Your ultimate objective with PMC is to increase the number of patients who book an appointment with a provider online (i.e. conversion rate).

As discussed in other digital marketing courses, you will need to maximize your FIND and ENGAGE in order to maximize your CONVERSION in PMC. It is all tied together.

Here is an example of a Digital Marketing Funnel:

For a specific time frame this funnel shows the amount of “Web Sessions”/FIND, “Searches”/ENGAGE and the amount of “Facilitated Appointments”/CONVERT. The percentages indicate the drop-off rate at each step in the funnel. At the last step (“Facilitated Appointments”) we calculate (based on our research) that 30% of the patients show up for their appointment. We compare these percentages with a similar customer and with all our other customers combined.

So in the example above: the “Appointment Requested” button was clicked 9,832 times. So, the Facilitated Appointment Metrics is 30% of 9,832 which is: 2,950 facilitated appointments.

This graph helps a customer understand how they are doing compared to other customers.