Healio
Healio
ByCynthia Matossian, MD, FACS
ByDavid Evans, PhD, MBA
ByAnthony DeFino
Fact checked byGina Brockenbrough, MA

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March 30, 2024
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VIDEO: Understand the return on investment of a pay-per-click advertising campaign

ByCynthia Matossian, MD, FACS
ByDavid Evans, PhD, MBA
ByAnthony DeFino
Fact checked byGina Brockenbrough, MA

Key takeaways:

  • Pay-per-click advertising campaigns can help practices attract patients online if utilized correctly.
  • Ophthalmologists must know how to monitor the return on investment of these campaigns.

In this Healio Video Perspective, Cynthia A. Matossian, MD, FACS, and David Evans, PhD, MBA, explain the role that pay-per-click advertising can play in promoting a practice online.

Their discussion includes how to measure the efficacy of a pay-per-click campaign and how ophthalmologists can keep track of the return on investment (ROI) of a campaign.

“The best way to measure the ROI is to look at the cost of all the clicks together and see how many leads and how much surgery has derived from the pay-per-click campaign, because you can get a lot of clicks, but not many leads, and this will drive down your ROI,” Evans said.

Sources/Disclosures

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Source:

Healio Interviews

Disclosures: Evans reports being the founder of Ceatus Media Group. Matossian reports no relevant financial disclosures.

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practice management
investment
social media
 

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