As a health care provider CEO or marketing director, you have probably heard people talking about how important content marketing is. Phrases like “Content is king” are thrown around pretty freely by digital marketers these days, but you may still be wondering if the juice is worth the squeeze. In more formal terms, you may be asking yourself, “Is the money our health care business puts into content marketing going to provide a solid return on investment or ROI?”
I’m going to take you through some data we gathered from one of BURG+CO.’s health care clients in 2021 in hopes of helping you answer this very question. But first, I want to review how we calculate ROI for our clients.
How is ROI calculated for health care providers?
There are a lot of variables that health care providers must consider when thinking about the ROI of content marketing or any other digital marketing options. However, the basic formula for calculating ROI is fairly simple, and it looks like this:
Using this formula and data gathered from one of our health care clients, I will show just how large an ROI your business might reap from a solid content marketing strategy.
Proof that content marketing for health care is worth the proverbial squeeze
Let’s get the background out of the way first. The client I’m using as an example is a physical therapy group with providers based across the U.S. The data we gathered from this client is for fiscal year 2021, and it came from analysis tools that include Google Analytics and SEMRush.
So, what was the point of our team gathering this data? We wanted to show our client:
- How many conversions, defined as form fills, the organic content we created brought in.
- How many pages of content we produced to generate the conversions.
- How much it cost them to have that content created.
- How much projected revenue the content-related conversions generated.
- What the ROI was for their 2021 content marketing strategy.
Now, I’ll relate the numbers we uncovered for each of these points. Our team created 624 total pages of content for this client during 2021, and those pages were directly responsible for 1,869 conversions. We estimated, with the client’s concurrence, that each of those conversions led to $1,000 in revenue for the client. As a result, we calculated that their content marketing strategy had generated $1,869,000 in 2021 at a cost of $87,360.
We then used the ROI formula to calculate the ROI of the client’s 2021 content marketing strategy:
The result of this calculation was an ROI of 2,039.4%, which is, you might agree, a very healthy return on the client’s investment.
This particular case study doesn’t mean that your health care business can see an ROI this big from its own content marketing efforts. Yet it is solid support for the idea that content marketing can generate significant returns for your business. To get the highest possible return, though, your own team may need support from a digital marketing team that’s highly experienced in building customized content marketing strategies for health care providers.
Want to generate a positive ROI with your content marketing efforts? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and landing 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 through content marketing and SEO 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 all our digital marketing services or to schedule a complimentary consultation.