How Healthcare Marketers Can Track Their Cost Per Lead to Attract New Patients for Less

By Lisa Bowen 

One of the benefits of working with an agency is getting to work with lots of different clients and multiple industries. So, really, no two days are alike, and that’s what I love about working at KidGlov.

But before I came here, I focused all of my energy on one industry…healthcare. I spent 16 years in healthcare, including marketing, communications, and PR. The beauty of it all is that I now get to use all of the knowledge from that long 16 years of experience to help all of our healthcare clients.

So today, I want to talk about one question that’s on the minds of every healthcare marketing director out there: How can I get more patients through my door for less?

Figuring out your Cost Per Lead

One of the numbers I like to look at when trying to achieve this goal is the cost per lead. You’ll want to view your CPL based on each tactic, as well as an entire campaign. Here’s how to tackle CPL.

  1. Take a look at the total cost of the particular piece

What was your printing, your mailing, did you buy photography, creative expenses, and any other expenses you have that’s related to that direct mail?

  1. Make sure the piece is trackable

If you’re working in the healthcare industry, anyone who’s answering your phones and scheduling appointments needs to know what that offer is. For example, if you’re offering a free get-to-know-you visit for a specific provider, your front desk staff needs to know this so they can help you track it.

  1. Know how to calculate your piece

Let’s say that your direct mail piece costs $2,500. How many leads can you effectively attribute to that piece? In the case of our example, let’s say we can attribute one hundred people calling in for the free get-to-know-you visit.

So your CPL for this particular direct mail would be $2,500 divided by one hundred, or $25.

Is this outcome good or bad?

If you do some research, you’ll realize that the average healthcare industry cost per lead is $167. So our example outcome proved to be a very successful campaign. The direct mail was surprisingly a success, so it’s something you should definitely do again.

Why is Cost Per Lead important?

For almost every healthcare provider, whether you’re a surgeon, in primary care, or a therapist, your goals are going to be based on getting more patients through your door. That is how you’re going to be successful. So when you can figure out what the cost is to get those patients in the door – to get those valuable leads that you can work on, then you’ll know what it’s going to cost you to reach your goals in your marketing plans.

You can look at strategies and streamlining processes, among other things, to become more efficient in your campaigns.

And the other really great thing is that when you start looking at your cost per lead for each specific tactic you’re using, you’re going to start seeing what works best for you. It’s not going to be a one-size-fits-all, so what works in one industry may not work in the next.

If you’re tracking your specific efforts or your specific leads and know how much it costs you to get the results you want, you can definitely use it to your advantage. If you notice that direct mail is working successfully for you, then put your efforts there and direct more of your marketing expenses where you’re getting the biggest bang for your buck.

Learn more

If you want to learn more about how KidGlov helps our healthcare clients, visit KidGlov.com/healthcare.

The post How Healthcare Marketers Can Track Their Cost Per Lead to Attract New Patients for Less appeared first on KidGlov.



source https://kidglov.com/how-healthcare-marketers-can-track-their-cost-per-lead-to-attract-new-patients-for-less/

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