Performance practice marketing

We make the success of your marketing measurable

What does that actually do for me? Have you asked yourself this question with regard to your Practice marketing have you ever asked this question (and not received an answer)? Then your practice marketing has probably gone like this so far: you have booked an advert, invested in a new Practice homepage or placed Google Ads adverts themselves - and hoped that the investment would somehow pay off. But which Return on investment (ROI) of these measures at the end of the day was anyone's guess. Did the practice phone ring more often than usual? Maybe yes... who knows? 😉

Would you prefer to know in black and white how many patients you have gained through your marketing investment?

Then performance practice marketing is the better way to go. This is because we can use special techniques to precisely allocate contact enquiries to the respective marketing measures and thus show you transparently how much you had to invest per measurable contact.

What is performance practice marketing for doctors?

Measurable reactions, more transparent cost-turnover ratio

Performance marketing is of course not only used in practice marketing, but is a general approach to marketing. With Wikipedia The following definition can be found, among others: "Performance marketing is the use of online marketing tools with the aim of achieving a measurable response and/or transaction with the user".

This means that the measures used here are specifically aimed at performance, i.e. the efficiency of marketing measures. In addition to advertising media (such as Google Ads), this also requires certain measurement techniques that can be used to track the reactions of potential new patients. The traceability of the reactions can go so far that even the type of interaction can be determined. For example, did the patient who became aware of the practice through a Google Ads advert click on the telephone number to call? Did they fill in the contact form and send it off? Or did they directly use the Online appointment booking used? These evaluation options characterise performance marketing.

In addition, it becomes transparent which measures work particularly well, which can be dispensed with or whether modifications to current campaigns are necessary in order to advertise even more successfully. Particularly with regard to online marketing measures such as Google Ads or social ads on Facebook/Instagram, more and more enquiries can be generated over time through constant testing, evaluation and optimisation.

You learn from the measured reactions what is well received by the target group and can then further develop the current campaigns in this direction.

Of course, this also involves a certain amount of effort and expense. However, simply planning measures "in the blue" or leaving campaigns that have already been launched to their fate is certainly not the most skilful approach.

This is what performance practice marketing can achieve, among other things

What is clicked?

We can track the reactions of your target group using our analysis tools. This means we can determine which element on your website or landing page (e.g. buttons, telephone numbers, contact forms or other elements such as online appointment calendars) is clicked on and how often. The measurement results provide optimum transparency and are the basis for detailed analysis and further development of campaigns.

Which campaign or marketing channel performs best?

Google Ads, Facebook Ads or Instagram Ads? We can measure the performance of the individual measures selected individually and independently of each other. This gives us a precise overview of the effectiveness and optimisation potential. We can also understand which channel is most likely to persuade your target group to make contact.

Where can you go further?

As we regularly review the performance of the selected measures, it is also possible to optimise or even stop them at any time. In this way, we can help you to increase the success of a measure while it is still running. The overriding goal is always to reduce the capital investment per measurable contact or at least to keep it within a profitable range.

Ways to measure success

There are various methods of measuring the success of a marketing campaign (e.g. using Google Tag Manager, pixel tracking, telephone tracking, etc.). In practice, different methods are often combined in order to draw conclusions. Of course, the choice of method always depends on which advertising measures are used.

However, the aim should always be to digitalise the measurement as far as possible. Using the medical history form to find out where you learnt about the practice, on the other hand, is a very time-delayed, time-consuming and inaccurate method of determining the success of a campaign.

We will be happy to advise you on digital performance measurement and show you which measurement technology is best suited to your planned campaign.

Performance report provides insight

If you commission us with performance marketing for your practice, you will receive a monthly performance report from us that transparently shows how much has been invested and how many measurable enquiries have been generated.

At the same time, we compare the values from the previous month to show progress. Our aim is always to reduce the amount invested per contact or to keep it at a low level. To achieve this, we constantly scrutinise and review ongoing campaigns - i.e. if a campaign is not achieving good results, we make changes and optimisations.