This is the third post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. Take a look back at our first post about partnering with the engagement center and second post about understanding healthcare marketing financials.
Marketers of all industries have to communicate with top executives in order to secure budgets, sign off on execution tactics, and show marketing ROI as it relates to organization-wide success. In healthcare, an industry where marketers are faced with digital marketing pushback and shrinking budgets, it is absolutely critical to demonstrate the impact marketing has on overall profit.
The challenge many healthcare marketers have is: How do we gather the right campaign data and present it in a clear, succinct way that appeals to the C-suite? Executives at leading health systems rely on carefully analyzed data to guide them during key decision-making and don’t have time to dig through data sets to find the metrics that are most important to them.
The first steps in this process are sitting down with executives to understand which metrics and KPIs matter most and adopting a healthcare marketing analytics platform, such as a CRM, that is capable of aggregating, analyzing, and visualizing performance data. With this groundwork in place, marketers then need to sort through a wealth of data, create a clear and concise dashboard, and present the most valuable findings.
Of course, that’s easier said than done.
Let’s discuss how to create executive dashboards within a CRM and present marketing metrics effectively: More