Another channel that drives patients to your website and PMC are Marketing Campaigns. These Digital Marketing campaign tactics include:

• Social Media (Facebook, Instagram, Twitter, etc.)
• Email campaigns
• Display Advertising
• Paid Search (also known as SEM/PPC/CPC)
• Any PR activities to your community that link back to your website

Marketing campaigns are very beneficial in a number of use cases;  when you are looking to drive awareness around a health condition or specialty, when you would like to showcase a new office location that just opened, or when you have new providers joining your system who are accepting new patients.

If you work with an agency / vendor who is managing your digital campaigns, they may look for information on how to include GTM (Google Tag Manager) into the PMC portion of your website. We are happy to assist and will outline the process for you as this requires Legal and Security review. For more information, please reach out to your Kyruus Customer Success Manager. 

Please be aware that any of the above channels have a unique audience demographic. So, please ensure that your marketing campaign channels align with your business objectives and target audience. Also, please think about how you will be measuring success for these campaigns. Lastly, continuously look for ways to optimize these channels based on interim campaign results so that you maximize your return on investment.

We can capture any metrics via the UTM parameters related to these campaigns. If you add campaign parameters to your links these will surface in your GA account, as well as ours. (Campaign URL Builder) If any of your campaigns do not directly link to PMC, we can set up cross-domain tracking with you. Please reach out to our Digital Marketing Team (via your Customer Success Partner) for more information.

If you are looking to highlight specific new providers in your marketing campaign, and you have DirectBook, you can deep link directly to a specific provider’s profile page, the appointment purpose step or even the scheduling step.

If you are interested in this feature, please reach out to your Customer Success Partner.

There are two important lessons worth sharing:

• Never release a campaign you haven't tested first with the intended audience to be sure it resonates with them, moves them to action and leaves them with a positive impression. 
• Always check with internal stakeholders—finance, the call center, relevant providers and the area that is being promoted—to be sure that operationally, they are all supportive and ready to deliver on the promise or expectation you are now setting with patients.