As fewer patients opt for traditional means of healthcare and search for more convenient, easily accessible and cost-effective medical providers, telehealth has quickly emerged as a viable alternative in the market.
The cost-effectiveness of telemedicine could save healthcare consumers billions according to a study by Towers Watson that found telehealth could generate $6 billion in annual healthcare costs savings. So, the question becomes, how can healthcare marketers utilize the emergence of telehealth to better understand consumers and serve their needs?
The answer: Follow the data.
Assuming you’ve defined your KPIs and set up analytics to track and measure the performance of your telehealth marketing digital campaigns, let’s dive into what some of the more granular data points could tell you about your audiences.
Audience Stage of Awareness
Let’s consider paid search and what data you can dig into that will help you more efficiently and effectively drive patient acquisition. First, take a look at which types of keywords are driving the most clicks to your landing pages or websites.
Are they general brand keywords? Non-brand keywords? Specific intent keywords?
Once you’ve identified the types of keywords that are driving the most traffic, calculate your cost per acquisition based on those keywords.
If you’re seeing a low conversion rate relative to the volume of clicks, the issue could be that the traffic is poorly qualified for your offer.
Take a look at your specific intent keywords – chances are you’re seeing a lower click volume but a much higher conversion rate and, subsequently, a fairly low cost per acquisition. These keywords are driving more action from qualified traffic at the bottom of your funnel.
User Journey Mapping
You can also start to model the evolution of your audience segments and, through your website’s first-party data collection solution like Google Analytics, figure out which ads drove users to your site and subsequently which pages they visited and eventually exited. This is one way to start measuring customer touchpoints end-to-end within these types of user engagements.
Exercises, like mapping the user journey and defining segment awareness stages, can help you create better structure in your campaigns and increase the relevance of your advertisements to the users who are most likely to resonate with your message.
When it comes to educating users on the value and usability of your telehealth offering, the data can also help inform the types of content you need to build for your site. Learn which topics are providing the highest value by analyzing paid search and organic search queries in Google Search Console or by utilizing a paid tool like SEM Rush. If your site has gaps in what users are searching for versus the content you are offering, then this becomes your first area of focus. Offering content relevant to the users’ search queries means your site will be found more often when potential patients search.
From here continue to analyze your data and make adjustments in your digital marketing plan based on what you learn.
If you’re looking for help understanding your data or with how to turn your data into marketing insights, send me a note and let me know what your current concerns are with your telehealth marketing program. I would love to determine if I could be of help.