As clinical research and patient recruitment practices becomes increasingly digitized, organizations operating within these industries will need to take proactive measures to ensure full compliance
Many healthcare advertisers are aware of search engine marketing and the need to ‘optimize’ their rankings, but fewer are clear on the distinction between (nor the relative cost and power to generate actual referrals of) its two predominant marketing strategies; search engine optimization (SEO) and paid search (PPC) marketing. This empirical analysis explores SEO versus PPC for medical online marketers and presents a valid case to why overly focused SEO efforts yield 70% less actual patient inquiries than a blended campaign.
This 4-page marketing research study (conducted cooperatively with and published by a leading medical society) contains the results of a detailed online survey of marketing investment and return for 219 physician practices across the United States. Data was assimilated to construct a picture of which media were utilized most by physician practices, what relative return each exhibited (as measured by cost-per-referral) and how these investments correlated with practice revenue. Other data on metro population effects, program tracking techniques and phone coverage benchmarking are included as well.
MD Connect has audited thousands of phone calls for medical practices, and has seen firsthand the qualities of phone reception that help to drive conversion. Conversion on phone 'referrals' varies from 15% to 70% and the difference is largely due to technique. This best practices guide contains 8 critical requirements to insuring maximum conversion with interested, calling patients.
This case study profiles a large physician practice that is aggressively marketing (spending >$40,000 per month). Detailed data is presented for 17 different marketing expenditures (via TV, radio, print, online and billboard) over an 8 month period in 2011. Client data includes tracking out to revenue dollars for each media investment (and thus clear ROI per media investment).
One of the largest body contouring (liposuction) centers in the nation (with ten locations in seven states) had MD Connect go head-to-head with another nationally-known online marketing agency in a 'bake-off' for 6 months. See how MD Connect significantly improved referral volume while decreasing costs.
This case study profiles a multi-year series of campaigns with a top-ranked US hospital. MD Connect worked cooperatively with various hospital constituents (marketing, IT, clinical, administration) to produce immediate results with positive ROI and has since expanded into multiple clinical specialties.
A leading mid-west dental practice with over 10 locations had been using a local digital marketing agency, with limited healthcare experience, to manage their digital advertising programs.Unhappy with the results the local agency was producing, the dental practice chose to trial MD Connect as their digital agency after an exhaustive search for a new digital partner.
A top 10 pharmaceutical company partnered with MDC to launch a digital patient recruitment program for their diabetes trial. After 3 mos, both parties noted several areas to be addressed that would improve the conversions of leads. This study outlines the initiatives implemented to improve downstream conversion rates.