What Doctors Can Learn from Google Analytics

One of the many benefits of reaching out to your target patients online is the ability to track results. But if you happen to be busy running your medical practice and tending to the needs of your patients, you may not be fully aware of the wealth of information you can get from Google Analytics reports.

Where Website Traffic Is Coming From

Google Analytics can break down website visits in much greater than just a count of the number of visits. Reports can show you if most potential patients are using mobile devices or PCs to access your site. Plus, you can see whether or not you are generating interest from patients in your preferred geographic locations. GA reports also show how much website traffic is coming from:

• Links from other sites pointing back to your site (backlinks)
• Social media pages
• Links within emails

Specific Details of Website Activity

Your practice’s website isn’t going to be all that useful if patients aren’t sticking around to check out your content or take the desired action. With Google Analytics, you can get very detailed stats on how your website is performing. This includes details such as bounce rate, referring to the number of visitors who leave shortly after arriving, and conversion rates. Reports can also show website activity right down to how long visitors are spending on each page.

Effectiveness of PPC Ads

Pay-per-click (PPC) is a form of paid advertising that can be highly effective for doctors, especially those with niche practices that target patients looking for specific services (e.g., geriatric specialists, urology doctors, chronic pain physicians). If you are running various AdWords campaigns, GA data can track the performance of each keyword along with how many of your ad clicks are leading to conversions. These details can be used to determine if you need to work on your keywords, ad copy, or landing page content.

Where to Focus Remarketing Efforts

Some visitors to your practice’s website may spend some time looking around but still leave without scheduling an appointment. With Google Analytics, you can identify and reach out to these visitors with emails or other types of marketing. Visitors who’ve spent time checking out your site sometimes just need a little nudge to take the intended action. Remarketing is also a cost-effective way to convert leads already interested in what your practice offers.

Google Analytics isn’t just for healthcare marketing that’s done online. For instance, you can place vanity URLs on your print ads and use your GA stats to track how many website visits your ads generate. Another tactic is to set up custom landing pages to track results with TV ads and direct mail. What you’ll end up with is a complete picture of your overall healthcare marketing efforts in one convenient location.