Healthcare organizations must embrace the most effective tools available to ensure growth. Steven Everett, CEO of Citryn Marketing explains how to use analytics to predict the future and grow your business.
- Effectively collect data
- Analyze data to predict future clients and their needs
- Plan marketing campaign around those results
What does your medical practice and Tom Brady have in common? If you are watching a football game and the announcer says that over 57% of Tom Brady’s touchdown passes are to the middle of the field, do you think his coaches use that information to plan their future plays? Would you like to analyze your business moves like Tom Brady’s coaches do to make sure your healthcare organization continues to score touchdowns? Analytics can take your game to the next level, let’s find out how!
Healthcare organizations that want to continue to grow must embrace the most effective tools available to ensure their success. One of the most effective ways to help them grow is by using analytics to help them predict the future. According to Steven Everett, CEO of Citryn Marketing, they must effectively collect data, analyze that data to predict future clients and their needs, and plan their marketing campaign around those results.
The first step is data collection. Data collection must be a multi-part process to ensure you collect all the data you need for effective analysis. The first place healthcare organizations should look to collect data is from their EHR software. They can collect data through numerous categories from type of treatment to basic demographics, such as age, sex, residence, etc. Medical practices can also use their EHR system and communication software to send out surveys to their current clientele. The information collected from those surveys may be beneficial in predicting new clientele or future medical needs of current and future clientele.
Another method of data collection is through social media. Google My Business and Google Analytics both provide a wealth of information, practices simply need to review it and see who is visiting their business. Facebook and Instagram both provide a lot of information on those who visit a medical practice’s pages and seek information about their business. Facebook pixel is an excellent source of data that helps businesses measure, optimize, build specific audiences for ad campaigns, and measure the results of those ads.
Once you have collected all the data you need, analyzing that data is the next step. For example, if a medical facility wants to market a specific healthcare treatment, knowing the demographics of the current clientele seeking that treatment can tell them who is most likely to seek that treatment in the future, and they can then target their marketing to people who meet those same demographics. A healthcare organization that is opening a new office may survey their current clients to determine how they found their services, then they can target marketing to future clients through the same method.
Another way of target marketing is through geofencing. If one your biggest referral sources is a national healthcare company, and they are sponsoring the local hockey team, then using GPS technology to trigger your ads to appear on social media to anyone entering that hockey arena provides a source of familiarity. When they visit that national healthcare provider, they may ask for a referral to your services because they saw your ads or choose you from a referral list because they recognize your name from those ads.
Genesis Medical Management recommends that the most effective way to collect data, analyze data, and effectively use those results to plan a marketing campaign for growing your business, is by hiring an expert marketing firm that is experienced in working with healthcare organizations, such as Citryn Marketing. Contact the experts and let them help you to expand your medical practice through effective use of analytics.
Genesis Medical Management helps medical organizations to thrive in this highly competitive industry. Contact us today to help you with operational management, growth strategies, revenue cycle, and real estate development.
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