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Are You Analyzing the Correct Data?

November 27, 2012

Analytics are an aspect of healthcare marketing and SEO that cannot be ignored; to do so would be akin to running through a corn maze with a blindfold on. You know your ultimate goal is to get to the end of the maze, but you have no idea how to get there. Marketing agencies in Los Angeles and Scottsdale often tote their marketing practices, but tend to place analytics on the back burner until that end of the month report, when, in reality, it should be at the forefront of your operation.

How Well Did That Marketing Campaign Perform?

Healthcare marketing agencies need to ask themselves one key question when completing any marketing campaign, and it’s not the question posed above. Sure, you absolutely need to know how the campaigned performed, if the brand message was conveyed appropriately, if traffic on the site increased, etc. But the real question you need to be asking your marketing staff is “How did that campaign really go? Did the client see a Return on their Investment?”
The answer to those questions don’t necessarily lie within web analytics or audience surveys, but with which channels brought the most email signups that resulted in new patients for the client? Or which event resulted in the most Facebook and Twitter engagement, which resulted in active Fans who became brand advocates?

What you should be asking yourself as we move into the New Year is “how is our brand message being received, are we doing everything we can to reach our target audience,” and “are we offering everything that our Fans need to engage and become brand advocates?”

Marketing Analytics and Moving Forward

With the New Year upon us, now is the time, if you have not done so already, to take a look at your overall marketing analytics; the big picture. Healthcare marketing agencies around the nation will be doing this for clients throughout the month of December, getting client’s prepared for the New Year and new marketing ventures that will become available. At Quaintise, analyzing these marketing analytics will help our clients and our own staff improve on our healthcare marketing services by allowing everyone involved to determine which platforms provide the greatest Return on Investment, and which platforms need to be re-evaluated.