Beyond ROI: How Can You Use Your Marketing Data to Understand Patient Needs, Support Operational Growth, and Inform Business Strategy?
// By Jane Weber Brubaker //
While many health systems struggle to consolidate data that exists in silos, Ochsner Health’s marketing team has succeeded in wrestling its data to the ground. Insights gleaned from the data are revealing opportunities for investment in new strategic growth initiatives.
We were intrigued by the first two words of a presentation given by two marketing leaders from Ochsner Health at the 2021 Healthcare Internet Conference (HCIC): Beyond ROI. We followed up recently with the presenters, Ochsner Health marketers Amber Welch and Alexandra Gaudin, to learn more.
Healthcare marketers have learned that provable ROI, or return on investment, helps them make the case for increased investment. But what’s beyond that? So much more, it turns out. Geek out with us as we delve into data-driven marketing and what it can deliver with these two experts.
eHST: ROI is the holy grail that some marketers still haven’t gotten a handle on. What does it mean to go beyond ROI?
AG: ROI is exactly that — the holy grail of marketers, and while we are huge proponents of proven ROI, we are champions of exploring what lies beyond this. Not just reporting for reporting’s sake, or to show basic performance, but looking past that to use your data for deeper implications: How are patient needs evolving? How is performance trending in line with system growth? What business opportunities can we uncover through our large stack of marketing and consumer data?
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