There are lots of different ways you can determine the return on investment (ROI) of your marketing efforts. However, many methods of tracking that information can be quite technical and time-consuming.
If you’re not ready to dive into all of that information, there are a few quick and easy ways to get a sense of whether your marketing efforts are making a difference for your practice.
The answers to these 4 questions should help you get an idea of how well your marketing efforts are working. This is a good thing to review at the end of the year, so you can make necessary changes for the new year.
1. Has your website had an increase in new visitors?
Patients at the top of the marketing funnel are looking for a doctor that meets their specific needs. They may search online to find a doctor who has the specialties they are looking for. If you’re marketing yourself online, patients may land on your website. If you’ve noticed an increase in the organic traffic to your website (traffic coming from search engines) since you started marketing your practice, that’s a good indicator that your online marketing efforts are starting to bring more patients to your practice. If you’ve been marketing your practice for awhile, but your website is maintaining a good, steady amount of traffic, that’s also a good sign that your marketing efforts are paying off.
2. Have you gotten any new email contacts?
If you have any email sign-up or contact forms on your website, you should keep track of how many new contacts are coming in from these forms. Even if it’s just signing up for an automated campaign like a newsletter, it shows that those people are interested in finding out more about your practice and what you have to say. That might not always lead to a new patient right away, but it could lead to a new patient in the future.
3. How often are you getting phone calls from new patients?
Even if these potential patients are just calling to ask questions, these calls can indicate that a patient is getting further down that marketing funnel. If their questions are answered, and your practice seems to be a good fit, that patient may be one step closer to booking an appointment.
4. How many appointments do you have lined up?
Appointments are ultimate indicator of whether or not your marketing efforts are effective. After all, the ultimate goal of marketing your practice is to get more patients in the door. Are you booked up for the next week? How about the next month? If you aren’t getting the amount of appointments you want, it might be time to re-evaluate your marketing efforts to see where you can improve. If you are booked up for the next several weeks and even months, that’s a good sign that you are on the right track with your marketing efforts and are getting that return on your investment.
Still not sure if your marketing efforts are actually getting new patients in the door? Ask new patients how they found your practice. You can ask your patients to fill out a survey, or simply add the question to your sign-up forms. Those answers should help indicate whether or not your marketing efforts are, in fact, bringing in new patients.
If you aren’t getting the ROI you expected, you can tweak your strategy. Learn more in our blog post on conversion rate optimization.