This week, Griffin unleashes the secrets of client attribution in a Marketing Secrets Short episode. Tune in to understand how you can avoid making less money in a recession with proper attribution tracking on the latest episode of Inside Reproductive Health with Griffin Jones.
Tune In To Hear:
What you need to STOP looking for when it comes to attribution tracking.
How to get directional attribution through Grif’s secret method of triangulation.
Which metrics you can forget about, and which you should be looking at closer.
Transcript
Griffin Jones 00:04
You don't have to make less money. In a recession, you do not have to, you don't have to provide less care, you don't have to lay people off, don't have to have everything blown to smithereens, it doesn't have to happen in a recession very often it does. I for one did very well, in the last recession, who worked really hard, I was younger, that helped. But in a sense, that helped me to rise, because I saw other people phrase like deer in headlights, and I focused on trying to create value and just doing whatever I possibly could, there's a couple of pieces of value that you can shore up, that will help you to do better. And it's knowing where your patients are coming from investing in those sources, and not investing in other sources has to do with attribution, I have a very strong opinion. On attribution, I've had people come work for my firm that have had opinions on attribution. And they're not nearly as thought out as this point of view, because there isn't a perfect way to do it. And I've tested lots of different ways of doing attribution, I'm gonna give you some ways that work. But the first rule of attribution knowing where your patients come from, is stop looking for the perfect source of attribution, it doesn't exist. So sick of hearing that these these while this type of patient that comes from paid search, they're better or, or they don't convert, or they do convert, it doesn't work like that it can work that more patients that are more qualified for treatment sooner come from certain channels, but it isn't that there's one channel, that means other qualified patients, one channel that brings in pages that are qualified to go into treatment, one channel, that doesn't work at all, that's not how it works. This is 2022, God to be 2023. Maybe when you hear this episode, I don't know, there isn't three channels on the television is not one newspaper, and a handful of radio stations are market, there's infinite number of ways that people can come to hear about you. And they can even just be siloed to media, because if I see something on Instagram, or Facebook, is it because I was in that Facebook or Instagrams, that ad reach for was it because a friend of mine communicated to me through Instagram or Facebook and was word of mouth, these channels are not perfectly siloed. So don't expect them to be perfectly siloed. And also don't expect them to just be perfect, because until we have 1984 style, whatever he does, or whatever dystopian show, you're watching on Netflix right now where you can put in your wig in somebody's brain, and map all of the ways they came to make a decision. Perfect attribution doesn't exist. And in our field, even now, it's hard to make excellent because there is no CRM, that's a customer relationship management, software, HubSpot, a Salesforce that most of you don't have, and those of you that do have it using a very cursory level, because none of them perfectly communicate with your EMR, most of them don't at all, and most your EMRs are not set up to be able to track this kind of flow. So we're getting rid of the fact that, that we can't have perfect attribution, that it doesn't exist. That doesn't mean that we shouldn't get the best information that we can have, and use it to make decisions make decisions. We're looking for directional attribution, not perfect attribution. So how do we get directional attribution after you train the same triangle and the three, but you can subdivide a couple of these into four, the first thing that we have to be doing is tracking volume to marketers should be tracking volumes did an article I updated a year or two ago called shut fire my practices marketing director, that's still a good article, because it's about all of the different roles within marketing teams. And so you might say you have a marketing person, that doesn't mean anything, look up what role that is, and what outcomes they're actually responsible for, but at the tippy top, that somebody has to be responsible for volunteers. When marketers don't achieve an outcome. It's because there are lots of variables for that outcome one, and they either don't have the capacity with the autonomy to achieve to be able to work on all of the variables that improve that outcome. So you can't call the paid search person to new patients in the door. or, because all they all paid search person can do is get you more leads from paid search can't pull the brand new person to more new patients because all branding person can do in and of themselves is make good messaging and nice design. And so it all has to come together if you're going to be achieving the outcomes, that's whoever is in charge of that you're holding that accountable to, they got to have that number front and center number of new patients in the door number of IVF, cycles, retrievals, then whatever other procedures that you're trying to increase, but especially as we start to go into a recession, depending on how bad this thing is, the more you have to be able to do that. So the first thing is having the persons responsible for monitoring those outcomes. And the second point of the triangulation is the digital attribution. This can come from multiple sources and very often dies. But one of the one of the main ones, this is what I mean by you can even sub split the triangulation, but where you sub split, the digital attribution is Google Analytics. Everything that's important has to be accounted for in Google Analytics, in your form fills your request appointment submissions, if those things are different. For example, if you have a request an egg freezing appointment, that's that counts as a lead. That's a goal that has to be measured in Google Analytics that comes from a thank you page on your website, it's got to be in Google Analytics, if you have a different request appointment for anything that is about becoming a patient needs to have a page. So that can be a goal that's in Google Analytics. And last I checked, you can have like 15 goals and Google Analytics. One of them has to be phone calls, to need dynamic number insertion, and your website and the ads that you run, because you have to have, you have to know how many calls you're driving that and your marketers have to be able to know that because they have to be able to make decisions based on us, especially if we're heading for a recession, you gotta be driving towards these things, not just eyeballs not just clicks. And then from there, you can quit, especially when you're using dynamic number insertion, you can use that to actually measure the calls and the number of calls that that fall off and what you can do to do that, but I'm starting to veer off on sticking with attribution right now. But that takes you to the point of attribution, where you can see, okay, this is this is where leads are coming from. And then you can assess quality of leads after that and quality of process. Also, within your visual attribution is any place that you're running ads in, in that native in that native ads platform. And that ads platform that Google ads are running ads on Facebook and Instagram, Facebook ads, in those platforms, you're going to have some different points of attribution that need to be reconciled with Moulinex. They don't, they don't always go perfectly. Yeah, that you think is frustrating for you try doing it for a living. But Google, for example, will sometimes optimize for goals that you don't want or that you want less of sometimes you want to use the artificial intelligence and go bid right below what they're recommending. So it makes the AI work harder, sometimes Google will be lazy, and they'll just try to automatically get you into more clicks or their geographic targeting is broader than you would then what you're actually intending to do, because they want to just get the spend up. So those need to be accounted for in those digital platforms. And the third sub point of the the second Digital Point of attribution is your CRM. So upset does not perfectly talk with Google ads, or Google Analytics for that matter. But you can get a lot more information from BRM by using CRM, and at least don't have didn't did these people and then import the leads from your ads platforms into CRM, you won't get all of them. But did of the people that we have how many of them convert to treatments that you can use or how many of them at least made an appointment so that you can use some of that as part of your digital marketing as you start to build campaigns and and optimize more you can see how well this works. So we have volumes IVF volumes by month. New patients by month and then any sunbird eight Using patients, any third party patients, if that's what you're in marketing for, then digital, Google Analytics, the ads platforms themselves, your CRM. Finally one of the third point, triangulation, which is self reporting, it's still important, it still makes sense. Their self reporting in and of itself is not reliable. People will say sources that you don't even advertise on or they will totally, maybe they'll just do the last thing that they can think of. But it wasn't the most effective, it's incomplete. But triangulated with the other two points of attribution, it's very useful, and you can make it more reliable in and of itself is that we do? Every question needs to be binary, yes or no? If you're advertising the ton, the traditional radio or TV or whatever, need to ask people, did you see us? On TV? Yes or no? Did you? Did you hear a radio commercial? Yesterday? You least need to know? Are they perceiving it in someone? Did you see us on social media? Yes or No? Were you referred to a friend? Were you referred to us by a friend? Yes or No? Were you referred to us by a doctor? Yes or no? So these are binary questions has to be yes or no, you have to calculate the acids, you have to calculate the numbers, you do at least be able to see, is this particular channel, registering with them? In some way? And if it's not, then you get rid of it. The final question is not binary. It's a drop down of all of these ways. What was the most influential in your choice to selecting our practice? And then it's just all the the what had been questions are now your options. So social media, referred by that groups, or by friends, etc. Those two pieces of information help to balance each other out. So you can see, okay, are these things even registering with people is, is this making an impact and have all of these things what seems to be making the most impact because when you balance those two stories together, you'll see different stories 60% of patients, fertility patients, our patients are referred to their AI by a doctor. But only 21% of total patients say that being referred to their Rei by a doctor was the most influential factor in choosing their their doctor location is number three areas number two, at 20%, referred by a friend is 90%. So I will often see this with digital marketers is that pesos is a marker sit at all time paid social work, paid social doesn't work. It's all about paid search. Gotta do higher intent, keyword search. That's what that's what's driving traffic. See, you look at the Google Analytics, you can see it, yes. Who you can't see is all of the things that people are saying to each other because they saw it on their social media, we didn't have that 20 years ago, we didn't have people telling their friends that they went through fertility quest more than they saw specialists at their throat. And when I first got into the field, do nothing but organic social media, because I didn't have any of the background do this other stuff or any money to hire other people that did this other stuff. I got results for people using organic social media, because it was just the word of mouth friend referral. And that's the number three influential reason why somebody chooses to practice it's 90% of fertility patients that have the most influential factor. A lot of that's coming from social media. So you got to put all of these things together. To make the story clear, and you're not doing this in the EMR. EMR is not the place to report attribution doesn't belong in some of these charts. It's not one question such as one question that happens at the at the phone call, because it's got to be done in this way. Prior to COVID. Now, a lot of you are still doing just telemedicine for for new visits or for many of you are doing a hybrid choice. We used to just have clients buy a tablet, put Survey Monkey on the tablet, and we just make the client do it for every single patient that work the best. Since COVID, it gets trickier you have to be you just have to be more on top of that. If you're doing this type of new patient attribution for for new patients, but you can require that when they when the rest of their forms are due. But it is more operationally intensive. So doing these three things, properly tracking volumes against digital attribution coming from Google Analytics, the ads platforms themselves and CRM if you had one against self reporting, that is multi question binary and then final question, non binary, that is not done in an app, not multiple choice, I should say for that last one. It is not done in your EMR. Doing all of these things is going to give you the best information that you need to see where your patients are coming from. So you can invest more indoors those sources so that you spend less money during our session, and that the money that you are investing, you keep investing in because it's the one bring people in, it's not an expense, it's an investment. You need that information all the time, but you can't get away without in a really bad recession. Hope this is really useful to you, and I hope you are able to implement soon if you need some help with it. Just email me Griffin that fertility bridge.com
You've been listening to the inside reproductive health podcast with Griffin Jones. If you're ready to take action to make sure that your practice thrives beyond the revolutionary changes that are happening in our field and in society. Visit fertility bridge.com To begin the first piece of the fertility marketing system, the goal and competitive diagnostic. Thank you for listening to inside reproductive health