Every reputable marketer will tell you that a campaign is only as good as the results it generates. Whether you like the design, messaging, content, or execution (or not)—the ultimate test of a campaign is what happens after it is released into market. But how can you tell if a specific campaign is working? How can you test one approach against another to see which one performs better? It’s all about tracking your stats.
From this information, you should be able to see the impact of each campaign and translate that impact into ROI (return-on-investment) for your practice. How do you get started? Here are some simple steps:
For each campaign, from monthly newsletters to social media, you should track when it was released to the public or “in-market”. Now this can get tricky for direct mail projects, such as monthly newsletters. These might mail out on the 1st of each month, but may not be received in mailboxes until the 7th or 10th of the month. Therefore, you will need to track the mailing time for these pieces. Include your office on the mailing list and track how many dates it takes the newsletter to be delivered. This can be a rough estimate for the rest of your mailing list (given that they live in the same zip code or close geographic area.
Find a consistent, reliable method of tracking how many people respond to a campaign. Responses do not have to # patient visits. Instead, look for changes in # of referrals, # of direct responses, and # website appointments. For example, say people receive your newsletter on the 7th. They open the mail and read the newsletter throughout the following week. Then they call in for an appointment, but your PTs are booked for the next week and they wind up making an appointment for the 20th. That is almost 3 weeks after your newsletter’s in market date!
So how can you accurately attribute a response to the campaign? Try these 3 simple tips:
Time to break out those college statistics class textbooks (just kidding)! Analyzing your results is key and should be part of every marketing campaign. How can you determine the campaign’s effectiveness and ROI if you do not review the responses and impacts to your practice’s stats? Here are some easy ways to do a quick, effective analysis:
Look at your weekly stats (# patient visits and # referrals) for the entire month. Compare each week with what promotions or campaigns went into market during those weeks. For example:
So with Week 1 as a baseline, you can determine the following:
Tracking your results is critical to the success of your marketing and to your overall practice. By knowing what works (and what doesn’t) you can make informed decisions to guide your marketing plan and budget. Want to learn more and see how you can implement successful campaigns? Check out our physical therapy marketing today!