Question Mark: How do you measure the success of your hospital marketing campaign?
Mark Shipley answers your healthcare marketing queries
Q: How do you measure the success of your hospital marketing campaigns?
A: The short answer — measure leading and lagging indicators.
The leading indicators tell you whether or not your campaign is on target or it needs some kind of adjustment and the lagging indicators are the things that tell you whether or not it was successful.
The best way to describe how to measure leading and lagging indicators is to give you an example. In a recent bariatrics campaign for a client, our leading indicators were things such as visitors to the bariatric section of the website, the amount of time that they spent on the web pages, whether or not they filled out a form for more information, whether or not they watched an online seminar and whether or not they took a self-evaluation test to see if they qualify for the program. The lagging indicators were the number of patients that showed up to an in-person seminar, whether or not they made the decision to go into the program and down the road it’s the downstream revenue that’s generated from the campaign. And remember, if you can’t measure it, you can’t manage it.