In the ever-evolving landscape of healthcare marketing, understanding audience engagement and measuring success is paramount. In a recent PM360 Think Tank article, Iyiola Obayomi, SVP, Managing Director of Analytics, shared his expertise on mastering metrics. Let’s explore key insights from his perspective.
Audience-Centric Metrics: Historically, marketers relied on superficial metrics like likes and shares. However, today’s focus extends beyond these vanity metrics. Audience-centric measurements are crucial—metrics that reflect program goals and audience behavior. For instance, consider the proportion of healthcare professionals (HCPs) whose perceptions shift due to medical education programs or the number of target audiences exhibiting changed behavior based on campaign messages.
Additionally, these programs should not be evaluated solely in terms of Rx lift or Rx-based ROI. Instead, align metrics with program objectives. For example, if your campaign aims to increase awareness about a new disease, track metrics like the lift in disease-related keyword searches or the increase in diagnoses.
Unified Measurement System: In organizations with siloed departments, creating a unified system to measure success across social media, medical affairs, and disease education efforts is crucial. Clear business use cases, audience scale, and sufficient channel spend thresholds are essential for meaningful outcomes.
ROI Evaluation: Compare program performance against specific goals or benchmarks. If your campaign meets or exceeds defined expectations, it has provided a positive return on investment. For instance, achieving a 35% increase in disease keyword searches or a 3x rise in diagnoses indicates success.
Consider downstream lifetime value (LTV) analysis. Estimate the value of a qualified registrant relative to program costs. This approach helps evaluate the efficiency of different campaign components.
Minimizing Mismeasurement: Establish clear success metrics and performance goals. By doing so, we can minimize mismeasurement in unbranded awareness and educational programs.
At EVERSANA INTOUCH, we focus on delivering meaningful outcomes, aligning metrics with objectives, and guiding you toward success. Keep it straightforward and remember: ROI isn’t always about prescriptions—it’s about impact.
Check out the PM360 Think Tank article to learn more!