As a healthcare marketer, how do you measure the effectiveness of a marketing campaign? In website traffic, clicks, or direct sales? While digital platforms make it easier to track engagement and conversions, determining marketing ROI can be difficult if you don’t have a plan.

Hosted By:

Alex Membrillo, CEO, Cardinal Digital Marketing
Rich Briddock, VP Paid Media & Analytics, Cardinal Digital Marketing

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Quotes From the Episode:

“You want to optimize your PPC campaigns to the things that really matter, which is patient value and patient revenue, rather than lead value or lead cost.”

“If you have Salesforce or any CRM where you can pass a report back to us, you can schedule that report to get sent to us with the appropriate lead value or lead status that we should be tracking. Then we can ingest it into our reporting system and tie it back, in many cases, to the original ad exposure and essentially tell you, ‘This Google ad drove this lead that turned into this patient, and the estimated patient value was X.'”

“If you roughly know where a lead came from, then you could match their phone number against the phone numbers that you have in your CRM. In theory, you could download a list of all your new patients for the last 90 days, go to CallRail, look at the customer phone numbers in your PMS or CRM, match it against the phone numbers in CallRail and you’d get roughly what source they came in from.”

 

Related Resources:

5 Healthcare Data Management Strategies Marketers Can Use to Drive Growth

8 Metrics Every Healthcare Marketer Should Track

 

Read the Transcript:

Announcer: Welcome to the Ignite Podcast. The only healthcare marketing podcast that digs into the digital strategies and tactics that help you accelerate growth. Each week, Cardinal’s experts explore innovative ways to build your digital presence and attract more patients. Buckle up for another episode of Ignite.

Alex Membrillo: Hey everybody could not be more thrilled. We’ve got Rich Briddock on the line with us today. We’re going to talk all about analytics. It’s not just good enough to drive traffic and clicks and people to your website. It must convert. How do you make it convert better, and how do you measure if it’s converting? Rich, welcome to Ignite.

Rich Briddock:  Hi Alex. Thank you for having me.

Alex: All right. Talking analytics, Rich. Biggest problem you see when they come to us, what’s their biggest analytics problem they come to us with?

Rich: I think there’s two massive ones that stand out. The first one is they just don’t have the right tracking set up to measure the leads that are happening on the website or phone calls that they’re driving from their marketing efforts. They really just don’t even have visibility into that initial level of checking form fills correctly back to the marketing channel like Google Ads, Facebook Ads, display efforts and tracking phone calls effectively back, because they don’t have a call tracking solution in place.

That’s something that, as standard, we implement for almost all of our clients if they don’t have a solution available. That would be the first one, and obviously that’s critical in order to run any kind of media. If you want to actually have a performance [unintelligible 00:01:36] element to it, you have to know, “Am I driving form fills? Am I driving phone calls?” or whatever the major KPI is.

Alex: Then track it. Okay.

Rich: The second one is more common but it’s more difficult to solve, which is there’s no tie back to the actual outcome of those leads once they’re driven from the website. I drive 100 form fills, I drive 500 phone calls but what happens to them? Do they become 600 patients, or do they become 12 patients? Of the 588 that didn’t become patients, why not? There’s none of that information that’s being tied back to the marketing efforts and the marketing investment. That’s something that we, as an agency, are working to solve via CRM integrations, getting data pass backs from PMS systems, EHR systems, you name it. Unfortunately, in order to tie back lead quality to advertising efforts, there really isn’t a one size fits all solution. Almost all custom, and just it requires a lot of blood, sweat and tears to get it working.

Alex: Why everything custom? Is there not, “I go get Salesforce, I plug it in a Google Ads, I’m good”?

Rich: That does exist. If you are on Salesforce, there is an integration between Salesforce and Google Ads that you can set up. The challenge is that you have to use an absolutely standard configuration of Salesforce. Not that I want to go too far down the Salesforce rabbit hole but you have to use a standard lead object. If you do not use a standard lead object to track leads, if you have a custom lead object, you will not be able to use the standard integration.

Now we developed our own workarounds so it’s not that much difficult as long as you can get– If you have Salesforce or any CRM where you can pass a report back to us, you can schedule that report to get sent to us with the appropriate lead value or lead status that we should be tracking. Then we can ingest it into our reporting system and tie it back, in many cases, to the original ad exposure and essentially tell you, “This Google ad drove this lead that turned into this patient, and the estimated patient value was X.” Ultimately, that’s what you want, right? That’s the holy grail of reporting is trying to get to an ROI on your marketing investment.

Alex: You’re saying there’s an automated way to do it if you have the perfect Salesforce instance and it’s tied back and you have brilliant Rich Briddock helping you all do it but is there a manual way to do this? Let’s talk basic stuff. I want to know how many leads are turning into patients. What do I do? Just download my list of patients every month, look at CallRail, call tracking, see the names or the phone numbers, see my lead forms, check the phone numbers? How do I get someone onto this, that’s a smaller healthcare practice?

Rich: That we would do it for them or they would do it themselves?

Alex: Let’s say they do it themselves. They don’t all have to hire a Cardinal, although they should.

Rich: There’s not a particularly easy way to do it in an automated fashion.

Alex: Manual. Let’s talk manual.

Rich: The easiest way to do it in a manual fashion would be– Probably phone calls would be the easiest way. If you have a call tracking solution, you can essentially see where the source of that call came in from. If you have CallRail it will tell you that source originated from Google Ads on the landing page. It originated from an SEO session on the website. It originated from a Google PPC call extension. It will tell you all these things, right?

You know roughly where it came from then you could match the call his phone number against the phone numbers that you have in your CRM, if you have a CRM or a PMS, if you have a PMS where you’re tracking what happened to that lead, so if it became a patient. In theory, you could download a list of all your new patients for the last 90 days, go to CallRail, look at the customer phone numbers in your PMS or your CRM, match it against the phone numbers in CallRail and you’d get roughly what source they came in from.

Alex: What about emails?

Rich: Yes. As long as you set up a single trackable phone number for your campaigns, you can do that as well through CallRail. Once you start getting into form submission stuff, it gets harder because there’s just technical setup that you have to do. You either have to pass an ID through the form of submission or you have to pass referer information, which we do for some of our clients but it requires setting up stuff with JavaScript.

It requires utilizing Google Tag Manager to do some pretty advanced stuff. Unfortunately, there just really isn’t an easy way to do it. In theory, you could probably match on email address. You could look at the email address that came in from the [crosstalk] and match that to the email address in the patient management system, but it’s messy and you really don’t want to be doing this manually if you can avoid it.

Alex: Especially if you’re a larger shop which has probably who’s doing this manually if you’re a larger practice because someone will spend their full time job looking up the email form, seeing if the phone or the email matches, then seeing the keyword campaign, making tabulations on a piece of paper, how many came from this keyword or the– Impossible.

Rich: Yes. The other piece of this is that’s only part one of the solution.

Alex: Oh my gosh.

Rich: Yes. That’s just measuring it for your own sake. You’re getting a gut check on which channels are performing and actually driving patients. If you actually then want to pass that information to the marketing platforms so that they can bid more effectively against keywords that are driving patients, then you have to upload that information back into the platform. To do that, if you’re doing it manually, you have to essentially be able to, in the case of Google, which is the one that we do this for most frequently, pull the Google click ID and match it to that patient.

Then create a file where you upload that information, the patient’s value and status, back into Google Ads against that Google click ID, so that Google can say, “Okay. I know what the outcome was here. That turned into a patient. That patient was worth $10,000. Therefore the ROI on that keyword is 100 to 1. I’m going to spend more money on this keyword to try and drive more patients.” There’s a whole other step beyond just actually mining the information in terms of passing it back.

Alex: You got to pass it back. We’ve talked about smart bidding on a different episode but you’ve mentioned 30% improvement on smart bidding. Then if you upload these things back into the smart bidding algorithm, probably another 20% improvement, would you say?

Rich: You’re optimizing to the thing that really matters which is patient value and patient revenue rather than lead value, lead cost.

Alex: Everyone out there listening, if you’re spending half a million a month on advertising on Google, you could spend a quarter million and get the same results if you’re on smart bidding and if you’re passing back all of your actual patient data back into Google so that it bids on the right things. Is that accurate?

Rich: That’s a broad statement, but I think generally yes. I think the only exception that I could see to that would be if you just happen to be bidding on the terms that have the highest lead to patient ratio, but you’re doing that more by chance really than any methodical approach that you’re taking. Yes, I think you would see pretty substantial upsides.

Alex: Incredible improvements and you can go spend the rest on SEO or CRO with your favorite agency, and then drive more growth in different ways. I love it. Rich, any final thoughts on analytics, track back, or where they could get more information? Obviously, our blog, our resources are the best but anything else, anywhere else that you’ve gotten up to speed on these things?

Rich: Nothing really, other than just to say always be mindful of lead quality, not just quantity. I think a lot of the agencies out there will sell you on a front-end lead CPA but it’s all about quantity and does not take into account the quality of the lead. I would always just bear that in mind when you’re thinking about how effective your advertising efforts are.

Alex: Very good. We hear that from clients all the time because we see lead quantity go through the roof if they haven’t tracked things back and be like, “Lead quality is suffering a little bit now that we’ve scaled up so much.” Then you got to go back. Those are the smart clients or the smart agencies looking into the quality and making sure we’re actually driving patients, not just leads. Rich, thank you for joining us on Ignite. That was fun.

Rich: Thanks for having me, Alex.

Announcer: Thanks for listening to this episode of Ignite. Interested in keeping up with the latest trends in healthcare marketing? Subscribe to our podcast and leave a rating and review. For more healthcare marketing tips, visit our blog at cardinaldigitalmarketing.com.

[00:10:03] [END OF AUDIO]

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Alex Membrillo

CEO

Alex Membrillo is the CEO of Cardinal, a digital marketing agency focused on growing multi-location companies. His work as CEO of Cardinal has recently earned him the honor of being selected as a member of the 2018 Top 40 Under 40 list by Georgia State University as well as 2015 and 2016 Top 20 Entrepreneur of metro Atlanta by TiE Atlanta, Atlanta Business Chronicle’s 2016 Small Business Person of the Year, and the Digital Marketer of the Year by Technology Association of Georgia (TAG).

Cardinal has experienced exponential growth under Membrillo’s leadership, being consecutively named on the Inc. 5000 list of fastest-growing privately-held US companies for the last three years. Membrillo’s innovative approach to digital marketing has transformed the industry and delivered remarkable results to clients of all sizes and markets. He has been featured in leading national publications including The Business Journals, Entrepreneur, Search Engine Journal, and The Wall Street Journal. He has also served as an expert speaker for conferences including the American Marketing Association, SouthWired, and Vistage Executive Leaders, where he spoke on his unique approach to Millennial Management to over 400 CEOs.

Alex Membrillo Cardinal CEO