3 Steps to measure the impact of healthcare marketing campaigns

How marketers can create an optimal strategy which can yield guaranteed outcomes, as the healthcare industries begin to embrace data

FREMONT, CA: The pharmaceutical and healthcare industries as a whole are moving towards data-driven digital tactics. Events, provider education, and patient treatment have all evolved from being largely in-person to being a combination of in-person and online experiences. Given the added restrictions when getting personal identifiable information (PII) and being HIPPA compliant, measuring the business impact of cross-channel digital marketing can be complicated. Meaningful measurement for healthcare brands is, however, entirely possible with the right tools and tactics.

Understanding how KPIs for all phases of the customer journey work together to generate a comprehensive picture is crucial for determining campaign performance. To create an overarching measuring plan, follow these three steps. To begin, one must consider outside the box of CTR, CPM, and CPC to identify the most relevant metrics for achieving the key business objectives. 

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Next step would be creating a custom measuring framework that includes several KPIs that are aligned with corporate goals. Finally, if media measurements do not provide answers to business problems, advanced measuring methodologies should be considered.

At Coegi, they think that all campaign spends, whether it's for branding or conversions should be held accountable and measurable. When it comes to campaign KPIs, one will most certainly need to identify and layer several to get a more robust understanding of phases that are involved in the customer journey, where one can notice strong results. Align the brand and agency teams on creative messaging, benchmarks, and supporting metrics after building the funnel stages, techniques, and KPIs. Lastly, one must prepare a list of critical questions to serve as the learning agenda for the campaign. Asking these questions guarantees that the media techniques not only execute well, but also exposes brand insights and allows for continual media expenditure optimization.