Each year, you seem to up your digital marketing spend, but to what end? It can be challenging to calculate a direct return on investment (ROI) for each dollar spent on your digital strategy, but certain clues can help determine what is working for you and what is working against you. These simple hints will tell you whether it is time to reinvest in or revisit your strategy. For starters, don’t be fooled. Online companies that calculate ROI by taking credit for all patient leads from your website are misleading you. Many of those patients may have originated from offline marketing efforts. Patients often take more than five months to make a decision about cosmetic treatments and to choose a doctor, according to a study by CareCredit.1 During this time period, future patients look at information about you at multiple places online—directories, association hubs, review sites, media articles, and your own web page. You can only accurately measure patient acquisition from the online location where the prospective patient contacted the practice, which is often the last step on a rather lengthy and circuitous journey. In these cases, it’s not the destination, but the journey that holds the real clues. It’s not a lost cause, though. Read more at Modern Aesthetics.