4th blog

Web analytics in Health Care

“Web Analytics is the objective tracking, collection, measurement, reporting and analysis of quantitative Internet data to optimize websites and web marketing initiatives.”

Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends.

Web analytics is often used as part of customer relationship management analytics. The analysis can include determining the likelihood that a given customer will repurchase a product after having purchased it in the past, personalizing the site to customers who visit it repeatedly, monitoring the dollar volume of purchases made by individual customers or by specific groups of customers, observing the geographic regions from which the most and the least customers visit the site and purchase specific products, and predicting which products customers are most and least likely to buy in the future. The objective is to promote specific products to those customers most likely to buy them, and to determine which products a specific customer is most likely to purchase. This can help to improve the ratio of revenue to marketing costs.

In addition to these features, Web analytics may include tracking the click through and drilldown behavior of customers within the Web site, determining the sites from which customers most often arrive, and communicating with browsers to track and analyze online behavior. The results of Web analytics are provided in the form of tables, charts, and graphs.

Web analytics is very focused on the site, not the people who use the site. It's a bit like the old days in consumer-packaged goods, when brands focused on selling products rather than marketing to people. We must think about optimizing Web site performance from a much wider perspective.

An effective strategy for measuring and optimizing Web site performance has four key components:

· Good market intelligence


· Sophisticated visitor behavior analysis


· Excellent user profiling


· Effective site performance tracking

Good Market Intelligence. In a health care industry, every hospital knows whom to cater. For example, Asian Hospital can’t serve to the less fortunate people because of the hotel look, for sure it is expensive. With the good market intelligence, knowing the target market and where to target will increase web site performance.

Sophisticated Visitor Behavior Analysis. In order to attract customers, you should observe your visitors behavior analysis. For example, in the prices of the hospital rooms you observed that it is the last page that a visitor visits. Maybe because of the prices being so high that they cannot afford it.

Excellent User Profiling. To be able to attract more customers, user profiling can help increase web site performance. Just like on home TV shopping, those people watching it cannot really feel or experience the features of a product but still they can have customers. In a website, you need to help the clients to imagine your services in order to get them. Using excellent user profiling will help the customer imagine even by just reading your website.

Effective Site Performance Tracking. To be able to enhance and improve the website, the chosen web analytics software should be appropriate for your website. It should be effective enough to help distinguish where to improve the pages of your site.

MedNet Site Analytics (Website Traffic & SEO/SEM Reports) provide comprehensive reports with detailed graphs and information that tells you how often patients are visiting, what they're looking for and how they got to your website.

Among the information found in these reports is:

· SEO rankings per keyword/phrase across multiple search engines

· Keywords in the top 5/10/20/30 positions (pages 1-3)

· Positions gained/lost

· Overall SEO trend analysis

· Number of unique visitor sessions

· Referring search engines and other visitor sources

· Keywords/keyphrases matched

· Pages visited within your website / most requested pages

· Depth of visit (number of pages viewed per session)

· Visitors who have visited more than once

· Forms completed (number of requests for contact)

Additionally, a MedNet Visibility Specialist reviews the Site Analytics and will periodically discuss the objectives with the owner to fine-tune the efforts and ensure an optimum service plan for the practice.

The quantitative information that web analytics provides can be used to improve marketing messages and track effectiveness of marketing and advertising campaigns. You can test and fine-tune headlines, offers and promotions on your web site and track which ones resonate with your target market. Once you have an effective message, take it offline to all other marketing efforts.

If applied in the Makati Medical Center, web analytics will help them monitor customers and detractors. With this, they would be able to control easily the smaller problem to avoid making it to be a bigger problem. Web analytics can be used to detect where do their visitors mostly came from and which site is often visited. From this, improving Makati Medical Center’s website will attract more and more visitors everyday.