HCB Health Top Eight Metrics Your Healthcare Marketing Agency Should Be Sharing with You
Top Eight Metrics Your Healthcare Marketing Agency Should Be Sharing with You
Posted by Tanya Mahr at 10:39 am, November 4
When demonstrating marketing ROI to your organization, measurement is critical. Make sure you’re tracking these healthcare marketing metrics to gain insight into what’s truly making a difference or where you need to redirect efforts.
Whether or not you’re a numbers nerd, you should at least be tracking a few key metrics in your marketing department beyond page views and Facebook likes. Not only can this give you regular insight into how digital assets are performing, but over time it can help you achieve the holy grail of marketing analytics — quantifying cost per lead.
We’ve broken out the top key marketing metrics by three states in the customer journey: Attraction, Consumption and Conversion. Review the following and check to see that your marketing reports include these measurements. If not, ask your healthcare marketing agency or internal marketing department why they don’t. And then start tracking them today.
1. ATTRACTION: % New Sessions
The percent of “new” sessions on a website can be a very insightful statistic for investigating how potential new customers are navigating a site. For example, sorting the pages of a site by “% New Sessions” can show which pages are most visited by new users. The content of those pages should be optimized to attract new customers who may not be familiar with the brand/product.
2. ATTRACTION: Referral Sources
When people visit your website from anywhere besides a search engine, where are they coming from? Do certain pages, such as a blog, primarily pull visitors from social media while others pull only from partner websites? By monitoring “Referral Sources” (where users are coming from) and how they are behaving once they arrive, you can optimize those pages for maximum engagement and conversion. What is the context in which these visitors are viewing your site? Are they on their lunch break reading personal emails, commuting to/from work and browsing industry news, or visiting during business hours? And what type of device are they using? The more completely you illustrate and understand your visitors’ context, the better you can design your digital experiences.
3. CONSUMPTION: Bounce Rate
Bounce rates should be examined for key pages on a website in order to see how relevant the information is to the audience. However, bounce rate varies greatly based on the goals of each page, the type of traffic that lands on the page, the number of links on the page and a multitude of other factors. For example, traffic generated from paid media tends have a higher bounce rate than traffic from pages that acquire a more organic audience who may be more apt to explore other pages of the website.
4. CONSUMPTION: Pages per Session
Pages per session can be a valuable tool for examining the interest level of various traffic sources. For example, by looking at the number of pages per session for the vendors in a paid media campaign, brands can start to gauge how interested the audiences of various properties are with the content of a website.
5. CONVERSION: Goal Conversion Rates
Once clear goals are implemented in the Google Analytics account, it is important to monitor the conversion rates for each goal and optimize each page based on the best practices for achieving your objectives.
6. CONVERSION: Goal Flows
Similar to goal conversion rates, the goal flow can help to paint the picture of how your audience moves through the buying process. By examining the order of each goal conversion, insights can be drawn about how the audience consumes content and which steps need to be optimized.
7. CONVERSION: Visitor-to-Lead Conversion Rate-Traffic
This metric calculates the monthly website traffic needed to generate your required number of leads (MQL or SQL, depending on your lead-scoring system). If your current website conversion rate is 1%, but your goal website conversion is 3%, you can use your current web traffic to estimate the number of visitors you need to pull in to meet your conversion goals. Alternatively, you can use this ratio as a benchmark to improve your conversion rate while maintaining the same traffic.
8. CONVERSION: Qualified Lead Scores
This last metric is advanced, yet critical for larger organizations. Whether you are using Salesforce, HubSpot or another CRM program, you should have customer actions outlined and scored based on weight and then a goal score in place for determining what constitutes a lead. Ideally, this process is an automated one, only requiring manual engagement once a lead crosses a certain threshold score.
For example, a visitor to your site may constitute five points, a contact form completion fifteen points and time spent on your blog another ten points. If you have a lead threshold of thirty points, at this time you could auto-send a sales email out to the prospect or pass this information on to a sales rep. By measuring and quantifying visitor actions, you can directly gauge the interest level of a specific prospect and better convert a sale when the time is right.
And there you have it. While this is by no means a comprehensive list, these top eight healthcare marketing metrics can help your marketing team establish benchmarks and track campaign effectiveness over time.
Need help setting up your marketing analytics? Want to learn more about tracking your sales leads? HCB is well-versed in marketing analytics and can help you evaluate your upcoming campaigns. Contact us to learn more.
Note: This post was co-authored by Media Supervisor, Kevin Cooksey and Content Strategist/Senior Writer, Tanya Mahr.