how to get the most out of your orthopaedic practice marketing budget

How to Get the Most Out of Your Marketing Budget

PATIENTS + PATHOLOGIES + PROCEDURES

P3 Inbound

•  Marketing platform for practices by Mudbug Media •  Worked with orthopaedic surgeons and practices

for over 15 years •  @p3inbound •  P3inbound.com

“Half the money I spend on advertising is wasted; the trouble is

I don't know which half.” -- John Wanamaker

Figure Out Which Half Works for Your Practice

Marketing = Testing

Testing is the norm.

“Set and forget” is a surefire way to waste resources.

P3 Inbound

As a practice, you are looking for the right P3: Patients

Pathologies Procedures

Find the Right P3

Your target audience is defined by need more than demographics.

Find the Right P3: The Need

“Hip pain” “Knee pain” “ACL repair”

Find the Right P3

Still, demographics provide a starting point for testing methods to reach your audience.

Tracking Your Marketing Efforts

Tracking Methods

Several methods are available to help you collect information directly and indirectly from your current and potential patients.

Tracking Methods: Surveys

Tracking Methods: Custom Phone Numbers

•  Our phone number is 504-581-4636.

•  Here, we have dynamically replaced the phone number to be able to track our marketing efforts.

Tracking Methods: Tracking URL

•  Our homepage URL is https://p3inbound.com

•  Here’s a tracking URL: https://p3inbound.com/?utm_source=AAOE-LA-Ad&utm_medium=Slides&utm_campaign=AAOE-LA-March-2016

•  This data shows up in Google Analytics

Tracking Methods: Web Stats

Tracking Methods: Advertising Stats

Advertising stats will vary widely, depending on the medium you choose. You may see terms like: •  Impressions / Reach •  CPC / CPM

Evaluating Effectiveness

Your Marketing Return on Investment (ROI) might look like this: •  Budget •  Impressions •  Actions •  Appointments •  Completed Procedures

Quantity ≠ Quality

•  In our quick tests, Facebook and Twitter advertising gave us more “new follows” than LinkedIn, but the quality was terrible.

•  LinkedIn gave us very targeted leads. •  This story may be completely opposite for your

practice.

Connecting Data Can Be Difficult

HIPAA-limitations can make marketing ROI trickier Start with the first two steps Impressions è Actions Surveys can help supplement this information, as well.

Evaluating Effectiveness

At P3, we’re tracking form submissions and calls as one level of effectiveness. You need some sort of conversion tracking to help you measure ROI.

Always Test Your Marketing

Testing

If you cannot trace the return of your marketing effort, then it is time to try something new.

Is Yellow Pages working? Are mailers working?

Is your website working?

•  Patients on Mobile Devices •  Patient Review Sites

Make sure your current plan includes:

Questions? Reach us at p3inbound.com

info@p3inbound.com