Gathering data is to health care digital marketing agencies like drinking water is to the human body—It just has to be done for things to function properly. ROI stats. Online visibility data. How many keywords gained in search rankings. All this data and more can be gathered by digital marketing professionals, yet there’s so much data that can be gathered from digital marketing efforts for health care providers that it can be overwhelming.
Our team recommends focusing on specific pieces of data that truly help health care providers understand the impact of specific digital marketing efforts.
3 data points that have helped our health care clients grasp the impact of specific digital marketing efforts
1.Organic conversion percentages.
In early 2022, our team noticed that organic conversions seemed to be low for one of our health care clients’ websites. Specifically, people were clicking on their blog posts, reading them, and that was it. They weren’t converting by asking for a screening or an appointment.
After looking into this trend, our experts realized that there weren’t any easily accessible conversion forms on the client’s blog pages. So, they had our web dev specialists add two forms that allowed people to sign up for screenings and appointments, respectively.
Over the next few months, our team tracked the percentage of organic conversions coming through the client’s blog pages, and we found that simply adding the two forms led to a conversion percentage increase of nearly 36%.
2. Organic conversion totals.
Digital marketing experts often talk about the power that content can have for health care providers. However, some experts may not offer data to back up that assertion. That’s not true for our team.
We regularly report key pieces of data to our health care customers to ensure that they know how impactful their digital marketing has been. One piece of data we typically use to illustrate the impact of a client’s content marketing strategy is organic conversion totals.
For one of our clients, gathering this data takes the form of gathering the:
- Number of qualified calls that came from linked phone numbers on blog post pages.
- Number of screening requests filled out on blog post pages.
- Number of appointment requests filled out on blog post pages.
After gathering and adding up all these numbers, we were able to report to the client that our content marketing efforts had led to over 4,300 organic conversions from January 2022 through June 2022.
3. Campaign ROI numbers.
Our experience as a health care digital marketing agency is that clients want to know how much bang they’re getting for their buck. Yet one marketing study reports that only 57% of B2C marketers measure content marketing return on investment (ROI).
The BURG+CO. team definitely doesn’t fall into that category. We regularly gather and report content marketing campaign ROI to our health care clients. For instance, we were able to report to one client that from January 2022 through June 2022 the ROI of their content marketing campaign was more than 9,859%.
These are just a few of the data points our team has found helpful when trying to help health care clients understand the impact of our digital marketing efforts. There are plenty of other data points that can also be useful. Our goal is to determine which types of data are the most illustrative for each client we work with and regularly present that data to them.
To do that, we take a very simple approach. We review the types of data available, educate the client on the options if necessary, and ask them which type or types they’re most interested in. Doing so allows us to customize the data we’re reporting to each client and cut out information they don’t need, which helps keep them from being overwhelmed by data.
Want to create data-backed health care digital marketing campaigns? BURG+CO. can help
Increasing traffic to a health care provider’s website plays a major role in increasing conversions and bringing new patients on board. However, it’s difficult to attract visitors to your site when you don’t know the best ways to do so. Fortunately, BURG+CO. specializes in helping health care providers boost website traffic and build sustainable patient growth.
Our team has years of experience in helping health care providers 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 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 all the digital marketing services we offer or to schedule a complimentary consultation.