A challenge for every health care marketer is proving the ROI of marketing initiatives. Without that proof, it is difficult to make a case for the organization’s continued investment in marketing campaigns and difficult for marketers to determine which channels are the most effective. By using analytics, marketers can enhance campaign targeting, understand ROI fast enough to be able to make changes, and shift internal perceptions of the marketing department from a cost center to a revenue generator.
In this webcast, we will share a case study on how a large U.S. health care system has used analytics to determine which consumers to target in service-line specific marketing campaigns, measure results quickly enough to be able to modify tactics in the middle of a campaign, and determine best practices for moving the needle, faster.