Knowing your Healthcare Marketing KPIs is critical to campaign success.
“You can’t improve what you don’t measure” – Roger Bryan
The foundation of all successful marketing campaigns is an inherent focus on the ‘numbers’ or KPIs (Key Performance Indicators). So what are the most important KPIs in a Healthcare Marketing Funnel? We’ve broken them down into four categories with eight total statistics.
You can learn more about how consumer actions support these target KPIs by downloading our Healthcare Marketing Consumer Survey
Rank refers to where your keywords rank on Google. The results are assessed primarily using both Google Organic and Google Maps rankings to measure the success of your SEO Efforts.
Performance indicators come from the Google Search Console. These data points show how the search engine is presenting your site and how users are reacting to that presentation.
Traffic is actual user engagement with your site. Measuring how many people come to the site and how many pages they view during each visit gives you an idea of your opportunity for conversion.
Conversion is the number of people that take action on your site after visiting. Conversion rates can be measured by received phone calls, form submissions, chat engagements, or other various points of financial value capture.
To learn more about how the use of these key performance indicators has created success for our clients, download our Healthcare Marketing Case Study
When building a healthcare marketing campaign you’ll choose a select group of keywords to work with. The success of your efforts in ranking those keywords is monitored at two levels.
The first is ‘all keywords’ which shows you the overall success of your efforts. The goal is to have an average rank of below 10, meaning all of your keywords are on the first page of Google for either organic position or maps positions.
The second level is the keyword group level. This allows you to measure the success of your efforts around a subset of all keywords typically relating to a specific URL on your site. By measuring at this detailed level, you can find optimization opportunities in both onsite content and offsite link building.
Your visibility score is the percentage of keywords that rank on the first page of Google. This is similar to average rank, but takes a different point of view. While average rank will show you the overall scope of success, it can be skewed if a select group of keywords are in the top spot (number 1 for organic or maps) while other keywords are ranking 50+ (or not at all). The visibility score is used to get a feeling for how many keywords you should be working on vs. which specific keywords (as show with average rank by URL) are the focus.
The goal here is 80% of keywords on the first page. If you’re not reaching that goal, you may want to look at the total number of keywords you’re working on. Do less now to get better results later.
Impressions are the number of times your website is shown within search results. The example shows that this site had 7M impressions over the last 90 days. These are considered “auditions” where Google had given web searchers the option to click on your site based on the relevance of your website to the intent of searchers. The goal is to grow your impression count between 10% every 90 days and 25% on an annualized basis.
The click through rate as shown in the sample is the percentage of people (impressions) that click on your website when given the chance. The key elements you can control here are your Page Title and Meta Description.
By looking at each page in Google Search Console, you can find opportunities to improve your titles and descriptions to make them more relevant and engaging to the searching audience. The target here is a 3% CTR.
Pageviews tell us the number of pages the users visited on your site in a given time frame. This gives us an idea of engagement with your content and is the basis for conversion opportunities. A single visitor may visit multiple pages, so we’ll also want to count the total number of users. We specifically want to measure this for organic traffic as it relates to our goal of organic traffic & conversion. The goal is to grow your pageviews between 10% every 90 days and 25% on an annualized basis.
Users are defined as “the total number of visitors for the requested time period”. We want to measure this so we know if we’re growing the number of people that we’re getting to the site and specifically to our target pages. The goal is to grow your user count between 10% every 90 days and 25% on an annualized basis.
Your conversion rate is the percentage of users that visit your website relative to the number of conversions you have. On a target page level this should be around 3%. It can sometimes be hard to measure site-wide if your site contains a lot of educational content designed for a broad audience to consume. This is most likely to be an issue in local service businesses. By focusing on the target URLs in your campaign that are designed to convert, you can better manage your overall conversion rates in a matter that creates greater business success.
Measuring the number of conversions is no different than checking to see how much money is in your bank account. At the end of the day, all of the other metrics only exist to support this final KPI. Conversions can be all types of monetized engagement such as a call, form submission, chat session, download into funnel and many more. Each target page you’re working on should have some type of conversion path or call to action that you can measure and monetize.
We’ll end where we started by saying the following: You can’t improve what you don’t measure. Before you apply effort into a marketing campaign, you need to have a base of accurate data. Use the above KPIs to take control of your marketing and you’ll find that greater ROI is much easier to capture.
Would you like to talk with the team at Patients on Demand about getting your data organized in a way that will improve campaign conformance? We’re happy to chat: Let’s Talk about Healthcare Marketing
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