Healthcare executives are often brought into organizations to help them come up with efficient ways of achieving their goals. Whether the healthcare organization wants to increase its revenue, client base, or simply find ways of engaging their existing clients more, it is up to you to use your expertise to help them achieve this.
We understand that this role is extremely stressful, especially as there are times when it can feel like the future of the entire organization lies on the strategic plans you come up with. For that reason, it’s often tempting to look towards members within the business for advice to see how they’d like to proceed to transform their business.
It’s important to remember, however, that you have been brought in for a reason, and you need to have access to tools that will help you help the organization to reach their full potential.
This is increasingly important when you consider that according to Digital Authority Partners, one in three leaders don’t have access to the information they need to make informed decisions about their company.
This means that you need to be there to fill in the gaps, and using website analytics to help you with this can be a great way of doing so.
Still not convinced?
Here are all the reasons why we know that healthcare executives should be paying attention to website analytics.
You Can Analyze The Strengths and Weaknesses Of The Healthcare Business
As a healthcare executive, one of your main job roles is likely to be analyzing the company’s current strategies to see what’s working and what isn’t. Without analytics, you are going in blind, with only your eyes to tell you the strengths and businesses of the business. This may lead you to listen to the management within the company too much, clouding your vision and causing you to implement strategies that bring no more return to the business.
You could also be changing things that are already working really well for the company because you have been unable to identify this through website analytics. You might think a company needs to start including infographics in their posts instead of the ordinary Pinterest images, but what if those Pinterest images have already increased their traffic by over 200% in just six months?
The truth is, strengths and weaknesses will differ depending on the healthcare organization you are working with.
As a healthcare executive, it’s important for you to be able to understand this on an individualized level instead of a generalized level.
This will ensure you are working on the weaknesses within the organization and building strategies to stop them from being problems without negatively impacting on the things the company is already doing well at the same time.
Well Analytics Helps Calculate the Return on Investment for Your Digital Needs
If you’re going to invest in new tools to help the healthcare organization you’re working with, you need to show them that there is a valid return on investment with their initial purchase. Not only is this good for new software and products you may want to introduce the organization to, but it also helps to understand whether existing tools are really pulling their weight.
Are they using software to help encrypt data that isn’t doing anything for their website that another app can’t do?
Perhaps you’re in a situation where a healthcare organization has jumped in and purchased many different tools that have the same functions, and you need to understand which one is actually worth their money?
Whatever the situation, having analytics that helps you to understand the true return on investment for the company can be a massive saver of time and money.
Analytics Helps Companies Better Understand The Patient’s Needs
One great function of website analytics is that they provide you with information about the patient or client accessing the healthcare organization’s digital services.
To understand patient’s needs, according to ComboApp you need to focus on engagement rates on social media, and bounce rates on the website.
You may also want to look at where most people are choosing to click away from your website, and which page of the site brings the most people to your website from elsewhere on the internet.
This information will tell you what patients are actually looking for when interacting with the company.
It will also give you a good idea as a healthcare executive of the type of content that resonates with the patient’s of the organization, telling you what the company needs to be posting more of.
This may also give you an idea of the type of content the company can easily phase out without it having a drastic impact on their engagement rates, helping the organization to focus their time on what is actually making a difference.
It Can Help With Knowing Where To Focus Digital Innovation Going Forwards
The healthcare industry has well and truly embraced the digital age, and with that comes a desire to be ahead of digital innovation.
As we’re sure you’re aware, it’s almost an essential part of any healthcare organization to be constantly looking for ways to innovate their current technology.
There are many companies who are already using website analytics to understand their next digital innovation and how this will benefit their patient engagement rates, as HealthcareWeekly reports.
Lots of healthcare executives will take it for granted that the healthcare organization you work for will want to follow the crowd, but what if that wasn’t the case?
What if you could use website analytics to realize that using AI to automate certain parts of the service is what those patients were really looking for?
The truth is, you already can, by analyzing what the company is already being used for by their patient’s, and brainstorming how you can make that process easier for them.
Equally, analytics can also tell you what digital innovations the company wouldn’t benefit from at this moment in time.
You may think that the company should digitally innovate by upgrading their security software, but analytics might show that you should consider to develop a healthcare app instead.
Summary
As you can see, the benefits of using website analytics as a healthcare executive are greater than trying to go it without them.
There are many reasons you may have avoided it up until this point, but when the healthcare industry is well and truly part of the digital revolution, you really need to start introducing them as a mandatory part of your process.
After all, they can make handling your job role as a healthcare executive far less stressful, and automate many of the more mundane tasks, giving you more time to focus on making a true difference in the company itself.
This guest post comes from Codrin Arsene, the CEO of Digital Authority Partners
