How doctors should read web metrics
Web metrics are a business lifeline for your private practice as a business. Let me put it differently. If your competitor is more visible for the treatments you offer, when patients are doing a Google Search, it’s time to read your metrics and act on them. Let’s unpack what needs to be done, can be done and is often not done.
marketing agencies for doctors
What are web metrics and how to read them as a doctor?
March 17, 2023
The first step to clarity about your performance
"It’s unhealthy because these web metrics are not necessarily supporting your business development if they don’t convert into additional GP referrals or direct patient enquiries. You want to make sure your metrics are interpreted by someone who knows your private practice."
On the other end of the spectrum, I meet surgeons and specialists who don’t look at what they are missing out on, in the digital space. Their only point of reference is the number of GP referrals.
The sweet spot for a successful private practice is to take the in-between approach: connecting your web metrics and your patient numbers is what we are talking about. So that is why we are unpacking and reshuffling the whole concept of web metrics today so you are longer at risk of wasting time or money in the digital space.
The world of patient search behaviour
"When it comes to understanding your own web metrics and performance data as a doctor, there is a massive pitfall. If you are unclear about what you are measuring and why you may be looking at useless data."
Many agencies will talk happily about clicks and visitor numbers but are not keen to have the conversation about the patient’s search intent, the way your content answers questions and the connection between traffic and patient numbers.
That is why we have created our programs here at Digital Practice, with a total focus on doctors in private practice.
There are three types of patient search behaviour that are relevant if you want to grow your private practice:
- Before you publish content: What are patients generally googling for, what are the common search terms they use at different stages of their healthcare journey?
- Once your content is live: What types of content create visibility for your practice? For your competitors? What needs more attention and which topics need reinforcement to create more visibility?
- Once you are adding new content on a regular basis: What type of content makes patients stay on your pages for longer? What leads directly to more enquiries or referrals? How engaging is the content when you mention your website in your consultations or when the patient refers to your articles?
Measuring all that is a serious job and your web metrics are a good indicator of your business development capacity in your private practice.
The link with content marketing
Why you need less advertising…or none at all
The myth about AHPRA compliance
"The myth was an oversimplified summary of the fact that you can not be seen to make unsubstantiated claims, promoting unnecessary treatment or communicating in any way that goes against the interest of the consumer/patient."
Take the first step today
Can you see that web metrics are only one component of the bigger picture you want for your practice? The data to set up your content in the first place can be extracted from Patient Search Behaviour analysis and we are the only medical marketing agency in Australia that specialises in this advanced type of customised market research, for surgeons and specialists in private practice. Book a free 1:1 Strategy Session to explore how you can create predictable, sustainable, and future-proof growth, using your online presence.