Web Analytics: A Digital Healthcare Marketer’s BFF
// By Jane Weber Brubaker //
Two years ago, Wheaton Franciscan Healthcare launched its new website, mywheaton.org, built on Geonetric’s VitalSite CMS (content management system). One of the top priorities of the redesign was to make it easier for visitors to find physicians, choose physicians, and request appointments. “Before we redesigned our site, I would say we were averaging about 50 appointment requests per month,” says Jaimie Somlai, Director of Digital Marketing. “Now we’re up to nearly 400 a month.”
Somlai attributes the website’s positive results to two factors: The overall upgrade of the website, and in-depth understanding of the pathways that lead people to the site, and once there, lead them to choose a physician or take other desired actions. Google Analytics has been the key to unlocking the secrets of optimization. “Using a free program like Google Analytics gives you everything you need to be able to track your online and offline efforts,” Somlai says. “It’s just so powerful. There’s no reason why any digital marketer shouldn’t be using it or something equivalent to it.”
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