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Clicks That Count - An Infographic for Hospital Marketers
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Clicks That Count - An Infographic for Hospital Marketers

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Investing money in your hospital’s website can drive traffic online and to your door. Primacy analyzed the traffic and paid search activity of five hospitals during 2012 to see if any patterns …

Investing money in your hospital’s website can drive traffic online and to your door. Primacy analyzed the traffic and paid search activity of five hospitals during 2012 to see if any patterns emerged. It turns out some did. Take a look at the infographic and see which clicks matter the most.

Published in: Health & Medicine

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  • 1. Clicks That Count Investing money in your hospital’s website can drive traffic online and to your door. Patients have more choices today than ever before and the web is the first place they go. Are you making sure every click to your website counts? A look at trends and data shaping your hospital’s investment on the web. Primacy analyzed the traffic and paid search activity of five hospitals during 2012. Mobile is the imperative IN 2013 a growing percentage of visitors to your hospital's website are on a mobile device. 55% 16% BY 2016 2013 2016 55% a mobile device of traffic will be on Searching for healthcare on the go For the first time ever in 2013, mobile searches for health related terms exceeded desktop searches. 2 How patients find your website 9% 83% 8% PAID SEARCH REFERRAL WEBSITES ORGANIC SEARCH 3 Investments in paid search vary by hospital size and location Average $142,860 $ 339,000 $ 79,000 On average, hospitals promote between 6 and 12 service lines via paid search.4 PAID SEARCH: average cost per click to promote key service lines 5 Bariatrics $4.70 Oncology $3.29 da Vinci $2.37 Orthopedics $2.75 Pediatrics $2.75 Maternity $2.15 Cardiology $2.36 Neuroscience $2.13 CLICKS COUNT AT CONVERSION POINTS: drive website traffic to your physician finder page 10% of paid search visitors reach your physician finder page, A TOP CONVERSION POINT TO ACQUIRE NEW PATIENTS. 6 Paid search provides a clear path for ROI $ IT COSTS $1.88 TO DRIVE ONE NEW VISITOR TO YOUR WEBSITE Paid search campaigns provide marketers with more quantifiable metrics for measuring success than traditional, offline campaigns like TV and print advertising. Considering that, $ 7 IT COSTS $18.00 TO ACQUIRE ONE POTENTIAL PATIENT VIA A PHYSICIAN FINDER REFERRAL $ THE ROI FOR A COMMON BARIATRIC SURGERY IS APPROXIMATELY $5,000 $18.00 IS A RELATIVELY SMALL INVESTMENT THAT CAN LEAD TO BIG RETURNS AT YOUR HOSPITAL. 1. 2. 3. 4. 5. 6. Source - Cisco Visual Networking Index: Forecast and Methodology, 2012–2017 Source - Google. Measured by 2012 website device visits for five regional hospitals. Measured by 2012 paid search spend for five regional hospitals. 2012 paid search spend by service line for five regional hospitals. Measured by 2012 paid search visitors reaching the physician finder page / 2012 total paid search visitors for four regional hospitals. 7. Source - Forrester 1