
- Tracking and compiling KPIs (e.g., conversion rates and engagement) into reports
- Recognizing patient behaviors, preferences and issues with marketing efforts
- Determining which distribution channels should be prioritized
By partnering with an agency, you’re working with data analytics specialists who can dive into the deeper meaning of the numbers that aren’t always easy to understand. For example, if you’re seeing a significant increase in the bounce rate from one month to another, there may be technical issues, like a slow page loading speed.
How data-driven marketing improves patient acquisition rates
All metrics can provide important data about your digital marketing performance, but you always want to focus on how they contribute to your bottom line: getting more patients.
Your patient acquisition rate is what actually brings in revenue that allows you to help as many people as possible on their wellness journey. Here are a few ways that data-driven marketing services can boost that rate:
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Identifying where high-intent patients come from
Everyone deserves quality healthcare, but you want your marketing efforts to prioritize the people who are most likely to walk into your practice. Not only does proximity play a role, but so does intent.
Data analytics can pinpoint which distribution channels are the most effective in bringing quality leads, meaning users who are most likely to book an appointment to become patients. You’re able to compare the conversion rates from organic search engine optimization (SEO), paid advertising, social media, email and more.
When you know what you’re gaining the most traction from, you can properly allocate budget and efforts and reduce potential waste, such as ineffective paid ad space.
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Improving website performance
If your website isn’t performing efficiently, you’re not likely to have a high patient acquisition rate. A site that’s having backend issues can lead to lack of engagement and low conversions.
Data analytics can take a deep dive into your site performance, including KPIs such as:
- Bounce rate
- Average time on page
- Average session duration
Monitoring your website performance can allow you to address potential issues that may be interfering with your patient acquisition, such as broken links that are impacting user experience. You’ll also be able to get a better understanding of user behaviors and how to appeal to your target audience.
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Optimizing ad campaigns for healthcare audiences
Trying to appeal to the masses isn’t often a successful endeavor for any business, especially for a healthcare practice that offers specialized treatments in specific areas as a community resource. You want your messaging to be targeted to your ideal audience who would actually benefit from your services.
Data analytics can help you refine your messaging by showing you what types of content your users are gravitating toward and what they respond to. By optimizing your campaigns using evidence-backed approaches, you’re more likely to see the click-through rates and conversions that help you acquire more patients.
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Enhancing content strategy based on performance trends
If it’s not broken, don’t fix it, as they say. While data analytics can help prevent issues from slipping through the cracks, they can also show you what’s been consistently working. An agency can track the performance of your content and help you incorporate the effective strategies into future campaigns. For example, if the posts with videos outperform the posts without them, then you know that videos should continue to be used.
The analytics can also show you the trending topics people are drawn to so that you can ensure that you’re targeting keywords that people are actively searching for.
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Strengthening local search visibility
Local SEO is a pillar of effective digital marketing strategies. By ensuring that you’re aligning with what the algorithm and users are looking for, you’re likely to rank highly on search engine results pages for people in your served areas. As a community resource, you should prioritize acquiring patients who are near your practice.
The data analytics from local SEO often stem from the metrics on your Google Business Profile (GBP). By seeing how your GBP is performing, you can determine if it needs to be optimized to appeal to local patients, such as adding location-specific keywords or quality photos.
How to use digital marketing data to make better decisions
Facts and figures are relevant for digital marketing in any industry, including healthcare. And just as you would when looking at the numbers on a person’s chart or the facts of their medical history, you’re using that information to figure out the best steps forward.
Trying to boost your patient acquisition rates involves looking at what hasn’t worked in the past and where your campaigns are going in the future to get those conversions. An agency that provides data analytics services can turn the data into actionable insights.
If you want to make sure you’re staying on the path toward improved patient acquisition, here are a few mistakes to avoid:
- Not paying attention to the context of poor metrics
- Relying on vanity metrics that don’t move your bottom line, such as impressions
- Not looking at all distribution channels
Want to attract new patients to your website? BURG+CO. provides data analytics services that can help
If you’re not sure how to boost your patient acquisition rates, it’s time to dive into the numbers. And if you need help making sense of those numbers, an agency that provides data analytics services can show you what the metrics are really saying about your marketing efforts and what to do next. BURG+CO. is an agency that uses data analytics to help healthcare providers get the most out of their marketing.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Want expert support with your digital marketing? Connect with BURG+CO. today to explore how we can help your healthcare brand grow.