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This is a scenario we can all image happening in the retail world. But, there’s another set of marketers that most new parents won’t think of who is vying for their business: local doctors’ offices.
In most areas of the country, it’s a competitive service between pediatricians and family care providers. Foremost, the industry relies on personal referrals and recommendations to build their practices, but as more of Gen Y, and even Z, start having families they are using other tools, such as online searches and office/physician reviews, to make decisions. So, medical marketers are smartly working their Google Search and display ads into the digital lives of these soon-to-be-parents earlier in the sales funnel – even before they think about needing to choose a doctor for the baby.
This shift is a testament to the need of advanced analytical tools to “easily measure and diagnose the effectiveness of advertising, media, social media and content investments across every event and engagement – even when customers pick up the telephone.” This is the sales pitch from KeyMetric, a Google Analytics Marketing Platform Partner app that offers call analytics. They also say that “nearly 65% of all online visits result in a phone call.”
Based on my experience with a network of 27 pediatrician offices, I would estimate that statistic to be much higher because it’s uncommon to have online appointment scheduling tools for new patients. Insurance coverage greatly complicates this, so many find a phone call to be the most direct way to get their Number One question answered. I strongly agree with KeyMetric that call tracking is a missing data point for the medical marketing team. A receptionist is too busy with operational tasks to ask, “How did you hear about us?” And, patient families might not have a clear answer to that question for several reasons and one of them being an integrated marketing campaign. Health care is an emotional and often time negative purchase, so it can take time to build the brand and trust between the potential customer, the medical providers and the organization as a whole. Tracking these online engagements will improve customer service in an industry that’s heavily controlled by privacy laws.
Check out this video to understand more about KeyMetric.
I like KeyMetric product because its data is in real-time and integrates with all other aspects of analytics, such as Google Analytics, Google AdWords, WordPress, Bing, SalesForce, and others. These cover the businesses’ website, digital advertising, blog, and CRM (customer relationship management). It’s not clear to me how social media is tracked, but that is the only missing component of an integrated marketing campaign.
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| Image source: KeyMetric |
- referring traffic source
- referring domain
- search engine & network
- content network
- PPC keyword
- ad source
- media buy
- social network
- and more
An example: The impact on an Integrated Marketing Campaign
Having all of the above data in one analytics view and in real time will help analysists clearly determine successes for an integrated marketing campaign that spans many goals due to different target audiences and platforms for one pediatrician office. Knowing where and how they attract their best potential customers will enable the team to maximize their marketing dollars for latter parts of the campaign and future communication needs at this office and throughout the network of offices.
Let’s continue with this example of medical care for children: say a female pediatrician, who is bilingual in Spanish, has joined a practice with 9 other well established providers. They want to market: 1). her arrival, her ability to accept new patients, and her ability to care for those with Spanish as a first language; 2). the office’s free, new “meet-and-greet” sessions for expecting parents, and 3). their newly expanded office hours that now includes weekends.
Clearly, there are too many distinct messages for one campaign, so the marketing team will greatly benefit from digital targeting, campaign tags and call tracking for the 3 audiences across many platforms and tactics:
- Audiences: Parents in zip codes within 15 miles of the office with the following characteristics
- All households/users with children under 18
- Those expecting a baby
- Spanish speaking
- Examples of platforms/tactics with data to analyze:
- Dedicated landing page with form and option to click-to-call on mobile; several vanity URLs
- Google and Search Engine keywords
- “Meet the Pediatrician” video as pre-roll or in-ad on YouTube
- Display ads on social media and targeted websites with parenting content
- Printed post cards and ad in community paper (with unique phone numbers)
- Paid radio spots and earned interviews
- New release that generates media coverage in community papers
Improving ROI
Lastly, KeyMetric was founded in 2008 and appears to offer great customer service. It has a 5-star rating on Google Analytics Marketing Platform Partners with 39 submissions. Although, this comment from Mary Cole on March 1, 2017, isn’t related to analytics, it’s valuable to note because her testimony shows a possibility to reduce campaign costs and contribute to ROI by using this service.
Note: at this time, I don’t know the complexities call tracking, so her thoughts might be exaggerated, but I think it’s valuable to include. If you have insights or other service options, I’d love to hear about it.
Reference
Keymetric. (2012, Nov. 1). KeyMetric - Global Call Tracking & Marketing Analytics for Businesses & Agencies. [YouTube]. Retrieved from https://youtu.be/jvA__0Szpzo
Google Analytics Marketing Platform Partners. (2018, Jan. 30). KeyMetric Call Analytics. https://marketingplatform.google.com/about/partners/company/5138341301321728/gadp/5629499534213120/app/5707702298738688/listing/5724160613416960
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