When you operate a medical practice, having a comprehensive digital marketing strategy is crucial when attempting to reach potential patients and raise awareness for your brand.
However, any marketing strategy that lacks a reliable measurement system for analytics can be compromised. Without it, there is no way to know if your messaging is resonating with consumers, or if you are throwing valuable marketing dollars into a digital void. Analytics data helps you understand and evaluate what is happening at each stage of your patient’s journey and how your digital marketing efforts are tied together.
At Firm Media, we believe high-quality strategy and analytics data interpretation go hand-in-hand. Marketing is testing, and without an accurate measurement of analytics, you cannot test.
Why Analytics Tracking Is Vital
For a digital marketing strategy to work, you must know where website traffic, as well as associated leads, are coming from. For instance, if traffic is generated from Google, fantastic! However, if you are running an SEO and SEM campaign on Google, then you need accurate metrics to determine whether your investments are paying off. Many times, we see practices spending money needlessly because organic traffic is strong. Other times, we identify where investments should occur to boost results. This is the power of analytics—without tracking, you have no idea if digital marketing efforts are paying off or require a pivot.
Dr. Brucker Discusses Advanced Analytics
Establishing KPIs That Show Growth In The Right Areas
At Firm Media, we partner with you to establish Key Performance Indicators (KPIs), which are central to measuring your campaign’s success. We ensure that the data you receive is truthful, accurate, and transparent and report on your practice’s most meaningful metrics, talking you through the results to arm you with knowledge of where your campaign is succeeding and where adjustments are needed.
Here Is What We Track
It is our goal to protect your digital marketing investment. Once established, we will track user data to understand behavior, including response, action taken, how they arrived, and their interests. Comprehensive analytics tracking that gets results does not begin and end with evaluating conversion alone—you must understand what is making users convert.
We aim to understand why a user ends up on your website and once there, what action they take, what pages they visit, what interests them, or what makes them “bounce” off your site without continuing on in their patient journey with your practice.
Source Of Traffic
We will analyze and evaluate how visitors land on your website, whether that means through paid ads, organic traffic, email, social media, or other sources. We seek to know exactly how a user begins their journey—and how they navigate to your site.
We will assess how many of your website visitors take a specific action, such as filling out a contact form requesting information, or even calling you directly, and then if they also convert to a paying patient.
Search Engine Rank Performance
This component is based on tracking targeted keywords for your practice. We will track keyword performance across major search engines, including Google, Yahoo!, and Bing, and how this equates to the number of user sessions. Additionally, we track referred information from less known search engines, such as DuckDuckGo, to see if there is any value and if resources need to be devoted to other areas.
We analyze the cost per acquisition (CPA) for each of the paid ads running in accordance with your digital marketing campaign and collaborate with you on how that cost speaks to your practice.
How We Track It
Our team has developed a proprietary, custom dashboard encompassing all marketing mediums, including websites, social media, email, paid ads, etc. It is a fully dynamic tool that offers real-time insight. Additionally, because transparency is important to us, you can access this tool at any time and from any location. You can retrieve your data via PDF, email delivery, and through other methods, meaning you will always have your finger on the pulse of your campaign.
How Is It Reported?
Because your data is yours, you will have on-demand access in whatever capacity you want. From there, our team will meet with you quarterly to offer in-depth analysis, feedback, and strategy that we recommend in the short and long-term. Our team will work cross-functionally to paint an accurate and comprehensive picture, so you truly understand your results.
A Real Report
It is our focus to never provide your practice with information that could be viewed as “fluff.” We want you to attain a positive ROI—and that means showing real reporting, no matter if there are positive trends or if there is something negative that needs a course correction. Our reporting is based on our ethical commitment to you. We do not engage in data manipulation to make our organization look good on paper—but prove no real benefit to your business.
Meet Your Team At Firm Media
Analytics tracking is a crucial component of a comprehensive digital marketing strategy—and that is why our team of specialists partner across our company in planning and implementation. Our team regularly meets with clients to share successes and plan future growth.