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. The fourth post shares how to get started with nurturing in healthcare.
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:
Setting Up An Executive Dashboard
The process for successfully relating campaign performance is many-fold, but boils down to two critical steps:
1. Meeting with C-Suite to determine measurements of success
2. Using the right data to create a clean, simple metrics dashboard for C-suite
Lehigh Valley Health Network recently developed an executive dashboard in conjunction with Evariant, which was incredibly well received by their C-suite. Before they gathered and presented their performance, they had to find out which metrics executives wanted to see, what the layout should be, and where the data would come from.
This step is closely tied to healthcare marketing financial conversations, which we referenced in the last post in this series. Prior to launching campaigns, marketers must determine which metrics matter most to executives, and therefore how to optimize campaigns and maximize success as it relates to operational goals of the organization. Similarly, marketing needs to have a transparent conversation with top executives about how to present information in the most helpful and impactful manner.
Now, let’s talk about the data: Before working with Evariant, LVHN was working with 10-15 independent, non-integrated sources of data that were gathered and populated in a reporting tool. Together, we created a dashboard within the CRM that cut across several different areas, including lead management (leads and conversions), revenue (ROI, leads to ROI, CPA) and other metrics like website visits. With this, LVHN was able to effectively showcase their marketing program performance to executives with only 10 slides, focusing on top KPIs to measure the success (or lack thereof) of the marketing team.
To address the challenge of sifting through data to determine which information shows marketing’s story most effectively, the health system needs the right tools, time, resources, and people. This includes some sort of data aggregation and analytics tool and a data analyst who can pull together information in a way that showcases ROI.
Effectively Presenting Campaign Results
Once marketers familiarize themselves with how the C-suite defines success and create a clean and simple dashboard with critical metrics, the final piece of the puzzle is actually presenting this information to executives.
Below, we’ve outlined the top 8 metrics and overviews to include in a marketing performance presentation for executives:
1. Key Takeaways: This opening slide should set the tone of the “marketing story” with the top 5 highlights from the campaign. Here, marketers can share both positive and negative outcomes from varying data sets, with a focus on positive results.
2. Rolling Performance: An overview of rolling performance, either month-to-month or quarter-to-quarter, demonstrates progression and cumulative growth. With this data summary, marketers also have the opportunity to share performance of several different metrics over time, including leads, conversion rate, and ROI.
3. Payer Mix – By Patient Type: This data should focus on existing campaign patients who are commercially insured or have Medicare/Medicaid. When presenting this information, marketers can include different service lines, such as bariatric and oncology, and other key highlights from campaign data.
4. Total Campaigns in Market: Marketers should include campaign maturity data, including campaign completion percentages of each service line during the acquisition, engagement, and conversion stages.
5. Cumulative Leads and ROI from Campaigns: Here, marketers can share rolling performance of leads by region and top lead/ROI highlights. To demonstrate ROI, show the trend of return vs. payments and media expenses.
6. Cost per Acquisition (CPA): This metric shows how much marketing “saves” over time in terms of CPA. In this case, smaller numbers are better to show the campaign is running more efficiently and capturing more quality leads.
7. Campaign Metrics (Investment vs. ROI): Marketers can compare investment to ROI in order to identify best performing campaigns by service line. To calculate campaign metrics, marketers will need to integrate patient conversion data.
8. Lead Metrics: A deep lead gen analysis can be beneficial when sharing performance with executives. This data would dive into where leads come from, including which top delivery channels, and conversion rate based on comparing leads vs. patients.
Alongside these critical metrics (ROI, CPA, etc.) marketers should consider adding any brand, PR, and website metrics as they relate to overall organizational goals.
After campaigns have been put into market, the challenge healthcare marketers are faced with is proving the value of their efforts to decision-makers at their organization.
In order to put together a dashboard that appeals to the C-suite with a high-level performance overview, marketers need the right tools, such as EMR, revenue cycle engines, and CRM. A healthcare CRM is especially necessary for its analytics capabilities and ability to create data visualizations.
Having the right people in place is another critical piece of this puzzle, as some of the worst pains during the collection and presentation process are data capture and cleanliness. A data analyst is necessary to explore, examine and analyze data from a variety of sources and recommend the best way to present data for consumption.
With the right tools and people, healthcare marketers can create a clear and concise performance overview that appeals to top executives and can help secure marketing budgets and authority at their organization.