Increase Marketing ROI with Hospital Business Intelligence
Hospital business intelligence is the practice of bringing together and analyzing data from all marketing channels to develop a complete life-cycle picture of how your patients interact with your hospital brand.
Using this data to better understand your audience will allow you to create more effective campaigns, build CFO-defensible strategies supported by in-depth analytics and reporting, gain insights into your competitors, and identify opportunities to increase ROI and grow your market share.
Leverage Hospital Business Intelligence to Improve Campaign Performance
Evaluating your campaign performance is an important part of managing your hospital marketing strategy. While developing your marketing plan, our digital analysts and hospital account managers work with your team to develop data-backed strategic goals and KPIs to track progress toward success. We build customized reporting that captures these valuable metrics and hold regular status meeting with your key stakeholders to provider contextual insight into the efficacy and ROI of your campaigns.
Based on your hospital’s specific marketing and strategic goals, our team will leverage a variety of business intelligence metrics, tools, and dashboarding to create your bespoke digital marketing strategy, including call tracking and lead management, competitor and content gap analysis, email marketing metrics, audience analysis and patient persona development, PPC campaign performance, website analytics, and A/B testing.
Call Tracking and Lead Management
Hospital call tracking software helps you collect a variety of data about the people who contact your health system. Integrating your call tracking software with your CRM allows you to quickly navigate your lead and prospect data and generate meaningful reporting to guide your marketing campaigns. Examples of data collected with call tracking software and hospital CRM integration include: the date and time a prospective patient called, how long they waited on hold before the call was answered, the length of the phone call, and if they were a new patient lead or a repeat caller.
Our digital marketing analysts know the importance of understanding how visitors find and engage with your hospital website. As part of our account management services, you’ll receive regular reports on your website’s performance, including:
- Number of new and returning visitors
- Total number of pageviews and unique pageviews
- Tracked keywords that drove the most traffic
- Breakout of website traffic by source
- Actions users took on your website
- Pages with the highest and lowest conversion rates
Paid Advertising Campaign Performance
Paid ads are a great way to quickly connect with highly motivated prospective patients searching for information about your healthcare service lines. Our hospital PPC strategists leverage a variety of data points and analytic tools to build paid advertising campaigns that yield the best ROI to support your business goals, including but not limited to:
- Total number of impressions
- Impression share
- Average position
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per acquisition (CPA)
- Conversion rate
- Source and conversion tracking
The best place to start when creating new PPC campaigns, or revamping existing campaigns, is with your paid advertising historical data. Understanding how well your previous campaigns performed with your target market as well as your historic traffic-focused, conversion-focused, and revenue-focused KPIs gives you a solid benchmark against which to measure future PPC campaign ROI.
Audience Analysis and Patient Personas
You can’t create engaging hospital content that attracts and converts new patients without first understanding who your audience is and what motivates them to action. We help our clients improve their messaging and digital marketing campaigns by first conducting a thorough audience analysis that identifies different segments of their market and then using this research to create patient personas to represent these groups.
Our team leverages this data to find your ideal target audience, identify missed opportunities to connect with prospective patients in your market, and even conduct A/B testing to optimize your campaigns.
efficacy of your campaigns.
Develop Your Hospital Business Intelligence Strategy with Dreamscape Marketing
Successful business intelligence is critical for staying competitive in today’s rapidly changing healthcare landscape. Partnering with an experienced hospital digital marketing agency gives you a head start on the competition. Contact us at 888.307.7304 to learn more about the benefits of working with an expert healthcare marketing agency and or full suite of hospital digital marketing services.