Most of our marketing budget is expected to produce a measurable return

We know the performance of each digital marketing channel

We have different return goals based on service or treatment we provide

We care about multi-channel attribution and touches to convert

We can track from inquiry procedure by media channel

We have adequate daily/weekly marketing reports that are consistently reviewed

We have a unified multi-channel content strategy (email, SEO, blog, social)

Our marketing efforts are targeted to established personas

We produce engaging/educational service line and symptom content by calendar

We know where our target prospects are online, and we engage with them in those places

We know who the digital influencers are in our space, and we collaborate with them to expand our reach

We monitor social platforms for patient satisfaction and commentary

We have a site that is well optimized for SEO

We have accurate local community content for our network

Our content produces more visits and engagement over time

We have established KPIs and standard metrics of our SEO programs

We monitor and manage for clearly winning or losing media channels

We test and optimize our display and video creative

We have a dedicated testing budget in place

We optimize media and PPC to new patient acquisition goals

We consider multi-channel attribution when optimizing, evaluating and reporting on various media channels

We geo-target our digital marketing for population opportunities

We understand how offline marketing efforts are impacting digital efforts

We test our landing pages and report on conversion

We deliver an effective mobile experience

We have improved our conversion rate within the past 90 days

We understand the most common user path from site visit to conversion by service line

We test both form and phone conversion elements

We have run a segmentation analysis of our patients and know the persona of our “best patient”

We measure marketing ROI based on patient Life Time Value (LTV) or profitability

We have new patient acquisition goals

We differentiate leads by quality, stage or reimbursement value

We have a CRM to keep in touch with patients and prospects

We send different marketing messages to different patient segments

We are confident that we handle marketing inquiries in a HIPAA compliant fashion

We are confident that our sales/marketing team is trained in Medicare/Medicaid, VA patient and anti-kickback statutes

We are confident our staff and agency partners are aware of and trained in state-level medical marketing rules (TX, CA, FL, etc.)

We are confident our website and marketing collateral makes no unsubstantiated efficacy claims

We are confident any testimonials we quote comply with FTC guidelines

Our service line facilities strive to live answer 100% of inbound calls

We measure call back times and response rates from inquiry/lead forms

We identify/track the media source of the calls that come into our office

We report and categorize the dispositions of non-converting leads

We measure cost/new appointment, cost/consult for each service line

Our call center is well aligned with marketing

We target all creative to established personas

We have winning “control” creatives which we test against

The prospective patient experiences a consistent journey from marketing channel to online destination

We have confidence that our value proposition resonates with our target

We monitor creative execution and messaging of our competition

Contact Response Mine Health for a Professional Hospital Audit

ResponseMineHealth.com 404.800.9499

Hospital Marketing ROI ChecklistGrow business for service lines. Grow patient volume.