Tracking your outcomes – Where should you focus?
November 16, 2023
In today's fast-paced business world, data is the driving force behind informed decisions and successful strategies. At the heart of data-driven excellence lies the value of tracking numbers.
An effective marketing plan must remain flexible and be monitored constantly. Knowing your numbers, and using them to modify your marketing efforts, brings you full circle through the cycle that will continue to feed and fuel your marketing.
Use your patient intake form to track where your new patients are coming from. As you gather this data, compare and analyze growth (or lack thereof) from different referral sources to determine what's working and where you need to tweak your marketing efforts. Referral sources worth tracking include:
New Patients From:
- General practitioners, specialists, urgent care centers, hospitals
- The internet: Google, Facebook, Nextdoor
- Insurance directories
- Health fairs or community events
- Seminars or speaking events
- Advertising campaigns: TV, radio, direct mail, newspaper, billboard, etc.
Be diligent about tracking all referral sources, and keep the cycle moving to maximize your marketing efforts.
Marketing works. Just ask any company that creates a campaign to promote its products with the goal of gaining sales. Medical practices work the same way, except "products" become services and "sales" become patients. These practices exist to provide healthcare to the community, and marketing allows them to do just that.
Have you "Googled" yourself or your practice lately? More people than ever are turning to the internet for information, and many new patients will "Google" a physician or medical group before deciding to become a patient. Are your reviews positive or negative? Have you responded within HIPAA guidelines? The vast majority of patient complaints aren't related to actual medical care, but to customer service. When patients are frustrated with rudeness, inattention, or long wait times, today's response is often to vent online with the click of a mouse.
Established Patients: Your Practice's Secret Marketing Weapon
In today's increasingly competitive healthcare environment, medical practices must use strategic planning tools to distinguish themselves. Understanding patient expectations and market dynamics is crucial for maintaining a leading position. Let's discuss the benefits of a few marketing and research tools that can fuel the growth of your medical practice.
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