Dentists: How to Attribute Inbound Marketing Response from Self-Improvement Leads
As we have all seen, the demand for cosmetic dentistry has risen exponentially in recent years. Consumers are more aware and educated on the relative benefits of teeth whitening and implants, and the plethora of aesthetic options available in modern practices.
Britain’s top 100 dentists recorded a turnover of almost £1bn in 2015, a 22% rise since 2010. The industry was valued at more than £2 billion in 2016 and is predicted to increase by up to 4.2 per cent each year until 2021
Increasing your marketing spend is the natural reaction to meet this increased demand, and ideally out-perform your competition. However, throwing money at your marketing campaigns isn’t enough without well thought multi-channel marketing attribution.
If you can’t track your efforts, how can you tell if your increased budgets have been worthwhile?
Regardless of if you’re using offline print, social media or pay-per-click (PPC) advertising, utilising multi-channel marketing attribution is exactly how cosmetic dentistry’s can determine their precise return on investment (ROI) for each marketing avenue.
Measurement across multi-channel
Measurement across multi-channel marketing strategies is the most important factor in the marketing cycle. Being able to analyse and track engagement online is essential, if for no other reason than the deployment of budget, regardless of the channel; especially with dental patients moving into the digital world. Now, it’s estimated that eight out of 10 patients start looking for dental assistance online.
Measuring this process and the success of each campaign is critical but how can you achieve this?
One way to instigate this process is to explore campaign tagging, which allows you to add tags to the website links used in your campaigns. These tags pass information through to Google Analytics on the links that were clicked; this can help determine which campaigns are generating and driving the most traffic, assist in analysing your sales funnels and optimise your efforts.
Setting up tagged URLs is straightforward, all you need to do is fill out Google’s Campaign URL Builder and use the generated link for your campaigns.
Using this tool, you can add up to five parameters to URLs to identify traffic.
1. Source: Identify the site, publication or advertiser that’s driving traffic, e.g. Google, newsletter or a poster.
2. Name: Identify the specific campaign, e.g. summer promotion or appointment follow up.
3. Medium: The source a user clicked to visit your website, e.g. email marketing campaign would be ’email’.
4. Term: Only used for paid search to identify keywords.
5. Content: Differentiate similar content or A/B testing, e.g. if you had two call to actions (CTAs) links within the same email message you can use this to identify which version is more effective.
Call Tracking for Calls-to-action:
In a predominantly digital world, call-to-actions (CTAs) are the foundation to many marketing initiatives. They are your practice’s chance to encourage your prospective client base to make the first move towards becoming a patient.
If a patient clicks a CTA, then your campaign, whether a touch button or a download, has done its job. Therefore, measuring the success of these campaigns becomes imperative, however, success is measured beyond the number of clicks you acquire. Obtaining data on the success rate for each CTA, across your campaigns, should be at the centre of your marketing analytics.
Be mindful that the path to conversion isn’t a straightforward one. The majority of prospects will now encounter (and use) several CTAs before they finally decide to book an appointment, so knowing exactly which channels are playing a crucial part in your patient’s journey is essential.
Mediahawk offers an integrated call-to-action tracking solution for healthcare providers, enabling you to follow any interaction a patient makes with your marketing channels, providing a full view of their journey.
For example, you could send a prospective patient an email newsletter containing a downloadable eBook on teeth whitening. If they were to use the ’download’ CTA, then choose to activate a chatbot before deciding to pick up the phone to call your practice, you would be able to analyse this individual experience from start to finish.
The data from the call tracking software will help formulate the foundations for your marketing budget – invest more into channels that are driving the highest quality leads and plug the holes in under-performing campaigns to ensure you’re generating the highest ROI possible.
Social Media Analytics
Social media has become a key influencer in the healthcare niche, knowing which channels to choose can be difficult if your dental practice is new to social media marketing. Facebook seems to have emerged as one of the most profitable, and cost-effective social media channels for the dental industry. One method that is proving popular on Facebook is Live Videos.
Facebook Live allows businesses to create real time videos within the Facebook feed. Once you’re live streaming, viewers can comment on videos and you can respond, offering your practice a great way to engage with potential and existing patients. For instance, your practice could create live videos focusing on the following areas:
• Office tours
• Chats with dentists/hygienists
• Demonstrations of new equipment and technology
• Promotional announcements
Videos with highly engaged users are more likely to indicate awareness, for they are willing to take the time and share their connection with your practice.