Medical Aesthetics Marketing
Overview Recruitment Strategy Soft Pitch Term Sheet Ad Campaigns Ad Creatives Scheduling Measurement

Measurement Framework

Measurement Overview

This measurement framework outlines our approach to tracking, analyzing, and optimizing the performance of our multi-channel doctor recruitment campaign. The framework is designed to provide actionable insights at each stage of the recruitment funnel, enabling data-driven decision-making throughout the campaign.

Key Performance Indicators (KPIs)

Primary KPIs

  • Doctor Applications: Total number of qualified doctors who complete the partnership application
  • Cost Per Application (CPA): Total ad spend divided by number of applications
  • Application Conversion Rate: Percentage of landing page visitors who complete an application
  • Doctor Onboarding Rate: Percentage of applicants who complete the onboarding process
  • Cost Per Acquisition (CPA): Total cost to acquire a fully onboarded doctor partner
  • Geographic Coverage: Number of target metropolitan areas with at least 3 doctor partners

Secondary KPIs

  • Click-Through Rate (CTR): Percentage of ad impressions that result in clicks
  • Landing Page Conversion Rate: Percentage of visitors who take a desired action (form submission, call, etc.)
  • Information Session Attendance: Number of prospects who attend virtual information sessions
  • Information Session Conversion Rate: Percentage of attendees who proceed to application
  • Email Open Rate: Percentage of recruitment emails opened by recipients
  • Email Response Rate: Percentage of recruitment emails that receive a response

Quality Metrics

  • Qualification Rate: Percentage of applicants who meet all qualification criteria
  • Specialty Distribution: Breakdown of recruited doctors by medical specialty
  • Experience Level: Average years of experience among recruited doctors
  • Geographic Distribution: Spread of recruited doctors across target markets
  • Availability Commitment: Average hours per week doctors commit to the platform

Tracking Implementation

Technical Setup

  • UTM Parameters: Consistent UTM tagging across all platforms (source, medium, campaign, content)
  • Google Analytics: Enhanced ecommerce tracking for conversion funnel analysis
  • Platform Pixels: Implementation of LinkedIn Insight Tag, Facebook Pixel, and Google Ads conversion tracking
  • Event Tracking: Custom events for key user interactions (form starts, partial completions, etc.)
  • Cross-Domain Tracking: Proper configuration for tracking across multiple domains if applicable
  • CRM Integration: Passing of UTM data to CRM for attribution through the full recruitment cycle

Conversion Tracking Points

  1. Initial Landing Page Visit: Track source, time on page, and bounce rate
  2. Information Request Form: Track form starts, partial completions, and submissions
  3. Information Session Registration: Track registrations and attendance
  4. Partnership Application: Track application starts, partial completions, and submissions
  5. Document Upload: Track credential submission completion
  6. Contract Signing: Track contract review and completion
  7. Onboarding Completion: Track completion of training modules and profile setup

Reporting Framework

Daily Monitoring

  • Ad performance metrics by platform (impressions, clicks, CTR, CPC)
  • Landing page traffic and conversion rates
  • Form submission volume
  • Spend pacing against budget
  • Technical issue identification

Weekly Analysis

  • Comprehensive performance review by platform, ad format, and audience
  • Conversion funnel analysis with drop-off identification
  • A/B test results and implementation of learnings
  • Budget allocation recommendations
  • Creative performance analysis
  • Audience insights and targeting recommendations

Monthly Reporting

  • Comprehensive campaign performance against KPI targets
  • Doctor recruitment progress by geography and specialty
  • Cost efficiency analysis and optimization opportunities
  • Channel attribution analysis
  • Quality assessment of recruited doctors
  • Strategic recommendations for upcoming month

Optimization Framework

Continuous Optimization Process:

  1. Data Collection: Gather performance data across all platforms and touchpoints
  2. Analysis: Identify patterns, opportunities, and underperforming elements
  3. Hypothesis Formation: Develop theories about potential improvements
  4. Test Design: Create structured tests to validate hypotheses
  5. Implementation: Execute tests with proper control groups
  6. Evaluation: Measure results against baseline performance
  7. Scaling: Implement successful changes broadly
  8. Documentation: Record learnings for future campaigns

Key Optimization Areas:

  • Audience Targeting: Refine audience parameters based on performance data
  • Creative Elements: Test messaging, visuals, and value propositions
  • Landing Page Experience: Optimize layout, content, and form design
  • Bid Strategy: Adjust bidding approach based on performance by platform and audience
  • Budget Allocation: Shift budget to highest-performing channels and tactics
  • Recruitment Process: Streamline application and onboarding steps based on drop-off analysis