The Benefits of Tracking Your Marketing Initiatives

Whenever practice owners claim their marketing isn’t working, we always respond with the same question: “Are you tracking your marketing activities?”

tracking-your-marketingThere are so many marketing tools available such as call tracking, Google Analytics, or even our Direct Mail Calculator that can help you be more strategic and deliberate with your marketing efforts.

Tracking is no longer optional—it’s essential. Executing a successful marketing plan requires taking a deeper look at results to gain insights and direct you on how best to market in the future.

So, let’s look at the different ways tracking your marketing initiatives can benefit your practice and offer some guidance to help set you on course for success.

 

Tracking Your Marketing Mix

Use your practice management software to track which marketing activity drove a patient to your practice. It is important to gauge what your current marketing mix consists of, how many leads each activity is driving, and where there is room for improvement.

A healthy marketing mix includes activities that target new leads from the community, taps into your current patient database, and secures a continuous flow of referrals from current patients and physicians. Identifying segments that are missing from this mix helps direct your focus towards future forms of marketing that will directly impact your schedule and bottom line.

 

INSIDER TIP

Establish an organized process for how you are labeling your opportunities in your practice management software. Create unique sources to detail exactly which activities your patients are responding to daily. Some practices even add secondary sources to capture a further level of detail. For example:

Primary Source Secondary Source
Physician Referral Doctor Name
Community Outreach Sunrise Nursing Home
Digital Google – PPC

To ensure accurate tracking, make sure staff members who are responsible for inputting this data are all on the same page regarding what each referral source represents.

Adjusting Your Marketing Strategy

Taking a close look at the results of a marketing campaign can help you course-correct any missteps in current marketing strategies. The primary goal of any marketing effort is to make the phone ring. If your tracking data indicates that you are falling short of industry benchmarks for call response rate, then there may be an issue with the audience you are targeting. Identifying this variable, via the data, alerts you that it’s time to reassess the variables making up your target audience. Often, this fix is as simple as readjusting the profile of the target audience – maybe you aren’t marketing to people in the right demographic, or are reaching out to areas too far from the office location. Tracking can help you identify these types of “red flags” and aid to steer you in the right direction strategically.

INSIDER TIP

Don’t wait until the end of the quarter to officially log your tracking notes. Keep a spreadsheet handy and equip your front office personnel with the right online tools to capture and appropriately track leads as they come in.

Improve Organizational Efficiencies

It’s important to own the patient experience from initial call/touch-point, to pre-and post-appointment, right through to purchase and beyond. Identifying where certain patients are getting trapped in the sales funnel can help your team members focus on their individual roles in generating more sales.

For example, are you seeing calls come in from a direct mailer, but they are not converting into appointments? Maybe it’s time to sit down with your FOP (Front Office Personnel) or Office Manager to understand how they are handling incoming calls and discuss the best ways to get the schedule filled. Are completed appointments not converting into sales? It might be time to meet with your providers to discuss best practices for closing sales. [FYI: the Consult Employee Development Program provides free training for your staff year-round.]

 

INSIDER TIP

Tracking can provide valuable details on where patients are in their hearing health journey, so you can tailor future messages directly to their situation. Instead of a generic message, reach out to your Tested Not Sold (TNS) audience with personal phone calls asking why they haven’t purchased and follow up immediately with your Cancel/No Show audience, communicating that you’re sorry they missed their appointment and it’s important to you that they reschedule to meet with your provider.

Send Your Data to Consult YHN

Once you’ve collected your marketing data, the biggest challenge is, of course, figuring out what it all means and what to do with it. Our marketing team can explain the data in real-time with quarterly marketing ROI reports to help you continuously refine your marketing strategy and drive more quality leads to your practice.

If you don’t already have a marketing plan in place for 2019 or if you have any questions about tracking your initiatives, reach out to your Account Manager today.

About the Author

Julia Shreckengast joined Consult YHN in 2015 and serves as Marketing Account Executive, providing support to Associates by managing creative projects and developing/executing marketing plans. Prior to joining Consult YHN, she helped promote the city of New Orleans as a member of the New Orleans Tourism Marketing Corporation. Julia graduated Cum Laude with a bachelor’s degree in marketing from Tulane University.

How often are you speaking to your database?

One of the challenges that our Associates face regularly is finding ways to bring leads in the door. Many practices focus on outbound marketing tactics like direct mail, advertising and events, which are all crucial components to marketing plans, but there are goldmines practices are sitting on that may not be fully utilized — their databases!

Database MarketingIn our recent marketing ROI analysis, we identified that database marketing:

  • Received the highest conversion from calls to appointments — 93%.
  • Had the lowest cost-per-unit sold — $261.
  • Generated the highest ROI — 103%.

When you see results like this, is there really a question as to whether to incorporate database marketing into your overall marketing strategy?

We see all individuals in your database as leads that fall into one of two groups:

Visited Leads

These are individuals who have been in the office. If a practice staff engages its database, they are likely focusing on this group, which includes:

  • TNS (Tested not sold)
  • TNC (Tested not a candidate)
  • Repair
  • Recently purchased
  • Purchased in the past 1–2 years
  • Purchased 3+ years ago/OOW (Out of warranty)

Many Associates will market to the TNS and OOW patients, but there are so many other audiences that you should reach. No matter if your patient purchased devices or just needed a repair, constant engagement will keep you top-of-mind and help avoid them going elsewhere in the future.

Invited Leads

These are individuals who haven’t been in the office, but had some level of engagement with the practice. Although they never committed to an appointment, these leads are typically a result of your outbound marketing efforts, which include:

  • Digital marketing
  • Patient referrals
  • Physician referrals
  • Community outreach
  • Cancel/No show
  • New patients

You may not be capturing these contacts in your database, but it is imperative that you do! You already invested your marketing dollars to have patients reach out to you, so why not go the extra mile to maintain the relationship in hopes they will eventually come into the office?

Now that you realize the importance of your database, you may be asking yourself how you can fully take advantage of it? Stress not — Consult YHN makes the process simple and will provide you will all the steps and tools to get your database marketing rolling. As a starting point, request the free database communication grid. Consult YHN Associates also have access to a variety of free marketing materials as well as a telemarketing service available for contract through our partnership with Your Hearing Network.

About the Author

Lindsey Pierangeli joined Consult YHN in 2012 and serves as the Marketing Manager. Previously, she held marketing positions with advertising agencies and worked on accounts such as Amazon and Coca-Cola. Lindsey graduated Magna Cum Laude from Johnson and Wales University.

The Importance of Tracking Your Marketing Efforts

Occasionally, we encounter a practice that comments “our marketing isn’t working.” So, the first question we ask is “are you tracking your marketing activities?”

All too often practices forget that there is still more work to be done even after a marketing initiative or event has come and gone. Executing a successful marketing plan requires taking a deeper look at the results to glean insight and direct you on how best to market in the future.

Let’s look at the different ways that tracking your marketing efforts can benefit your practice and set you on course for success.

 

Tracking Your Marketing Mix

tracking-your-marketingPerhaps one of the more overlooked aspects of tracking data is the insight into the number of opportunities your marketing mix is generating. By utilizing your practice management software, you can track which marketing activity precipitated a patient to come through the door.

While this tactic is more of a backend approach that indirectly relates to marketing spend and outputs, it is important to gauge what your current marketing mix consists of and where there may be room for improvement. A healthy marketing mix includes activities that reach new leads from the community, tapping into your patient database, and attaining a continuous flow of referrals from current patients and physicians. Identifying segments that are missing from this mix can help direct your focus towards future forms of marketing that will directly impact your schedule and bottom line.

 

INSIDER TIP

Establish an organized process for how you are labeling your opportunities in your practice management software. Create unique sources to detail exactly which activities your patients are responding to daily. Some practices even add secondary sources to capture a further level of detail; for example,

Primary Source Secondary Source
Physician Referral Pediatrics
Community Outreach Sunrise Nursing Home
Telemarketing Out of Warranty (OOW)

And take this one step further. To ensure accurate tracking, make sure staff members who are responsible for inputting this data are all on the same page regarding what each referral source represents!

Adjusting Your Marketing Strategy

Taking a close look at the results of a marketing campaign can help you course-correct any missteps in current marketing strategies. The primary goal of any marketing effort is to make the phone ring. If your tracking data indicates that you are falling short of industry benchmarks for call response rate, then there may be an issue with the audience you are targeting. Identifying this variable, via the data, alerts you that it’s time to reassess the variables making up your target audience. Often, this fix is as simple as readjusting the profile of the target audience – maybe you aren’t marketing to people in the right demographic, or are reaching out to areas too far from the office location. Tracking can help you identify these types of “red flags” and aid to steer you in the right direction strategically.

 

INSIDER TIP

Capture as much “good” data as you can! The more detailed your tracking data is, the more refined you can make the marketing strategy to yield positive results. Don’t wait until the end of the quarter to look at what you noted months earlier. Keep a spreadsheet handy and equip your front office personnel with the right online tools to capture opportunities as they are coming in!

Empower Your Team

We’ve discussed the ways that tracking can improve your marketing strategy, but capturing this information can also help identify areas where the practice can improve organizational efficiencies. For example, are you seeing calls come through from a direct mailer, but they aren’t converting into appointments? This may be an opportunity to identify any gaps in training and activate education for your team members. Maybe it is time to sit down with your FOP or Office Manager to understand how they are handling incoming calls and discuss the best ways to get the schedule filled.

Are the completed appointments not converting into units sold? It might be time to meet with your providers to discuss best practices for closing sales. It is important to own the patient experience from initial call/touch-point, to pre-and post-appointment, right through to purchase and beyond. Identifying where certain patients are getting trapped in the sales funnel can help your team focus on their individual role in generating more sales!

 

INSIDER TIP

Don’t ignore the patients who jumped ship along the way! Utilizing tracking can provide valuable details on where that patient is in his/her hearing health journey, so you can tailor any future messages directly to their situation. Reach out to your Tested Not Sold audience with personal phone calls asking why they haven’t chosen to purchase and follow up immediately with the Cancel/No Show audience, communicating that it’s important to you that they come in for their appointment with the provider.

Send Your Results to Consult YHN

One of the biggest challenges with amassing marketing data is what it all means and what to do with it! Consult YHN’s Quarterly Marketing Review provides valuable insight into what your marketing data means in real-time, helping you refine your strategy continuously. The benefits to Consult YHN’s Quarterly Marketing Review include:

  • Knowing where you stack up in comparison to other Consult YHN providers nationally.
  • Identifying areas in the marketing strategy that can be adjusted to bring more qualified leads into the practice.
  • Understanding your patient acquisition cost vs. the Consult YHN network benchmark.

To effectively market in today’s world, activities need to be tracked, measured, and refined.  We encourage you to get connected with Consult YHN Marketing to start tracking your activities today!

About the Author

Julia Shreckengast joined Consult YHN in 2015 and serves as Marketing Account Executive, providing support to Associates by managing creative projects and developing/executing marketing plans. Prior to joining Consult YHN, she helped promote the city of New Orleans as a member of the New Orleans Tourism Marketing Corporation. Julia graduated Cum Laude with a bachelor’s degree in marketing from Tulane University.

Advanced Digital Marketing Strategies: SEO vs. PPC

seo vs ppcAs business-focused professionals, we all know that simply having a static online presence is no longer an option if we want to drive traffic to our websites and ultimately into the business. There are a plethora of advanced digital marketing strategies for attracting online traffic, but which ones are best for your practice? If you currently have a robust online presence with a content-rich website, you’re ready for at least one advanced option. Let’s examine both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) and help you to determine what is the best tactic to incorporate into your digital marketing strategy.

When attempting to understand the difference between SEO and PPC and which one to implement, let’s first define the differences and benefits of each:

Search Engine Optimization (SEO)

Overview: The purpose of implementing Search Engine Optimization (SEO) is to get your website to rank organically near the top of page one in the search results. For example, if a Google search with the keywords “deep dish pizza in Chicago” is conducted, the organic results that populate at the top of the search engine are dependent upon several factors, one of which is SEO. Here’s an example of the search results for that specific phrase:

seo

Based on the results, it appears that the businesses Giordano’s, Pequod’s Pizza and Lou Malnati’s Pizzeria have invested in SEO tactics such as reviews and keyword optimization on their respective websites. We can determine this since they’ve appeared at the top of the organic results, based on our keyword search.

How does it work?: Google (and other search engines) use proprietary algorithms to determine how relevant the information on your website is when someone searches a specific keyword or phrase. In the example above, the results for “deep dish pizza in Chicago” generated listings for three popular pizzerias; obviously the results are relevant to the keyword search and in turn, the content on the respective websites is optimized for those keywords. Therefore, it’s important to understand that when incorporating an SEO strategy, you must focus on adding relevant content to your website via keywords. This ensures that your products and services are promoted authentically to match the terms that consumers are searching.

Cost: An investment in SEO typically begins at a few hundred dollars per month if working with a digital marketing partner.

Pay-Per-Click (PPC)

 Overview: The overall goal of Pay-Per-Click (PPC) advertising is to quickly generate new leads for your website. In essence, businesses pay a “media” fee through Google AdWords to appear at the top of the search engine and hope that they’ll click on the first ad they see. For this example, let’s conduct a Google search for the keyword term “Starbucks coffee.” Here are the results:

ppc

In the example above, you can see where Starbucks has sponsored an “Ad” in order to appear at the top of the search listings (arrow A). You can also see that companies such as Jet.com and Staples which carry Starbucks products have purchased sponsored content (arrow B). With any keyword search, PPC ads will display above and below the organic search results. Adding PPC to your digital marketing strategy can create traffic to your website quickly, but you want to make sure someone is monitoring the results closely.

How does it work?: The advertiser or sponsor pays each time someone clicks on the link that is included in the ad; if no one clicks, the Google AdWords account is not debited. PPC costs are determined by bidding and can be set based on keyword searches and geography. In the example above, Starbucks is targeting anyone that searches the keywords “Starbucks coffee,” no matter where they are located in the United States. With PPC, you want to ensure that the person managing the account understands the bidding of your specific keyword terms and can properly manage the Google AdWords (media spend) each month. You also want to make sure that one clicks on the PPC ad it is directed to relevant information on your website and it encourages them to call the practice.

Cost: An investment in PPC has two components, the media buy (paid directly to Google AdWords) and the management fee. Expect to pay a minimum of $500 for AdWords and $300 in management fees per month if working with a digital marketing partner. The AdWords budget is typically determined by the keywords and your market.

Which strategy is best for you?

SEO and PPC typically work best when they co-exist within a digital marketing strategy; attaching consumers from both organic and paid searches. We know that’s not always feasible from a readiness or budgetary standpoint, so let’s approach the “best” strategy by understanding the goals of the practice. If a practice just opened or has added a new location, PPC is the short term solution to get new patients in the door quickly. SEO, in contrast, is a longer term strategy and may be best for a practice that just completed a website update or doesn’t have much competition. Your practice goals combined with the maturity of your online strategy and digital marketing budget will help determine the appropriate next steps.

Regardless of which strategy you decide to pursue, ensure that you are tracking effectiveness via Google Analytics and following your investment through to sale, if possible. You’ll want to ensure that all of your marketing dollars are spent effectively.

Consult YHN can help! Consult YHN partners with several digital marketing vendors that offer both SEO and PPC programs. The Consult YHN Marketing Team is also available to consult on your digital marketing strategy, including reviewing proposals, developing budget suggestions, offering recommendations, and more. Contact marketing@ConsultYHN.com to get started today!

Online Reviews: WOM Meets the Digital Age

It’s no surprise that word-of-mouth marketing is the most valuable form of marketing that your practice can utilize. People trust the opinions of friends and family when it comes to making purchasing decisions, especially when those decisions impact their overall health and wellness. If your practice has an active referral program in place, then you are already aware of the power of patient referrals and word-of-mouth marketing.

As the marketing landscape changes and digital marketing continues to grow, businesses now have a space to encourage conversations between current and potential patients: online review sites. Platforms like Yelp, Facebook, and Google+ provide a space where consumers can post reviews of the service they experienced or product they purchased. We are at the crossroads where traditional WOM marketing practices meet new digital marketing opportunities.

Why do online review sites matter?

Think about your own decision-making experiences. When is the last time you went to a new restaurant or purchased an item online without looking at the reviews first? A reported 92% of consumers are reading online reviews prior to making purchasing decisions. With the power of the Internet, research is easier than ever and people want to make sure they are fully educated about a business’ goods and services before making any financial commitments. When it comes to healthcare industries, people want to trust their health to the best professionals with the highest recommendations.

Having positive reviews helps build credibility for your practice name – in more ways than one! Patients searching the Internet for hearing providers will often compare one practice to another based on the number of positive reviews, thereviewsir star rating or their overall score, depending on which site they are looking at. Having a higher rating than other experts in your area can give you the competitive edge needed to generate more leads for your practice, and convert prospects into patients.
From an SEO standpoint, online review sites are excellent for increasing your practice’s rankings on search engine results. For each review left by a patient, your practice becomes more “relevant” and has more perceived “authority” – two criteria essential to boosting SEO rankings.

What about negative reviews?

Some practices are hesitant to work with review sites out of fear of negative feedback from patients. Instead of looking at a poor review as a deterrence, your practice should see them as an opportunity to handle any patient issues head-on and grow from that negative feedback. Make sure you are responding to any negative reviews to try and solve the problem for the patient. When other viewers see that you are taking the initiative to help a patient who had an unsavory experience, they are more likely to remember the positive customer service provided instead of the negative review.
Consider negative feedback as a training tool for your staff – there’s always room for improvement!

Where do I start?

If your practice hasn’t had any previous experience in online reviews, the best places to start are Yelp, Facebook, and Google+. For hearing professionals, Healthy Hearing is another platform that is great for encouraging reviews. Remember, it is one thing to be listed on online review sites, but you will also need to make sure your practice is actively asking patients for reviews.

Click here if you want to learn more about Consult YHN’s new Online Review Builder Program or drop us a line at marketing@ConsultYHN.com.

Source: https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews/

Marketing Trends You Need to Know.

We all know that marketing can be challenging! At Consult YHN we want to make sure our Associates are getting the most value from their marketing investment. To do that we routinely analyze our customers’ marketing program results.  Then, we assess the performance of the individual practice’s efforts against their marketing plan and provide recommendations for investment adjustments to make it a stronger plan.

In creating these comprehensive marketing ROI reports we’ve noticed some trends. We’ve collected those results and summarized the data to reveal what is working, and what is not!

011718-infographicSo… are you getting the most value from your marketing budget?

Contact the Consult YHN Marketing Department today for an objective review of your marketing ROI. Call 800-984-3272, select Option 8 for Marketing or email us at marketing@ConsultYHN.com today!

Would you like to improve your Social Media presence? Click here to download a copy of our latest white paper.