How to Measure ROI on Your Dental Marketing Program
Episode 2 of our Kleercast webinar series features Nicole Toudouze, CEO and founder of Transcendental. With 14 years of branding and advertising experience and 12 years of dental marketing expertise, Nicole will share valuable insights on how to grow your practice by implementing a measurable, results-driven marketing plan.
Key Highlights
Marketing is an investment in the growth of your practice. In dentistry, there can be a stigma around marketing, specifically with it being a costly investment. Still, it is an investment in your growth the same way training, hiring talented staff, and purchasing equipment and technology are investments in your growth. Marketing is no different. However, when investing in marketing you want to ensure you make the most of it.
Importance of a Measurement Plan
No marketing strategy is complete without a measurement plan. This is especially true when a practice is doing marketing on its own, as they tend to approach it from an ad hoc perspective rather than through the lense of demand generation.
A marketing measurement plan translates your business objectives into measurable metrics. It ties back the metrics to the objectives and goals you set in your marketing strategy. Each practice will have different objectives, such as new patient volume, increasing the average value, or patient production. You need to define your goals and ensure that your measurement plan and strategy can quantify your achievements.
Common Measurement Mistakes
Not Defining Business Objectives:
Many practices must consider their goals before jumping into tactics like direct mail, Google ads, and website building. For most practices, the goal is acquiring new patients, whether it's for general, cosmetic, or restorative purposes. Increasing website visits and call volume is the primary way to achieve this goal.
Not Defining KPIs:
Another common issue is the need for defined KPIs and better tracking and measurement across marketing campaigns. It's not enough just to have goals; tracking and measuring the return on investment is necessary to understand how a program is performing. Verbal sourcing, or asking patients where they heard about the practice, can be unreliable as most patients will say "Google" due to the importance of reviews. Ultimately, you'll want to know where patient traffic is coming from and what campaigns or channels are best converting searches into appointments.
Not Tracking Performance:
When it comes to tracking and measuring the success of your marketing programs, there are several tools and strategies you should consider utilizing.
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Google Analytics 4 (GA4) allows you to set up conversion events, such as how many people clicked "Book an Appointment" from a particular ad or submitted a contact form. GA4 can also track online scheduling, and mobile clicked calls.
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Google Search Console can help you understand how your site is ranking organically.
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SEO software like Semrush and Ahrefs analyzes your site's organic performance. This includes tracking specific keywords and understanding what people in your area are searching for. SEO mistakes can consist of focusing solely on vanity searches rather than monitoring your rankings for essential procedures or keywords.
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Meta Business Manager, which includes Facebook and Instagram, allows you to track impressions, engagements, and actions taken on your ads through social media.
Not Giving Campaigns Adequate Time to Build Momentum:
It's essential to give your marketing campaigns enough time to work. Whether through Google, Meta, or programmatic alternatives, online advertising is driven by algorithms, which go through a learning phase. During this phase, these algorithms optimize your ads and gather data. This data provides insights to optimize the campaign further.
Give any marketing strategy at least three months before making any decisions. If you pivot too early you're likely not giving the algorithm time to catch up, and making assumptions rather than decisions based on statistical relevance.
About Transcendental
Transcendental is a strategic marketing agency that fosters growth for practices utilizing data-driven insights and a unique, proven dental marketing methodology. Our exclusive methods are formulated with insights from working with practices nationwide and are designed to transcend dental norms.
About Kleer
Kleer provides practices of all shapes and sizes with the ability to offer customized dental membership plans directly to patients. Our easy-to-use platform is secure and scalable, expertly designed to grow with your office, integrate with existing tools, and support unlimited locations and patients.
To learn more about Kleer's full suite of automated and digital marketing tools to improve the growth and success of your dental membership plan, schedule a time to chat.
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