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Dr David Sewell
One Vision Health
How do you measure and track patient journeys across digital channels?
Tracking patient journeys across digital channels is becoming more complex as privacy rules and consent requirements evolve. In this video, Dr David Sewell, Head Of Digital, explains why healthcare marketers should combine practical tracking methods such as UTM tagging with a stronger focus on audience behaviour, segmentation and measurable outcomes across the platforms they control.
Transcript
It's becoming increasingly difficult to track across platforms.
The basics are to include things like UTM tagging, but with the advent of cookie consent and increasing privacy laws, it's becoming harder and harder to track an individual through the different platforms they touch.
So an alternative approach is to look at the behaviour of people and the outcomes that result in that behaviour, and to segment your audiences based on what it is they're doing on the platforms you control, rather than try to track an individual through different websites.