When measuring the success rates of an online health care marketing or education campaign, there are dozens of metrics. No matter how you measure it, the goal is to get visitors to take action after visiting your site. Consider this goal to be your health care site’s marketing “batting average.”
According to aggregated average Google Analytics website metrics, the average user visits 4.2 pages, spends 169 seconds on the site and has a bounce rate of 44%. Branded pharma sites have a closer to 60% bounce rate. Such success rates are not surprising since the vast majority of health and medicine marketing or educational websites tend to be mundane, biased, and have no clear expectations of the user.
The rates for banner ads are far worse. KISSmetrics claims the average CTR (Click-through rate) for banner ads is 0.25%. C & T Magazine publishes CTR of 0.10 for the US Rich Media ads – a microscopic conversion rate.
Unlike in the great game of baseball, in online health care marketing, low percentages (success rates) have come to be expected. In the Major League, a player who has a batting average 20% higher than average can get to the All-Star game. On the other hand, a player with a batting average 20% or lower than most players is headed to a career in the Minor Leagues.
When we get up to bat, Medicom Health Interactive’s clients routinely see that 50% to 85% of users who start our online health and medicine website continue on to the Summary. Our completion rates are consistently > 50 and at least 15% of our users take action by printing their custom summary report or creating a PDF, with the assumed intent of using this information to take action by seeing their health provider. Intrigued visitors will view more pages and spend more time “on base” as well. Our viewers average > 6 minutes learning about their health.
Human beings are curious by nature. We like to solve puzzles, see what lies ahead and understand the past. At Medicom Health Interactive, we believe that online health and medicine information seekers want to explore and find out:
- What is wrong? (with me or my loved one)
- Why did this disease happen?
- How can I make it better?
What is your health and medicine website’s batting average? Don’t be content with poor health care marketing or education success rates. Play in the major league. Motivate and inspire patients to take action and improve their health.
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