Health care providers offer web sites that encourage interaction. Measuring the exchange of content consumption, claim submissions, unique physician and customer log-ins offers tremendous insight for re-marketing, cost savings and will improve the corporate brand.

Health care providers commit significant resources to web sites to increase brand awareness, provide enhanced services and manage costs. Web sites encourage visitors to explore content with the objective of converting them into customers. And you can offer greater efficiency for physicians as they interact with your site.

For existing customers and physicians, web sites can strengthen relationships by enabling individual attention through the delivery of client specific information and offers. This needs to be tracked and acted upon.

Go Beyond Measuring Visitors and Page Views

It’s not enough to measure the number of page views or visitors that come to your site. Are they doing what you intended when you built the site?

Marketing activities are only successful if visitor conversions are identified and tracked back to the referrals and campaign that initiated them. More importantly, ‘conversions’ are not limited to ecommerce activity but include any action or activity you want your members or prospective members to complete. Conversions include such actions as registrations, doctor lookups, requests for health quotes, video plays, interactive physician chats or advice forums, opt-ins, question submissions, claim status inquiries, statement downloads and form completions.

Unilytics offers tools and services to measure this engagement at the aggregate and unique visitor level to ensure optimal service is delivered and that re-marketing is fulfilled. You will better understand how individual physicians, brokers and patients interact with corporate web sites and membership portals.

Visitor History for Campaign Attribution and Life-time Value

Also critical to campaign tracking and conversions is a system of attribution, whereby credit for positive visitor behavior is assigned to the campaigns that drove them to your site.

Maintaining a history of visitor actions enables you to know which campaign drove a visitor to your site even if they did not convert on their initial visit.

As the example above illustrates, reports can show who your visitors are, how they found your site, how frequently they return, how they interact, what they purchase and their life-time value. Integrating with email marketing systems, point of sale or other corporate database systems is possible. This provides a complete view of your customers and their interactions.

Individuals Rather Than Masses

General trending of visitor traffic is valuable, but understanding how individual subscribers interact with your services is vital. With the help of Unilytics’ utilities and expertise, you can access deep, per-visitor information which is likely already part of your web analytics collection repositories. You can extract a wide variety of information about individual visitors such as:

• Key pages and key types of content visited (i.e., content groups), such as claims processing, clinic information, services provided, etc.
• Visitor loyalty (visits per day, week or month, total time spent visiting the site, last time they visited)
• Visitor segmentation, such as engagement, utilization, personal demographics, etc.
• What led the visitor to you (initial referrer, first URL on your site, date and time of their first visit)
• Search engine information (organic and paid search, most recent searches, and searches that brought them to you)
• Which email campaign they responded to as well as recency and frequency of visits
• If they phoned in after visiting your site as a result of campaigns or search engines, which campaign or keyword brought them to find your site

Unilytics Corporation

Unilytics is a leading web analytics and web site optimization firm with specialization and certifications in Webtrends, Omniture and Google Analytics.  Leveraging our expertise with health care providers and other membership focused organizations, Unilytics has delivered tremendous value to those wanting to better understand the effectiveness of web sites.