Ophthalmology Business

OCT 2013

Ophthalmology Business is focused on business topics relevant to the entrepreneurial ophthalmologist. It offers editorial, opinion, and practical tips for physicians running an ophthalmic practice. It is a companion publication of EyeWorld.

Issue link: http://digital.ophthalmologybusiness.org/i/197424

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Page 22 of 27

From online to clinic by Ophthalmology Business Staff Writer How to increase patient conversion through online tracking Y our practice has its own website, it's on Facebook and other popular social media sites, and you're advertising online, but are you targeting the right people and successfully converting them into patients? Kay Coulson, founder of Elective Medical Marketing, Boulder, Colo., said it is important to understand every step of the process from generating initial interest through to the patient visit in order to optimize your practice's marketing efforts. Understand who's considering you "So much of the [marketing] activity has gone online that we're making sure from a pay-per-click standpoint, with all advertising done through Google, Bing, and Facebook, that we understand the interest that we've generated and that we can track it," she said. Through the use of dynamic phone numbers, practices can track how many calls were generated from advertising. Ms. Coulson said her company uses a call tracking service that will identify the keyword someone used to make a search and from that keyword what ad was generated, what landing page was visited, and whether the person made a call to schedule. "It's the same with form submissions. If forms are submitted online for someone requesting a visit, we're able to track and attribute that visit to advertising," Ms. Coulson said. Google Analytics can be used to monitor who's visiting the practice's website, who's viewing pages for the first time, who's a repeat visitor, and whether these visitors are in the right geographical area. "[Practices] may find that the parameters they've set for the type of people they're attracting to their site are too wide. They might be national when they really need to be targeting within a 20 or 30 mile radius of the practice to make sure those people have a reasonable likelihood of scheduling a visit," Ms. Coulson said. continued on page 24 October 2013 • Ophthalmology Business 23

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