Measuring the success of your marketing strategy can be a tricky task. And this is particularly true for measuring the success of healthcare communications.
With so many metrics and analytics tools at your disposal, it can be hard to know specifically which ones your organisation should be focusing on.
So, where do you start? Is there a secret formula you can follow? Unfortunately, the answer is no. When it comes to measuring marketing success, there’s no ‘one size fits all’ approach. Having said that, there are a number of tips you can follow to help guide your process.
The very first place to start when it comes to measuring your healthcare campaign is asking yourself what ‘success’ means to you. You’ll need to set a benchmark that directly relates to your marketing strategy. For example, don’t get caught up in overall business goals like market share if you’re looking to run a patient awareness campaign.
A common mistake with setting goals is to make them vague or wildly unachievable, so they get put to the side or even ignored for the indefinite future. By making your goals SMART (specific, measurable, attainable, relevant and time-based), you’ll know exactly what areas of your marketing plan you should be focusing on. For example, simply setting your goal as ‘increase conversions’ is too vague and doesn’t have an obvious point of fulfilment or achievement, whereas ‘increase conversions by 20% by the end of the next quarter’ provides all the clarity, focus and motivation you’ll need to see it through.
The common mistake organisations make is to jump straight ahead to this part and start choosing channels and tactics without a clear vision of what they’re setting out to achieve. But only once you’ve set your SMART goals will you be able to draw up a plan of activity. For example, if one of your goals is about driving more traffic to your website then your planned tactics might include paid social or SEO, rather than investing money into tactics that won’t necessarily support this goal like videography or direct mail.
Measuring your marketing performance requires the ability to draw insights from data. When it comes to quantitative analysis, tools like Google Analytics, email open rates and sales reports can be fantastically useful tools. For qualitative analysis, when you’re measuring things like sentiment, you’ll want to utilise tools like focus groups, in-depth surveys, and one-on-one interviews. This will provide you with invaluable perceptions and insight as to how you can tweak your strategy to improve your performance.
You’ll want to set a regular slot for reviewing the data. A ‘little and often’ approach works well, as this helps you to respond to external factors, keeping your communications relevant. Another key benefit of regularly reviewing your data means that you can make changes and optimise your activity as you go, making the most out of your assigned budget. Your SMART goals will really help you focus your attention onto the right metrics at this stage so you can be clear on what you’re measuring. Once you’ve measured the data, you can determine whether you’re on track to meet your goals. If you are, great! And if not - what tactics can you change to get yourself on track?
When it comes to measuring success, having a robust plan in place is crucial. Successful healthcare communications requires planning and continued investment of both time and money. By measuring metrics against SMART goals set out from the start, you can maximise the impact of your strategy.
If you’re looking for support measuring the success of your healthcare communications, we’d love to hear from you. Get in touch with a member of our team today and we’ll be happy to discuss the ways we can help.