Successful practices understand that a robust online health and medical presence is their new “front door.” Today, more is necessary for the success of an online medical practice than just a content-rich website, a value-added blog, and a Facebook page. Online marketing is integrated into the foundation of a successful marketing plan, not only in the medical field but across all retail industries. The key question is, how do you track and measure the impact of your online and offline marketing efforts and determine which one is bringing new patients in the front door?
In our hyper-connected society, patients move unpredictably between physical and digital office locations. Their delivery expectation is high, expecting a fully-personalized experience as they move from laptop to smartphone to brick-and-mortar. Successful marketers master the offline-to-online connection that increases your bottom line, but it’s a tricky proposition.
Follow the Consumer Journey
The days of relying on “last-click” attribution are over. Last-click attribution gives credit to the last marketing interaction the user had with the advertiser, but this is no longer an accurate measure of the patient’s journey. There are too many touch-points today — website, online ad, Facebook post, word-of-mouth, or magazine ad — to know which one is bringing feet through the front door.
Which advertising channel gets the credit when a patient Googles for local ophthalmologist; finds the website and browses, but doesn’t call; then an ad pops up for the same office on Facebook, no click-through; an ad pops up again while reading an eye-related blog; the patient finally calls when a friend says that they’ve heard great things about the doctors at your office. Which touchpoint was responsible for the phone call made?
Maximize the Blend Between Online and Offline Marketing
In today’s digital world “multi-touch” attribution solves the mystery of the consumer journey. Advanced attributions sync offline marketing touch points and conversions with online ad campaigns. This creates a link between the unique IDs that are created for each visitor when they interact with your website, with that same visitor’s point-of-sale information.
A data-driven approach to the customer journey provides marketers with a more complete view of customer interactions. This helps markets maximizes their clients’ marketing spend. The ultimate goal for advertisers providing health and medical services online is to meet patients where they are, no matter which entry-point they are using — website, search engine, Facebook, or print advertising. Digital ad spend is best optimized based on a unified view of your patients’ behavior both online and offline.
PracticeDock excels in helping businesses to use the powers of the Internet to effectively market their services. We provide thousands of health and wellness businesses with cutting-edge knowledge to convert visitors into patients. Our unparalleled experience in “best medical web design” sets us apart from the competition. You strive to achieve the optimum health of the patients you serve – we strive to achieve the optimum health of your business’ bottom line. Contact us through our website or call (877) 655-6798 for more information.