As an owner of an online medical business, you are constantly striving to meet your business goals. And to meet those goals, you use your medical content performance to convert patient leads and promote your medical services. Optimize medical content is the most primary medical marketing strategy used to increase patient traffic, build your online presence, and promote your medical services. While it may be such a core aspect of your medical marketing structure, you may have been just posting and leaving it to convert patients for you.
To see any medical marketing strategy to completion, you must perform a diligent evaluation and measure it against certain performance metrics to see if it is actually benefiting you. Medical content is the same. It is a harmful practice to just post on your medical blogs and social media platforms and not measure their performance. Your ideal medical content marketing should align with your medical business goals and drive profitable patient action.
To determine the business value of your medical content, you can start by selecting and tracking the right performance metrics to determine if your efforts, budget, and resources are being paid off with high ROI rates. With the right metrics on your hand, you can eliminate useless medical content spaces in your overall content marketing strategy and work on the ones that have the potential to drive even more patient traffic than they currently do.
There are a plethora of business metrics involved in medical marketing that can be used to determine a specific aspect of a marketing strategy. Instead of measuring your medical content performance against incredibly specific metrics, you can narrow it down to the five major ones. Here are the top 4 most valuable medical content metrics in 2021 to determine the overall performance of your medical content:
- User/Patient Behavior: This metric involves the views of your medical content, the average time spent on a site’s page, patient bounce rate, pages per session, and patient traffic resources.
- Medical SEO Outcome: This metric involves the quality of backlinks, organic patient traffic rates, patient dwelling time, and the medical keyword rankings.
- Patient Engagement: This metric involves the likes and shares, comments, mentions, and medical content invitations.
- Medical Business Revenue: This metric involves patient conversion rate, cost-per-acquisition, assimilated ROI, new patient leads generation rate, and existing lead nurturing rate.
4 Easy Steps to Optimize Medical Content
After you have determined the metrics you can use, you can now proceed with actually evaluating your medical content performance, eliminating fruitless content spaces, and ensuring better optimization for the future. Here are the five easy steps to start medical content evaluation:
1. Select Your Medical Content Goals
In order to determine if your medical content is performing up to its potential, you must ask yourself, “What do I want my medical content to achieve?”. While there can be many goals for medical content to achieve, the primary ones revolve around patient accumulation and building your medical business’s online authority. Here are some medical content goals to help you determine the right ones for your medical business:
- Medical Business Awareness: Good medical content builds the authority of a medical business and builds recognition among patient bases.
- Patient Engagement: Both a metric and a goal, patient engagement can be increased by medical content since it helps in helping patients consider your medical services.
- Lead Generation: Medical content is a vital part of the patient lead generation process since it enlists patients interacting with your medical content into your medical marketing funnel.
- Patient Retention/Loyalty: You can build patient loyalty by publishing effective medical content. It attracts potential patients and retains the existing ones.
- Cross-promotion: You can use your medical content to exclusively promote special medical services.
2. Choose The Metrics That Align With Your Medical Content Goals
Now that you have successfully identified and prioritized your medical content goals, you start the performance evaluation process by measuring your medical content goals to the metrics of your choice. For example, you can use Medical SEO Outcome as a metric to determine the Patient Lead Generation aspect of your medical content.
You can cross-measure as well to obtain more viable insight into your medical content’s performance. You can use Google Analytics for all of your medical content performance evaluations as it supports most of your chosen metrics and goals.
3. Measure Your Medical Content Performance
While Google Analytics may provide you numerical data, you can sort that data into some performance factors of your own to easily determine how much value is your medical content bringing to your medical business. For instance, you can use that accumulated data of patient leads and the difference in the number of leads generated with your ideal number. Measuring your medical content performance is also a great way to identify the weak points of your medical content. If you see your medical content with low patient engagement stats, you can work on your call-to-action (CTAs) prompts better and create your medical content in a more relaxed and human tone.
4. Convert The Accumulated Data into Practical Use
The point of conducting a medical content evaluation and using metrics is to see what is working for you and what is failing. This insight shouldn’t just be restricted to numbers and percentages on a screen but should be converted into data that can be used to create better medical content and improve your medical content marketing strategies. Now that you have this data, you need to decide how to use it to optimize it. This process consists of testing and eliminating.
For instance, see the data that your Medical SEO metric has collected for your medical content. You may come across some pages of your medical site that are on the first page of a SERP. You can use this positive point to enhance them even further by adding more backlinks, sharing them on your medical social media platforms, and internally linking them all across your medical site. These pages are called “conversion champions” and can be used as an example to be followed when creating the medical content for other pages of your medical site.
Medical content marketing keeps on evolving. Therefore, it is unwise to restrict your medical content efforts to just weekly blog and social media posts. It is vital to keep everything refreshed and updated and stay diligent about your medical content’s performance to discover what works for you and what doesn’t.
Once you select the right medical content goals and learn to measure them against the right performance metrics, you can see how much value your medical content is bringing to your medical business and what needs to be cut off. If you keep your medical content gears churning, you can ensure that your patient revenue wheels keep moving forward.