By Griffin Jones
How do you grow your infertility clinic's practice if you´re from a small market? What if you´re the only fertility center that provides IVF in your area?
I have an assignment for you. First, you certainly have an anecdotal idea of how many people come to your practice from out of town, that´s a start. But there´s also a way to tell if people are considering you, researching your practice online from other cities.
Let´s say your center is located in Providence, RI or Ottawa, ON or Canberra, Australia. How can you tell if patients would really consider coming from Boston or Toronto or Melbourne?
1). Log into your Google Analytics account
2). Under Audience in the left tab, Click Geo
3). Click City
4). In the cities column, your own will probably rank number 1, followed by your principal suburbs. But then, you may see that magical Toronto or Melbourne or whatever it may be
5). Look at the number of new users to see if it´s anything significant
6). Then look at the bounce rate, number of pages per session, and avg. session duration
7). If these numbers are fairly close to your site´s average, they´re not coming there by accident. These are prospective patients.
These are the markets to start with to either slowly grow your practice or to build a safe buffer for a recession.