Decoding Google Analytics on Your Own: Part 1

Google Analytics may appear to be a jumble of data, graphs, and numbers if you aren’t familiar with the program and how to break it down. If you try to take in all the information at once, of course you’re going to get a little lost! Fortunately, it is actually pretty easy to understand and grab information from once you learn how to navigate the program. With a few helpful tips you will be able to decode your analytics in no time. So, here’s a beginner’s guide to decoding your business’s Google Analytics.

On the left side of the screen, there is a list of tabs. Simply click ‘Audience’ and then ‘Overview’. This section is responsible for relaying how many people are visiting your site and how long they’re staying. You should see something similar to the picture above

So, what does all of this information mean? Here’s a quick breakdown:

Sessions:

Sessions simply means a period of time a user spent on your page. If I visit your page, my time on your website would be counted as 1 session. Google’s tracker resets a session after 30 minutes of inactivity. So, I can visit your page 5 different times in one day and account for 5 sessions.

Users:

You may be curious why the number of users is lower than the number of sessions. Users are only counted once—even if they visit your page numerous times on different days and account for multiple sessions. So, 1 user can give you 20 sessions.

Pageviews:

Most websites have more than a single page. So, if I visit your website and click your homepage, then your about us page, then your contact page, that would count as 3 page views. Just as a sum up—I would be counted as 1 user, 1 session, and 3 page views for this visit. It’s making sense, right?

Pages/Sessions:

This one is super simple. This is the average number of pages a user viewed per session on your website. According to the image above, users typically visited 2.12 pages while on their website.

Avg. Session Duration:

Again, super straight forward. The average time users spent on their website was 1 minute and 22 seconds.

Bounce Rate:

A bounce rate is the percent of users that only visited one page on your website and didn’t interact with anything. So, if I visited your website and immediately left without clicking another page, that would be considered a bounce.

% of New Sessions:

This is the estimated percentage of new users on your website. Pretty straight forward.

Moving along, on the left side of the page click ‘Acquisition’ and then ‘Overview’. This section allows you to determine how people are getting to your website. You should see something similar to the image below.

Organic Search:

This is the number of times someone found your page from searching relevant terms online. For example, if I googled ‘summer clothes’ and I clicked Forever21’s website from the results page, that would count as an organic search.

Direct:

Super simple, this is the number of times someone typed in your url and went directly to your page.

Paid Search:

This is the number of times a user clicked your website url from one of your paid efforts. For example, if you had a paid google ad and someone clicked it—that would count under paid search.

Referral:

This is the number of times a user clicked a link to your website from another source. For example, if I was reading a blog about summer clothes on a fashion blogger’s page and clicked a link to Forever21 within the blog—that would count as a referral.

Social:

This is the number of times someone went to your website from social media. For example, if someone clicked your website link from a post on your Facebook—that would count as a social media point.

Take it step by step when deciphering your Google Analytics in order to avoid overwhelming yourself. This online analytics tool has endless data that you can discover, but as for now you’re on your way to decoding the beginning steps of your Google Analytics. It’s important to understand how many people are visiting your site, how long they’re staying, and where they’re coming from. Use this new information to alter your marketing strategy accordingly!

How to Run Your Healthcare Practice's Pinterest Account!

According to VB, there are over 100 million users on Pinterest. That is a huge pool of potential customers that you’re missing out on if your business isn’t active on this platform. You may have heard numerous people say they have a board for their future wedding, house inspiration, DIY crafts, etc. So, what does this have to do with healthcare? Trust us, there’s endless potential for your healthcare practice on Pinterest and we’re here to show you the light. If your healthcare practice has a Pinterest, but doesn’t know how to start using it, then you’re in luck. Here’s 4 steps to take after you’ve created a Pinterest for your healthcare practice.

1. Increase brand awareness.

Pinterest allows each user to customize their own page, which your practice can capitalize on. You can add your business name, logo, description explaining your services, and links to your other social media platforms. Your boards should be healthcare related, so any user browsing through your pins will be there because they are researching healthcare related information. This is the perfect time to capitalize on increasing your brand awareness and make sure potential customers know who you are. While this platform is used leisurely by users, that doesn’t mean you can’t snag new patients.

2. Gain a healthcare following.

This is key. You want to follow and pin items from users that are healthcare related. Whether they simply have a board about healthier living, healthcare trivia, etc., target these people. This enhances your likelihood of them following your account back. For example, if a pool company followed your account, would you be likely to follow to them back? Of course not, you’re running a healthcare practice. It’s important to create a target audience and find people that fit the bill. Don’t waste your efforts following people that most likely will ignore your follow. You need to show them that your account falls within their interests!

3. Create boards that users will want to follow.

While it’s important to have a board for your business and pinning relevant articles, your services, etc., don’t focus primarily on yourself. You just need to be a resource for your followers. Get creative and come up with boards that are fun, interesting, and engaging for your followers. Here’s a few examples to get your mind going: “Fitness Routines”, “Healthy Bones” “Parents Guide: Keeping Your Kid Healthy” “Healthcare Trivia” “Healthcare Memes”. Depending on your practice, you can target your boards a little further. Just make sure it’s fun and something that people would want to follow.

4. Boost engagement through contests.

What’s the point of having a Pinterest if no one is engaging with your pins? Pinterest is the perfect place to host a photo contest considering it’s a platform full of photos. You can decide how you want to run your photo contest, (Example: most creative photo with our business logo on it will win X prize) but just make sure you have enough of a following to run this contest. Encourage your patients in person to participate and get the ball rolling if organically growing your followers hasn't panned out in a big way yet. By boosting engagement, your page will see an increase in activity and followers which means a higher chance of potential patients.

Pinterest has endless potential for your healthcare practice, but make sure you’re starting with the basics and don’t get too far ahead of yourself. Following these first steps will make sure your account is in tip-top shape. Every business needs a hearty following, active engagement from followers, and great content. Start with the basics and see how far you’ll go!

6 Ways to Target Patients Using Social Media Marketing

Patients have become much more active on social media, using the different platforms to research care providers, ask questions and share their experiences. With patients taking to their smart phones to provide feedback and search for providers on the go it only makes sense for imaging centers, hospitals and doctor’s offices to have a social media marketing strategy in place.

We're excited to see more and more radiologists and other health care providers recognizing the value of social media in health care; because that has been a big hurdle to overcome. The International Society for Computed Tomography for instance, will be hosting a talk by Jenny K Hoang, MD about the importance of radiologists utilizing Twitter at their upcoming CT symposium in San Francisco.

Today we’ll explore the six ways healthcare marketers can use social media to target specific groups of patients, this way their content marketing and messaging will be built specifically for different kinds of patients.

6 Tips for Targeting Patients Using Social Media Advertising:

1.     Use Facebook advertising to share a recent blog post with a specific kind of audience. Ex: Boost your post about the difference between screening mammograms and diagnostic mammograms so it is shown to women, aged 55+ who are located within a 10-mile radius of your imaging center.

2.     If you have a list of your patients’ email addresses, you can create a look-alike list from those addresses and launch a Facebook ad campaign.

3.     New to Twitter and hoping to build your following and improve your brand recognition? Create a campaign for gaining followers. You can select your audience based on one or multiple locations, filtering by other accounts they follow, interests, behaviors event event targeting.

4.     You can also create an audience to target on Twitter based on only people who have visited your website. Just put a snippet of code on your website to collect the visitors’ info and the ad you create will show to only those users on Twitter.

5.     You can limit audiences on Twitter based on their regular behavior as well. For instance, you can limit your ad so it will OR won’t show to a group of users who are “likely to have health insurance from Aetna” which has a potential audience of up to 1.82M users.

6.     LinkedIn is the best social media platform for industry experts. This article is supposed to be about using social media to target patients, but as a provider it’s also important to provide content for others in your industry. (ex: Referring Physicians or Community Organizations) These kinds of targets are regularly being active on LinkedIn where you can pay to sponsor posts and make it so that only users with certain job titles or employees of certain businesses see the ads.

< Read More: 8 Healthcare Digital Marketing Tips >

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If you're interested in an evaluation of your organization's current social media practices, fill out the form below and we'd be glad to perform a free evaluation for you. 

Using Social Media To Target Women With Your Healthcare Marketing

Women are notoriously known as the healthcare decision-makers in their families, so it makes sense that they should be at the forefront of healthcare marketer's strategies.  Social media is a great way to engage with patients and their families, and women absolutely dominate that marketing field.  They are significantly more engaged on Facebook, Instagram, Twitter and Pinterest than men, while men lead the LinkedIn and YouTube user-base.  

Healthcare Communication News noted that women have 55% more posts on their walls than men and 8% more friends.  Additionally, each month there are 40 million more females utilizing Twitter than males.  Women also have an average of 140 more posts on Facebook than men.

In our experience, we’ve found that women are more apt to follow a local business and provide reviews online based on their experiences. Usually people only provide reviews if they have had a fantastic experience or terrible one, which is why promoting positive engagement on your social media pages is so important. By using Twitter and Facebook to reach out to female patients and potential patients, you have the opportunity to communicate directly with those with that wield the decision-making power in their families.

Since word-of-mouth has long been considered an influential referral stream in healthcare, healthcare marketers need to find a way to build buzz about their organization amongst their community. Social media is this generation’s hub for gathering recommendations, opinions and factoids about businesses, movies, music and yes, even healthcare providers.

The first step to successful marketing is knowing where your patients are, and the next most important step is getting in front of them.  By using the data from this infographic, you can more appropriately target the women in your community on social media. 

Infographic From: Ragan's Healthcare Communication News

Learning To Shift Fearlessly In Healthcare Marketing

Working with physicians in marketing has been similar to working with bridezillas a week before their wedding.  It’s hard to tell them after they’ve been planning, or practicing, a certain way for so long, that they’re doing it all wrong. Shifting without fear is possible with the right plan though.  No one is saying to lead the warpath of differentiation off a cliff of destruction, guns-a-blazing. However, a series of small changes and perspective shifts can transform a practice for the better.

Step One: Think Like Your Patient

The hardest thing for physicians to do when it comes to marketing is to forget the clinical aspects of their services. Of course it's important to patients that their doctors are top notch and that they are equipped to care for their lives, but everyone knows patient care goes beyond just wellness. What keeps you with a practice for years and years are the relationships you build. What captures the attention of new patients is how you relate to them, understanding their needs and standing out in comparison to the others that simply do not.  Terms like “clinical expertise,” “fully accredited” and “high quality services” are over used and ambiguous and mean about as much to patients as this:

Step Two: Get In Front Of Your Patients

When was the last time you made any purchasing decisions based on a billboard or commercial you saw? Okay so the E*TRADE baby is pretty hilarious, but I only recently discovered what the website even did and I still don’t use it. So why is it that DOCTORS think the greatest place to advertise is on local cable and on billboards on random highways? Never have I ever driven down the interstate and thought to myself, “Yep, today I am going to get an MRI from that white haired man in front of that big white machine.” No matter how spectacular their font is, telling me that they have weekend appointments is not a decision making call to action. You need to capture patients where they are actually making their decisions, and that is ONLINE. To quote NBC’s The New Normal:

JANE: “The internet is for people too rude to write a proper thank you note, besides I’m a people person. I did fine in Ohio with just a flyer and an ad in the yellow pages”

ROCKY: “Well you know in today’s world, if you don’t exist online, you don’t exist.”

Harsh, but true. If you’re not taking the steps to develop an online presence, you won’t even be in the running for patients searching for “family practice doctors in Tampa.

Step Three: Think Like a Sea Cucumber

Yes, you read that correctly. Everyone keeps saying that transparency is necessary but seemingly impossible in the health care industry, so taking the steps to give your patients transparency will automatically set you apart. So what do we mean by think like a Sea Cucumber? If you remember from high school biology, sea cucumbers do this crazy, gross trick called evisceration, where as a defense mechanism they turn themselves inside out and show off their organs.

Somewhat gruesome analogy, but practices can use the little buggers as inspiration to show off the inner-workings of what makes them great. We’re talking price transparency and quality transparency. Show your patients why you’re the best with testimonials, videos, resources and a glimpse into your practice. Don’t want to show people the behind the scenes? Time to shift. Not sure your pricing is competitive so you want to keep that behind the curtain? Be sure that you’re matching quality to cost. Showing patients this side of your practice makes you memorable and trustworthy as a care provider.

Step Four: Always Exceed Expectations

If you want something you’ve never had, then you have to do something you’ve never done. It is a pretty obvious statement, but it is abundantly true. If you want to build volume and revenue in a time of lower reimbursement and decreased utilization of care while reaching and helping new patients, you have to step out of the box and go beyond expectations. 

Don’t be afraid to be a little different with the delivery of your messages. For example, take a look at your website in comparison to other practices in the area. How do they compare design-wise? Be different. Are other practices only open certain hours? Be more convenient than them. Send birthday cards out, it makes your patients smile. Hand out lollipops to kids and adults that wish they were kids. Have fun things for people to do in the waiting rooms. Hold events. Don’t be absent in your patients’ lives and make them have an experience when they’re in your office. Don’t settle for standard.

Step Five: Embrace Marketing

Health care marketing is a broad term, but it's kind of like that confusing IKEA shelf you put together one time. So many screws and parts, but if you don’t use them all correctly then your TV is going to fall off and crash into a million pieces. Keep in mind the pieces of marketing: Advertising (online/print)

• Public Relations (events/media relations)
• Search Engine Optimization
• Social Media
• Web Presence
• Face-to-face Marketing with Physician Relation Representatives

 If you have a creative and effectively executed meld of all of these components, you’re geared for success.

We've established that our industry is an incredibly complex beast, and it's a beast that keeps growing and evolving. The most important thing you can do for yourself as a healthcare marketer, or anyone in the healthcare industry, is to not be afraid of change. Learn to shift without fear, because the rest of the world is doing it, and it’s only a matter of time before the health care industry will be swept up in it too.