Tracking Your Marketing Results

If you’ve ever attended a marketing seminar or have ever hired a marketing firm for your elective surgery practice, you have undoubtedly been told to track, track, track. Creating a marketing campaign is only part of the battle. Anyone can come up with catchy, creative or flashy ads to run in traditional or online mediums – or even targeted emails. However, if you aren’t tracking the results there is no way to know for sure if they are truly effective.

You won’t know if you are throwing your hard-earned money away.

You may be thinking, “Of course I would know if they are effective – we would see an increase in leads!” While this is true, getting the lead is just part of the battle. You want to make sure you are attracting quality leads over quantity. For this you need to look deeper within your metrics to gauge how effective your marketing is for increasing your:

  • Leads to consultations
  • Consultations to surgeries
  • Leads to completed surgeries

Good Baseline Numbers for Conversions

Now that you know you need to track, you may be wondering what types of results you should be expecting from your efforts. If you are marketing to the right people, at the right time, through the right medium, with the right message, then you will be generating quality leads that have a greater likelihood to convert. Here are some good baseline numbers to shoot for:

  • Convert 65% of your leads to consultations
  • Convert 80% of your consultations (candidates) to surgeries
  • Convert a minimum of 50% of your leads to completed surgeries

If you look at your own database of leads and patients, how do your percentages stack up? If your success rate is nowhere near these results, you may need to consider making some of the following changes:

  • Advertise in different mediums
  • Change your messaging
  • Have your staff trained in sales and closing techniques

Fast Track Marketing provides a Practice Analysis service to help elective surgery practices determine the effectiveness of their marketing efforts. To learn more, contact Brandi Musgrave at 303-447-9192 or brandi@fast-trackmarketing.com.

Visit our blog later in July to learn about baseline metrics for cost-per-lead and cost-per-surgery.