Content + Analytics: Penn Medicine’s Formula for Success
// By Melanie Graham //
When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer.
But what about data? It may not be the first thing that pops into your head, but analytics are a key part of any successful content creation plan.
“As health systems grow and the healthcare market consolidates, and referral patterns get a little tighter, we have to focus on maximizing the impact of our content,” says Suzanne Sawyer, vice president and chief marketing officer at Penn Medicine and member of the Editorial Advisory Board of eHealthcare Strategy & Trends. “Using the precision marketing approach allows us to do that.”
Sawyer recently spoke on her precision marketing strategy at the 2018 Healthcare Marketing and Physician Strategies Summit. The talk, which she shared with outgoing University of Utah Health chief marketing officer David Perry, covered the ways marketers can use data to drive successful content and marketing campaigns.
In talking about the digital campaigns at Penn Medicine, Sawyer showed how data-influenced marketing has helped bring recognition to the health system in a complex, competitive market. Since launching in 2011, Penn’s data-driven marketing strategy has generated more than 53,000 leads, resulting in more than 19,500 unique patients — an average conversion rate of 36 percent. In this article, Sawyer shares the details of Penn’s strategy that led to this level of success.