Hospitals, large health networks and small care providers are all experimenting with social media and content marketing at rapid rates to attract new patients, improve the patient experience or even support patients’ self-management. While the goals of these organizations likely vary based on the distinct characteristics of each one, the metrics for success in content marketing remain relatively similar.
We’ve outlined 9 metrics healthcare organizations can track to ensure their content marketing effectively supports their goals:
1. How long do site visitors stay on your blog?
A simple way to determine whether people are reading your practice or hospital’s blog is to track the length of time spent on each blog post. You can measure this by using Google Analytics, a free tool that allows you to measure the most commonly used metrics for tracking the marketing performance of a blog or website.
2. What is the bounce rate of your content?
Bounce rate is a metric content marketers commonly track. The more people who visit your site and leave immediately leave, the higher the bounce rate of your site or blog. Thus, lower bounce rates indicate that people are interested in the topic being discussed.
3. What percentage of visitors are taking desired action steps?
For every piece of content produced, you must always have a call to action. What do you want your audience to do after engaging with your content? You can track this action in Google Analytics by measuring how many of your visitors are clicking the call-to-actions you place throughout your blog posts or web pages.
4. How many people are submitting requests for more information from a health expert?
The simplest way to track request submissions is by creating request forms that store submission requests in a format that can be exported to Excel. At the end of each month, you can extract a list of the submission requests to determine how many people requested information from a health expert.
5. How many people are downloading supplementary content?
The easiest way to track content downloads, again, is by creating forms that have a dashboard where you can extract the details of who downloaded a piece of content. There are many plugins of this nature for blogs or websites built on web hosts like WordPress. You can, alternatively, create links that track the number of clicks associated with your download forms using Google Analytics’ Event Tracking code.
6. How many people are requesting an appointment?
Measurements of this metric will depend on whether patients or consumers can request an appointment through a page housed on your blog, official website or 3rd party. Depending on which of these scenarios matches your organization, you could either use Google Analytics’ Event Tracking code or data collected through a form.
7. How many people are watching videos?
Rather than uploading videos directly to your blog or website, consider using YouTube. This video platform has a comprehensive analytics dashboard you can use to measure the performance of your videos by days, months, or years.
8. How many people are attending community seminars?
When registering for community seminars patients should be encouraged to indicate how they heard about the seminar and whether they already follow your organization’s social channels. Those in charge of your content marketing program will need to work collaboratively with the people managing your community seminars to collect the data necessary to measure the impact of your social media efforts.
9. Is patient adherence improved with those who read your content or interact with your organization via social media?
How patient adherence is measured in relation to your content marketing program will depend heavily on the type of clinical data system your organization uses. The process for recording which patients are engaged in your social community should be outlined well in advance of launching your content marketing program’s effectiveness so that comparing clinical utilization is straightforward.
Are you currently using content marketing in your physician practice or hospital? What other metrics do you track to measure the performance of your content marketing?
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