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
Perhaps 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.
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|
|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.
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!
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.