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