Do you, a health manager, know the strategies and actions your medical marketing agency has outlined? Are you aware of the results that this work is generating? Or, do you know what digital marketing reports are for in healthcare?
Continuously tracking the performance of this work is critical to understanding which investments are working or which are failing and need more attention.
Regardless of the communication channel used to approach your patients or attract new ones to your institution, generating good results is expected in the long term.
Therefore, it is critical to understand which digital marketing reports your agency should present or which metrics are used to track results. Still don’t know? Read on and find out!
What should digital marketing reports contain?
Productive periodicity
For the institution to start elaborating greater planning to achieve more positive results, it is necessary to have a broad view of all marketing processes. Therefore, it is essential that the agency produces digital marketing reports and sends them regularly.
Thus, strategies based on contracts can help to develop actions that move the institution in the desired direction, optimizing communication with the target audience and increasing the authority and visibility of the brand in the market.
For this, the company must present the numbers at least once a month. It is also important to charge semi-annual and annual surveys to monitor the evolution of results in these periods.
channel separation
Knowing which traffic channels the institution’s website is getting better results from is critical to moving in the right direction. After all, investing in strategies that don’t generate results for you is no use.
For example, digital marketing reports need to contain access data for the main channels on the website, such as organic traffic, paid media, social networks, email marketing, and other channels.
Highlight your goals
Through KPIs, an abbreviation for Key Performance Indicators, it is possible to evaluate the performance of an organization. An organization can determine its performance. You can have greater control over the results of your digital marketing campaigns, that is, see if they are achieving the objectives proposed by planning or optimizing your campaigns and ads, which is a crucial case.
KPIs should be part of the digital marketing reports that the agency presents to management to show how close your institution is to the goals it intends to achieve.
Strategic Metrics
Avoid the notion that digital marketing reports should only emphasize the number of social media likes.
This is a very common mistake. However, the analysis should focus on strategic indicators, such as ROI, campaign conversions lead generation, CAC, and traffic channels that most convert leads into patients.
Reports that should be billed to your agency
Content that drives more engagement
The content that generates the most engagement is the one that brings the most traffic to the site.
Therefore, this is one of the most crucial performance reports for enhancing communication assertiveness. In this way, analyze the agency which is the most popular posts and see how your audience is interacting with the materials that are being published.
Content that converts more leads
It is very common for the clients of a medical marketing agency to believe that the institution’s content should focus only on posts on social networks.
Indeed, social networks are an important channel of communication. However, there are numerous other ways of interacting with patients.
The institution’s website and landing page for rich materials (e-books and infographics) are excellent ways to convert leads into patients. For this, the agency must track which content converts the most information and monitor the nutrition of each contact.
More efficient channels
Among the marketing strategies, different communication channels will be the basis for the institution’s interaction with its patients.
These channels need to be aligned with the objectives of their management and the strategies developed by the agency. A campaign can be disseminated through various media such as Instagram, Facebook, LinkedIn, and email marketing.
Each of these channels shows different results. For example, suppose the campaign performs better than your healthcare social media marketing pages. In that case, you can analyze the errors and rethink what can be changed in the strategy with the agency team.
Bounce rate e exit rate
Do you know what the bounce rate and exit rate is? If the answer is no, fine! We will explain it to you. In short, these two pieces of data are part of a tool called Google Analytics.
But what is Google Analytics? It is a tool widely used by medical marketing agencies to monitor the traffic of the institution’s website, blog, and social networks and, from this data, understand how patients interact and behave towards the brand.
That’s where the bounce rate and exit rate come in. The bounce rate is used to analyze web traffic. That is, it displays the percentage of people who visit the site and leave without taking action on the page.
The exit rate, which means exit rate, shows the percentage of site readers who browsed more than one page. For example, the reader who entered your site clicked through to check out your specialties and became interested in your blog content.
So when the agency presents this data, you can analyze which medical marketing strategies on their pages are doing well and which need more attention.
Key metrics to track in medical marketing
Measuring Return on Investment (ROI)
Return on Investment, or just ROI as it’s called, is a key metric in medical marketing. Through it, it is possible to obtain greater control and reduce uncertainties concerning the investments made by the institution.
For those who don’t know, ROI is a simple mathematical formula that consists of sales revenue divided by Investment made. It helps you identify whether your strategies are paying off or not.
In other words, through ROI, it is possible to calculate the results that a particular campaign or ad has obtained and then draw up more assertive plans for investments and define positive strategies according to the analyses.
This allows for a quicker evaluation of adversity and the preservation of working investments.
Download our spreadsheet and learn how to calculate your institution’s ROI by clicking here.
The conversion rate in the funnel
Be aware of the funnel conversion rate. It is important to remember that within this funnel, there are three stages: top, middle, and bottom, and they are what help the lead – your potential patient – from the one-star location to the next until he is ready for the final purchase process.
After the lead converts into rich materials and forms available on your website and social media, it enters the qualification process, which can be accomplished through marketing automation. This moment is known as the customer journey, which will be when the lead goes through the stages of the sales funnel, being possible to observe and analyze the scalability of the process.
Therefore, the agency needs to align content according to the stages of the sales funnel. This allows the institution to differentiate between the sales funnel’s top, middle, and bottom conversions.
Cost per acquisition (CAC)
In summary, CAC is a metric used to measure the average Investment in direct efforts to win a patient (marketing and commercial).
That way, you can identify whether the investments are paying off or not. To do this, check if the CAC is lower than the institution’s average ticket. If so, it may mean that marketing and commercial investments are efficient.
Cost per click (CPC)
Analyzing the cost per click in digital marketing campaigns is essential as this metric defines the average amount charged for a click on your ad. This amount is calculated as follows: the total cost of the budget is divided by the number of clicks.
Click through rate (CTR)
CTR, in a nutshell, shows the relationship between the number of clicks and the number of views of an ad or campaign.
This metric evaluates the performance of actions through the percentage of people who clicked on the link after viewing it.
Cost per lead (CPL)
The cost per lead is nothing more than the maximum value the investments made to attract more patients can have.
To calculate CPL, divide the campaign investment amount by the number of leads that showed interest in your work. It is worth noting that this calculation even includes people who did not effectively become their patients.
Want to learn more about performance reports and medical marketing metrics to evaluate the digital marketing of your institution? Contact us to receive a complete diagnosis of your institution’s digital marketing!
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