How to Get the Most Out of Your Orthopaedic Practice Marketing Budget
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How orthopaedic practices can optimize their marketing methods to get the best return on investment. We look at the overall strategy behind marketing an orthopaedic practice and then dive into the specific tactics practices should use to evaluate the effectiveness of their marketing.
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How to Get the Most Out of Your Orthopaedic Practice Marketing Budget
- 1. How to Get the Most Out of Your Marketing Budget PATIENTS + PATHOLOGIES + PROCEDURES
- 2. P3 Inbound • Marketing platform for practices by Mudbug Media • Worked with orthopaedic surgeons and practices for over 15 years • @p3inbound • P3inbound.com
- 3. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -- John Wanamaker
- 4. Figure Out Which Half Works for Your Practice
- 5. Marketing = Testing Testing is the norm. “Set and forget” is a surefire way to waste resources.
- 6. P3 Inbound As a practice, you are looking for the right P3: Patients Pathologies Procedures
- 7. Find the Right P3 Your target audience is defined by need more than demographics.
- 8. Find the Right P3: The Need “Hip pain” “Knee pain” “ACL repair”
- 9. Find the Right P3 Still, demographics provide a starting point for testing methods to reach your audience.
- 10. Tracking Your Marketing Efforts
- 11. Tracking Methods Several methods are available to help you collect information directly and indirectly from your current and potential patients.
- 13. Tracking Methods: Custom Phone Numbers • Our phone number is 504-581-4636. • Here, we have dynamically replaced the phone number to be able to track our marketing efforts.
- 14. Tracking Methods: Tracking URL • Our homepage URL is https://p3inbound.com • Here’s a tracking URL: https://p3inbound.com/? utm_source=AAOE-LA- Ad&utm_medium=Slides&utm_cam paign=AAOE-LA-March-2016 • This data shows up in Google Analytics
- 15. Tracking Methods: Web Stats
- 16. Tracking Methods: Advertising Stats Advertising stats will vary widely, depending on the medium you choose. You may see terms like: • Impressions / Reach • CPC / CPM
- 17. Evaluating Effectiveness Your Marketing Return on Investment (ROI) might look like this: • Budget • Impressions • Actions • Appointments • Completed Procedures
- 18. Quantity ≠ Quality • In our quick tests, Facebook and Twitter advertising gave us more “new follows” than LinkedIn, but the quality was terrible. • LinkedIn gave us very targeted leads. • This story may be completely opposite for your practice.
- 19. Connecting Data Can Be Difficult HIPAA-limitations can make marketing ROI trickier Start with the first two steps Impressions è Actions Surveys can help supplement this information, as well.
- 20. Evaluating Effectiveness At P3, we’re tracking form submissions and calls as one level of effectiveness. You need some sort of conversion tracking to help you measure ROI.
- 21. Always Test Your Marketing
- 22. Testing If you cannot trace the return of your marketing effort, then it is time to try something new. Is Yellow Pages working? Are mailers working? Is your website working?
- 23. • Patients on Mobile Devices • Patient Review Sites Make sure your current plan includes:
- 24. Questions? Reach us at p3inbound.com info@p3inbound.com