In between caring for patients, running your business, managing people, and marketing your dental practice, chances are you’ll want to squeeze in some time to determine just how effective your marketing efforts are. Is the time and money you’re investing into marketing paying off or are your just wasting your time?
Online medical marketing is incredibly effective when done right and, unlike traditional outbound marketing (billboards, commercials, etc.) online marketing gives you a clear picture of who your audience is, what they’re doing on your website, what their needs are, and how you can meet them. Through analytics, you’re now able to glean information that may have before been hidden or just out of reach.
What is online marketing?
Before we dive into marketing metrics, let’s look at what online marketing is. Simply put online marketing or digital marketing is an umbrella term used to discuss marketing efforts that happen online. This includes creating a well-designed website, establishing a presence on social media, designing an SEO strategy, and creating online advertisements with lead capture forms. Each of these techniques work together and are best implemented as part of an entire marketing strategy.
While there’s no shortage of dental marketing ideas, some aren’t as effective as others. In fact, dental marketing is a science that takes a lot of trial and error. And, as each marketing campaign is designed you’ll want to determine what to measure so you have an idea of how successful your efforts are, get ideas of where to improve, and better understand your audience.
Online Marketing Metrics
- Leads generated. This metric tells us what exactly you’re getting from your marketing dollars. This metric also helps us understand which ads are most effective, which channels are most effective, and what channel is giving you the most bang for your buck. For example, let’s say you were running ads on Twitter and Facebook. Let’s say each ad brought the same number of people to your website, but the Twitter ads cost more per click and fewer people filled out a lead capture form. This bit of information would tell us that Facebook is the more affordable and effective method to reach prospective patients.When creating a website for dentists, it’s important to think about the ads you will run and the types of forms you’ll want to direct people to. Now, taking this metric a step further, you should be able to calculate your cost per lead. Let’s say you spent $500 on ads and generated 10 leads. By dividing $500 by 10 you’ll discover your cost per lead is $50.
- Website success and capture rate. A well-designed website and thoughtful marketing strategies for dentists should all work together. Your dental website design should keep your user in mind. That means it should be responsive and easy to use on all devices, from tablets to your desktop. Images should be well optimized so they display properly, and content should be useful. Don’t just put content on your website for the sake of putting content up. Make sure it gives the visitor information they’re seeking. The capture rate reveals just how effective your content and website design is. It can also show the quality of the traffic that’s generated from your ads and just how enticing your offer is to visitors. Once a visitor lands on a landing page, you’ll want to know how many people are taking action on your offer. Whether they do or don’t will tell you just how well you understand your audience and whether the offer motivated people to take action. Calculating the capture rate is a matter of simple math. Let’s say you get 100 people to a landing page and get 5 leads. 5/100= 5%. So your capture rate is 5%. If you’re dissatisfied with the capture rate, you’ll want to consider performing A/B tests. This means that you create two landing pages with intentionally created tests to see which one gets a higher capture rate (and thus resonates more with your audience). For example, let’s say you create a landing page and aren’t satisfied with the capture rate. You might want to duplicate the page, but change something like the call-to-action to see if that helps increase the capture rate.
- Cost per new patient. One of the best things about digital marketing strategies for dentists is that they can tell you how much is costs to acquire a new patient. Using the fake number we have above, let’s say we spent $500 to get 10 leads. Leads are potential patients who might be interested in a cosmetic dental procedure or are inquiring about a special you were promoting. They aren’t patients just yet, however. We first need to have your sales team or front desk contact the potential new patient to set up an appointment.
Calculating the cost per new patient will help you set a realistic marketing budget for the coming months and get the most out of it when executing strategy.
Let’s assume that out of those 10 leads, two became patients. That means 20% of your leads actually converted into a patient. Now divide the $500 you spent on marketing by the 2 new patients you got and you’ll come to $250 per patient. While we like to see costs lower, if a patient is coming in for an expensive procedure like dental implants or are simply looking for a dentist to perform routine cleanings twice a year, you’ll Wicklow recover those costs.
As a dentist your time is valuable. That’s why it’s incredibly important to understand how your marketing dollars are being spent and how effective your campaigns are. These metrics provide a great starting point for understanding your audience, how they’re responding to your campaigns, and what it costs to acquire patients. The benefit of tracking metrics like this is that over time you’ll continue to glean priceless information about the people seeking out your services and better hone your marketing to appeal to them.