The weight loss industry is not new to digital marketing. The challenge for this industry, however, is that it has unique needs and goals when it comes to measuring the success of their efforts.
This post discusses some metrics that are important for healthcare organizations looking at how they can measure the impact of their weight loss marketing strategies.
Patient Acquisition Cost
Patient Acquisition Cost (PAC) is a metric that measures the cost of acquiring new patients. It can be calculated by dividing the current sales and marketing budget with actual patient acquisition activities, such as direct mail or online ads.
The PAC measures marketing effectiveness by providing an insight into how much each additional medical customer costs to acquire through digital channels.
Conversion rates measure marketing effectiveness by looking at how often people who come to your website or mobile app actually take the action you want them to.
For example, if a hospital has 100 visitors on its website and 40 of those sign up for an appointment, then it would have a conversion rate of 40%. A higher conversion rate is desirable because it means that fewer people need to visit the website or mobile app before an action is taken.
Online Engagement Rate
The online engagement rate is a marketing effectiveness metric how often visitors are engaging with your digital channels by downloading information, signing up for your email lists, visiting certain pages on your website, and more. This can help provide insight into how your digital marketing efforts are resonating with people and how to improve them.
Click-through rate (CTR) measures how effective your marketing is by clarifying how often people who see your ad actually click on it. CTR is calculated by taking the number of clicks and dividing that by the number of impressions made for an ad.
The higher a CTR, the more effective your ads are at getting people to take action. Keeping track of this metric can help you determine what types of ads work best.
Website traffic is the total number of unique website visitors over a certain period. You can analyze this data to see how often your digital marketing efforts and weight loss SEO are bringing in new people to visit your site, which should have some positive impact on other metrics like conversion rates and patient acquisition costs.
If you are struggling to pull in patients for consultations and book weight loss surgeries, allow Bariatric Audience to help. We offer comprehensive packages that drive more patients to your bariatric practice.
Want to learn more? Check out Bariatric SEO: 4 Techniques to Double Your Organic Traffic.