One interface ranks supreme over all, the ASC website. Metrics have gone from “traffic” to “impressions” to “clicks” and now have finally arrived at “conversions.” We now track conversions as they happen in real time. The result is a Lead. It could be a phone call or a form fill but the lead represents real revenue potential and the deliverables you will see here assume a few key elements have been developed properly.
The ASC brand must be portrayed with conviction and consistency at each point of customer contact with a clearly defined target audience that understands the most compelling benefit that differentiates you from the competition. Simple right? Maybe not but, when developed and run properly, your media campaign should average:
• Medicare: 21 percent
• Cash Pay: 15 percent
• Non-Premium: 15 percent
• Premium Insurance: 49 percent (25 percent of premium result in procedures or cases)
Premium leads include: Aetna, BCBS, United Healthcare, Cigna
This is according to2ndLAW Media case studies of campaign performance and media costs in Dallas, Texas for Q4 2013 and may vary by market.
Lead production is always budget based with minimum thresholds but the average rate should be between 3.3-1 and 4-1 for ROI.
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When talking to your agency, stop talking traffic and start talking lead generation.
