4 ways the Hospital Marketing Organizer can help your team
Organize hospital marketing goals and measure KPIs with this useful tool
We talk a lot with our healthcare clients about prioritizing goals. It’s interesting how often people mistake urgency for importance. Urgency is the day-to-day minutia you and your marketing team face such as meetings, phone calls, the sudden drop in proctology volume, etc. Top priorities often get bumped when we spend too much time focused on urgent tasks.
Your organization has goals to help propel your brand forward. And your marketing team works hard to realize these aspirations. Organizational goals are important— sometimes the urgent stuff can wait.
To keep focused, wouldn’t it be ideal to have a system in place that helps your hospital or health system stay on brand, track long and short term goals and measure KPIs?
The Hospital Marketing Organizer
We challenge you and your marketing team to get organized. With help from the Hospital Marketing Organizer, you can keep focused on what’s important while outlining information to report up the ladder.
Here are four reasons why you and your team should get organized:
It’s common for organizations to lose sight of their mission over time. When you forget the purpose of your brand, organizational goals can move further and further away from helping your organization succeed. The Hospital Marketing Organizer helps hospitals and health systems define the meaning of their brand, from positioning to core values. With the “big picture” laid out in front of you, it will help your marketing team stay on-brand while implementing projects and the C-Suite focused on long term goals for your organization.
Usually, the senior management team establishes business goals and your team produces marketing goals to meet these demands. The Hospital Marketing Organizer can help outline strategies, priorities, assign a deadline and measure KPIs.
For example, a big picture goal could be to gain market share, increase inpatient volume, or boost reputation. Marketing goals might be to increase conversions on the hospital website or improve attendance of web chats held by physicians.
The organizer can help your team break down these marketing goals by the quarter without losing sight of the underlying business goals. Then, your marketing team can report back to management to ensure you’re on track and identify whether or not plans need to change.
The healthcare landscape is constantly changing — outlining plans quarterly will help your team adapt and adjust priorities if a challenge or opportunity arises.
Having measurable goals and identified metrics can help manage expectations of a project or campaign. Key Performance Indicators (KPIs) reflect how well you are meeting objectives. Leading indicators are activities or incidences that help gauge whether you’re on track. For example, videos views, form fills, or goal completions. Lagging indicators may take some time to gather and typically trail the end of a campaign. For example, appointment requests or downstream revenue (ROI).
All organizations face challenges. One of the best ways to approach these situations is to make a list and prioritize. What challenges need to be remedied first? Your organization can keep up with these issues, determine which need immediate attention and which can wait. The Organizer can help your team accomplish just that.
Click on the link to download the Hospital Marketing Organizer. Or, to learn more about this process, schedule a call with our VP, Paul Fahey.