Digital communications over the internet have opened, to hospitals and healthcare organizations, a growing trove of marketing channels; particularly those built around search and social networking.
With an opportunity of abundance comes a challenge of control. Using social media marketing to build awareness and affinity around your brand and web presence can be a boon, but trying to understand the complexities of how well your marketing vehicles perform online can seem like an anchor.
A solid digital presence relies on your ability to recognize your reach and influence within the world of the web.
Significant resources are often applied to this challenge, but there are free options available that give healthcare managers – marketing or otherwise – access to basic measures of engagement and effectiveness. These tools measure an array of elements; from visitor page counts and tracking, to the ‘hottest’ spots on your site (through analysis of click patterns).
These examples cover many of the more popular marketing channels on the web:
Maximizing viewer engagement and optimizing your reach is at the core of success in any digital marketing campaign; and social media marketing on the web is becoming a more and more valuable ‘community communication’ channel for healthcare organizations. Measuring the impact of your campaign on the web should give a much better picture of overall effectiveness.
Have you had experience or success with measuring your online impact? If so, how has it impacted your present marketing efforts?