You can strategize until you’re blue in the face, but when it comes to content marketing in the health system sphere, how do you know if your efforts are eliciting a profitable return on investment?
Traditional metrics like website page views, scroll depth, and the amount of time visitors spend on your site only provide a broad representation of traffic. Even if you are able to glean a generic synopsis of demographics (gender, locale) or how those visitors arrived at your site, this token data supplies no insight as to what type of content individual physicians are viewing, the CTAs they click, or where they go once they leave your site – all essential ingredients for measuring response and ultimately return.
With such granular details in hand, you essentially possess the keys to the health system kingdom.
It’s not a fairytale scenario. With advances in audience identity technology, you can capture unique data about website visitors such as medical specialty, prescription behavior, and claims data. That information can then be applied to bolster an already-authenticated, third-party verified database.
The more knowledge you have about physicians, the better equipped you are to:
- Create highly targeted campaigns to address why ROI is lacking.
- Understand how physicians engage and respond to those campaigns.
These components can reinforce your health system ecosystem in a number of ways, all related to improving ROI. Two areas in particular are ripe for targeted campaigns: referrals and recruitment.
Health systems have come to realize that doctors are their best brand ambassadors. Physicians can have significant impact on drawing in-system referrals. Connecting directly with physicians who already refer within the network keeps essential communication lines open. Having a conversation with physicians who refer out helps you understand their past referral habits and encourage them to form new ones. It also provides the opportunity to share information on why it’s beneficial to refer in-house. In terms of measurable response, an uptick in referrals from targeted physicians would indicate this strategy is effective.
One factor to consider is that physicians are often more receptive to hearing from their peers rather than a marketing director. For a more persuasive discussion, enlist the help of KOLs and service line leaders as email senders.
Recruitment forms a close relationship with referrals in terms of ROI. Bringing in sought-after specialists begets referrals, both in-system and from external hospitals and clinics. Knowing unique details about the physicians browsing your website for open positions -- as well as what other health system websites they visit once they leave your site – allows you to create personalized and customized messaging supportive of new hires. In this case, a measurable response would occur when a courted physician becomes a new hire.
Email + Audience Identity
Of course, email – as opposed to direct mail – inherently reveals calculable results via open and click-through rates. You know who opened your email, at what time of day, on what device, and on which email platform. Add in the strategic abilities audience identity technology affords and you are primed for an ROI boost.
These points and more are just a few of the topics being discussed right now at the 21st annual Healthcare Internet Conference (HCIC) in Austin, TX. If you’re attending, make sure to stop by and say hello at the DMD Booth, #98.