Penn Medicine’s Secret to Success? Analytics.
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.”
Data-influenced marketing has helped bring recognition to Penn Medicine in a complex, competitive market. The precision marketing strategy has also been a way for Sawyer’s marketing team to work toward being more transparent, accountable, and measurable.
“In my experience, this approach helps marketing teams demonstrate how they are impacting the organization,” Sawyer says. “You can see what exactly has gone into a campaign and what kind of results it produced.”
This strategy has also allowed Penn to successfully market to smaller, more discrete audiences, such as those targeted in precision medicine campaigns.
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 our new article, Sawyer shares the details of Penn’s strategy that led to this level of success: