If you are spending money on any type of marketing or outreach, you need to be measuring the outcome of that investment. And every type of marketing can be measured in some way. By establishing a measurement model for your practice, you’ll be able to not only see which channels and investments are returning value, but iteratively test and tweak those channels to maximize their effectiveness. Your marketing will get smarter. Operations will run more smoothly. Patients will be happier.
Establish processes for collecting and reporting on marketing analytics across both online and offline channels
Determine the initial, annual, and lifetime value of each new patient
Identify your patient conversion funnel and key acquisition metrics in order to measure ROI
Report on and evolve your marketing channels, tactics, and messaging to optimize for maximum acquisition at the lowest cost