Embracing the Consumer Mindset

Your Healthcare Marketing ROI: Are You Comparing Apples to Bananas?

September 5, 2018
When you claim an impressive-sounding healthcare marketing ROI for a marketing initiative, are you undermining your credibility by not considering all the variables in your calculation? Here, Jessica Walker, an industry veteran and thought leader, takes us through some detailed examples of how marketers could misinterpret information and misstate their true healthcare marketing ROI by not digging deep enough.

// By Jessica Walker //

With case volumes slipping and persistent competitive threats to operating margins, many healthcare marketers look to purchase multiple solutions — CRMs, digital marketing services/tools, targeting lists, among others — to gain a strategic advantage in acquiring new patients or retaining market share. While these services or technologies can be helpful, healthcare marketers need to be clear on the true returns they may expect for what they are buying.

This sounds like it should be a straight apples-to-apples comparison, but the truth is that we use the term healthcare marketing ROI across a range of investments and strategies, and how it is calculated is frequently based on inconsistent or subjective data points.

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