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Data and ROI3 min read Healthcare marketing ROI: How to get measurable results from your healthcare publication

These five tools can help you measure your healthcare print marketing ROI.

December 2, 2019

The Coffey Team

In our busy digital world, it's easy to overlook healthcare publications. But print content marketing has a tangible presence that's hard to beat.

But we all know that print comes at a price. So like any of your healthcare marketing efforts, you want to see the return on investment (ROI)—and so will your bosses.

5 tools for tracking the ROI of your healthcare publication

These five techniques and tools can help you measure how your marketing strategy is working for your healthcare publication—and inform how you choose to adjust it in the future.

1. Invite readers online with branded URLs. Shortened vanity URLs provide a simple way to track customer journeys that begin on the printed page. And once you've enticed your audience to make the leap from print to digital, Google Analytics can follow the next stage of their journey.

Don't forget this: Be sure the URL includes UTM parameters (like the campaign source and name) before you shorten it so that your reports will reveal the true origin of your web visitor.

A custom website redirects traffic, and that makes tracking easy. The only people who will have access to your vanity URLs will be people who receive your print publication.

An added benefit: These addresses are often shorter than a typical URL, making them more design layout- and reader-friendly. For example, "morehealth.org/mammogram" could replace "YOURHOSPITALNAME.org/Imaging-Schedule-Mammogram."

There are some utilities that can shorten web addresses for you, and those utilities sometimes come with reporting features that can help you measure your progress.

2. Use online readership surveys. Who better than your constituents to provide feedback on your print publication? Add a link to the survey in your publication. Set a defined time frame for completion of the survey (we typically recommend deactivating a link like this within six weeks), and tailor the survey questions to meet your needs.

The questions can be wide and varied: from preferred method of communication, to attractiveness/readability of the publication, to what health topics they are most interested in hearing about, to what action they took as a result of reading your publication.

Participation rates in online surveys are typically low, as with all types of surveys, but the responses can be revealing. Incentivizing response is a smart way to increase participation. For example, participants could be entered into a drawing to win one of five $50 gift cards.

3. Employ trackable phone numbers. A trackable phone number seamlessly redirects to your call center. But along the way, it gives you valuable insight into which CTAs prompted callers to pick up the phone. In order to put all the healthcare marketing ROI pieces together, be sure your staff is prepared to effectively help callers and to track what they do next. Good customer service will help with conversion.

4. Track class registrations. To help tie class revenue to a specific print campaign, you can use one of the methods above—or include a "How did you hear about us?" question in the online or phone registration process.

5. Offer special promotions. Limited time contests or discounts are another good way to track interactions back to print. That's especially true if you limit them to print readers or employ print-only codes to identify where consumers came from.

Ready to get started?

Tracking engagement is a smart way to prove your publication's worth. But in order to get the numbers you want, you'll need to make sure your publication is designed to engage your readers.

Simply hearing that your publication looks good and is interesting does not translate into reader engagement. Sharing messages of successful patient outcomes and aggressively adhering to a patient-first philosophy in all interactions is a sure way to engage readers and enhance their trust in your organization.

At Coffey, we specialize in creating engaging publications. And we are experts in tracking ROI. We'd love to talk with you about your goals and how we can help. Schedule a meeting with one of our business development consultants.

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