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Tracking Conversions from Click-thrus to Patients

Sometimes IHR clients ask how they can know whether the click-thrus from IHR web pages actually converted into patients or customers. Ideally, the best way to track conversions would be for IHR to have the names of visitors to our websites and then follow these named users through to the client sites to see if they become patients or customers.

Of course, we don't have this kind of information, so short of that, here are some ways we can get closer to understanding if there is value for you in advertising on IHR web pages.

The following ideas start with the most general and then get more specific:

1. Trust that targeted promotion works - Most IHR clients realize the importance of doing targeted advertising, so it's enough for them to know that they are advertising on IHR's targeted websites. Many are aware that advertising is a numbers game and that typically more advertising/eyeballs translates into more patients/customers.
    
2. Patients may reach you through numerous channels - Some patients may find you through multiple channels, with each channel confirming that you are the appropriate organization or physician. For example, a prospective patient's friend may recommend you to the patient, then the patient might find your website and do some research about you.
    
3. Use rough metrics for tracking conversions - By doing some careful tracking for a certain period of time, you can establish a rough conversion metric. For example, you might find that for every 200 visits to your website, one of them becomes a patient. So, if you are paying $.50 per click-thru, then the cost was about $100 to obtain a new patient.
    
4. Use technology to track actions on your website - It is possible for you to track all users that come to your site and then complete some action on your website, such as complete an information request form or complete a request for appointment form. Feel free to discuss this option with IHR.
    
5. Ask new patients/customers how they found you - When new patients/customers come in the door, you can ask how they found out about you. It's ideal to have structured questions, and multiple choice answers, for this so that you can compare answers over time. Some issues with this method:
    
   • New patients/customers may remember that they visited your website, however, they may not remember how they got to your website. Consequently, the may not remember that they were on an IHR.com web page before they came to your website.
      
   • This method relies on someone on your staff carefully asking a few questions about this.
      
   • The new patient/customer may have come to you from more than one source. For example, perhaps they found you on the Internet and then a week later, their friend referred them to you.
      

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