Comments on: The focus may be changing http://www.greystoneblog.net/the-focus-may-be-changing/ Mon, 16 Jan 2012 08:18:05 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Neal Linkon http://www.greystoneblog.net/the-focus-may-be-changing/comment-page-1/#comment-4345 Neal Linkon Wed, 03 Dec 2008 23:26:40 +0000 http://www.greystoneblog.net/?p=105#comment-4345 Andy, you identified all the issues that most of us struggle with. But, if you have any intake forms (appointment requests, etc.), even if they just go to somebody's email, you have the beginnings of a tracking system. Capture that information and compare it to your patient database, and you'll have actual revenue from people who came in through the Web. If you want to take it to the next level, the phone numbers you embed on your site are unique. In other words, if somebody calls your Call Center using that phone number, you know it's from the Web. Use a unique URL in an ad or a direct mail piece, and you can close the loop through an integrated marketing campaign. Happy to talk about this stuff at any time. And I'm looking forward to next year's conference, too. Can't wait to see all the fantastic stuff people are doing to track and demonstrate ROI and value. Andy, you identified all the issues that most of us struggle with. But, if you have any intake forms (appointment requests, etc.), even if they just go to somebody’s email, you have the beginnings of a tracking system. Capture that information and compare it to your patient database, and you’ll have actual revenue from people who came in through the Web.

If you want to take it to the next level, the phone numbers you embed on your site are unique. In other words, if somebody calls your Call Center using that phone number, you know it’s from the Web. Use a unique URL in an ad or a direct mail piece, and you can close the loop through an integrated marketing campaign.

Happy to talk about this stuff at any time. And I’m looking forward to next year’s conference, too. Can’t wait to see all the fantastic stuff people are doing to track and demonstrate ROI and value.

]]> By: Andy Gradel http://www.greystoneblog.net/the-focus-may-be-changing/comment-page-1/#comment-4338 Andy Gradel Wed, 03 Dec 2008 21:07:56 +0000 http://www.greystoneblog.net/?p=105#comment-4338 I'm looking forward to next year's conference because ROI is our biggest weakness right now. I know we have a ton of people visiting our site. I know what service lines they're visiting. I know which service lines are up and which are down. But, I have no way to tell if the visitors on our site are the ones walking through the door. The biggest challenge is that our organization has so many ways in. We have a general information / physician referral call center, we have decentralized scheduling at the office level and I do not currently have online appointment requests across the board. Even when I get the online requests worked out hospital-wide, the big question will be how to track those patients who visit the site and decide to pick up the phone to call an office directly. It's daunting, but it has to be a priority for us heading into the new year because it's the only way we'll be able to grow our department in the coming months. I’m looking forward to next year’s conference because ROI is our biggest weakness right now. I know we have a ton of people visiting our site. I know what service lines they’re visiting. I know which service lines are up and which are down. But, I have no way to tell if the visitors on our site are the ones walking through the door.

The biggest challenge is that our organization has so many ways in. We have a general information / physician referral call center, we have decentralized scheduling at the office level and I do not currently have online appointment requests across the board. Even when I get the online requests worked out hospital-wide, the big question will be how to track those patients who visit the site and decide to pick up the phone to call an office directly.

It’s daunting, but it has to be a priority for us heading into the new year because it’s the only way we’ll be able to grow our department in the coming months.

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