Depending on the type of marketing your practice is doing, results can often be a mix between subjective and objective. Open houses and brochures lend themselves to greater brand awareness, which can be hard to measure, whereas tactics like online advertising and SEO are highly data-driven. Regardless of the types of marketing you are implementing, it’s important to examine the data to ensure it is working, rather than just relying on a gut feeling. Here are three ways to do just that:
- Make sure your marketing agency provides monthly reporting. This can come in the form of a PDF or an online digital dashboard, and it’s important that metrics such as calls to your practice, forms submitted through your website and conversions from your online advertising campaigns are included. This data will allow you to see month-over-month how your results are progressing. When mixed with office data, such as how many new patients were seen or monthly production figures, your marketing team can see how the tactics impacted the practice and refine the strategy as needed.
- Stay in communication. Communication is key in understanding what’s working and what’s not. “Setting and forgetting” is not a strategy often recommended. It’s important to share information with your marketing team about what’s happening in the practice so that they can move with agility to refine the plan as needed. For example, if the marketing team is seeing dozens of calls to the practice, yet not many new patients have been scheduled, perhaps those calls occurred when the office was closed. In that case, you may want to turn your ads off during that time frame or look into an online scheduling too.
- Review long-term results. Some marketing tactics can take longer to produce results than others. While direct mail or online advertising can generate new patients almost immediately, something like social media can progress more slowly. When results occur at a slower rate, it can feel as though something’s not working. However, when you look at more long-term data, you may be able to see a better picture of the results. Social media may not feel like it’s making a difference day-to-day, yet over the span of six months, it can contribute greatly to an increase in website traffic. Give most tactics at least six months before changing gears.
If you are struggling to measure results, contact Big Buzz. We can get you set up with a custom dashboard immediately and identify what’s working and what’s not within your current marketing strategy.