Hospitals and health systems spend millions of dollars on digital marketing each year, but many marketers are unable to measure how these efforts impact real-world patient decisions and health outcomes. Digital campaign measurement strategies have long relied on click-through rates, Google Analytics (website visits), and lead tracking (landing pages and vanity 1-800 numbers). However, these proxy metrics miss something significant—insights into health behavior. Without this key information, marketers make very expensive decisions without knowing whether their efforts actually drive new patients to their facilities.
To address this gap, a new measurement standard has emerged that encourages marketers to focus on deeper, audience-centric insights about campaign performance. Brands in consumer-focused industries have long leveraged innovative data analytics to measure offline behaviors driven by digital marketing, and the healthcare industry has finally joined their ranks. Thanks to newly developed healthcare measurement platforms, marketers can finally address key business questions, such as:
– Does my digital marketing drive patient visits to my physicians and specialists?
– Are my digital service line campaigns reaching my target audience?
– What is my market share among the audience exposed to my marketing?
With these insights and more, marketers can understand the full impact of their marketing, measure the ROI of their investments and determine the cost per new patient acquired.
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