Hospital Marketing
You're making sales with data?
I'm not sure if any of the commercials we've been promoting are paying off.
- the director of a hospital A
These days, digital marketing is becoming a very important word for advertisers. The days when simply using certain media have gone by, and the inflow of customers has become complicated due to various advertising media and channels, I feel even more uncertain about how to manage marketing.
A hospital's Google Analytics Attribution report shows that customers go through a variety of channels and media to reach their final goals. So the idea that certain advertisements are really dramatic may be very few experiences at this point. Because now we have to engage our customers on a variety of channels and locations, and we actually have to bring them the action that we want to them to do.
Through a meeting of hospitals with Barum, let's figure out how to do marketing from a hospital to a client's perspective.
The monthly advertising fee alone is over 20 million Korean won. But I'm not sure about the advertising effect of new customers.
When we organize statistics in hospitals, we check most of the inflow routes through the introduction, the Internet, and offline advertisements. But in checked data, it looks like most of the patients who come in through the introduction. In fact, the results showed that before marketing with Barum, more than 80 % of patients entering the hospital were introduced.
But once we updated the actual data and statistics inside the hospital, the referral patients were less than 50 percent. Most of the introductory patients were found to have entered A cosmetic surgery online. As such, advertising performance should be measured according to the flow of customers rather than the recent inflow route. To do this, we need to be able to collect and analyze insight data from websites and social platforms and search channels that we use.
In fact, I think online reports are different from the customers who visit the hospital
Setting up and tracking the goals of the customers who visit the website can't even track their actual visit to the hospital. Instead, how many customers are doing what we want them to do? What advertising has achieved the goal? You can see if the actual cost of advertising is appropriate. And if you combine statistics with hospital statistics, you can see how the cycles of online and offline data move in a similar way, and you can reflect the performance of advertising. In addition, you will soon receive offline data and integrated data analytics. The time is approaching for data analytics to be available in business stores, hospitals and others based on data that has been finally tracked and analyzed to offline behavior.
With the Google Analytics account, the Store Visit Analysis feature will be launched, and store data will be available in Google Analytics reports from the next 60 days.
So how do we see what our customers are achieving?
Hospitals are different from regular e-commerce malls. So you also have to set a different goal.
Recently, the hospital has been visited by customers through various channels (message counseling via Kakao Talk Plus friend and Naver TalkTalk, text messaging counseling through pop-up on the homepage, online counseling bulletin board and telephone inquiry).
Marketing data analytics can change marketing plans and strategies depending on which path they are taking and which platform they use more often for visiting our website
Can we use this data to run ads?
Just by efficiently distributing and operating marketing media, you can expect the results of your data analytics. And if we can find improvements on the homepage and fix them, we can build a more customer-oriented marketing process.
Google search engine optimization and home page analysis tools make it easier to acquire our information and reach purchasing decisions by analyzing the website behavior of customers who have entered through marketing.
[Google Search Engine Optimization]
Finding Marketing Enhancements Part 1
https://brunch.co.kr/@bigaid/95
Finding Marketing Enhancements Part 2
https://blog.naver.com/barumit/221707454797
Finding Marketing Enhancements Part 3
https://blog.naver.com/barumit/221714085185
Finding Marketing Enhancements Part 4
https://blog.naver.com/barumit/221720729501
Barum helps with marketing operations based on data analysis. Discuss and carry out short-term marketing outcomes to long-term marketing plans with marketers who visit the hospital weekly or monthly.
Experience the digital marketing of the hospital from a customer’s perspective with Barum.
