Best Practices for Tracking and Reporting Healthcare Marketing Analytics
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The document outlines the essential steps for establishing effective tracking and reporting protocols for marketing campaigns to determine success and inform future strategies. Key components include setting clear business and marketing goals, defining key performance indicators (KPIs), identifying data sources, and agreeing on reporting formats and frequencies. A structured approach to goal setting and performance measurement is emphasized to ensure informed decision-making across the organization.
Best Practices for Tracking and Reporting Healthcare Marketing Analytics
- 1. Establishing Tracking & Reporting Protocols Tracking & Measurement: Key to Sustained Success 2024
- 2. Tracking and reporting are critical to ongoing marketing success ▪ Determine if campaign objectives are being met ▪ Establish performance benchmarks ▪ Make informed marketing decisions about current campaigns, as well as future efforts ▪ Manage expectations of internal teams and control the narrative ▪ Calculate ROMI 2
- 3. As part of the campaign strategy and before any campaign development begins… 3 1 Establish business and marketing goals 2 Agree on definition of key terms 3 Identify KPIs 4 Identify data sources 5 Agree on report format 6 Agree on data transfer and reporting frequency 7 Agree on process to share report and review insights and recommendations
- 4. Establish business and marketing goals 4
- 5. 5 1 Establish business and marketing goals 2 Agree on definition of key terms 3 Identify KPIs 4 Identify data sources 5 Agree on report format 6 Agree on data transfer and reporting frequency 7 Agree on process to share report and review insights and recommendations
- 6. Criteria to assist in goal setting ▪ Aligned with organization’s overarching business strategy ▪ Supported by reasonable business case ▪ Are measurable ▪ Include certain level of specificity 6 Business Goals Marketing Goals Require efforts from across the organization Primarily influenced by marketing activity
- 7. Agree on definition of key terms 7
- 8. Define key terms Sample list of key terms: ▪ Total Investment ▪ Responses ▪ Leads (or Marketing Leads or MQLs) ▪ Sales Leads ▪ Enrollments 8
- 9. Define key terms Sample list of key terms: ▪ Total Investment ▪ Responses ▪ Leads (or Marketing Leads or MQLs) ▪ Sales Leads ▪ Enrollments 9 Critical to calculate Cost pers and ROMI Key question to answer Should the investments include all-in costs or just media, production and postage? Tips All-in costs will be useful to calculate ROMI Be consistent with how you calculate investment year-over- year to make analogous year- over-year comparisons
- 10. Define key terms Sample list of key terms: ▪ Total Investment ▪ Responses ▪ Leads (or Marketing Leads or MQLs) ▪ Sales Leads ▪ Enrollments 10 Sample definition An action that results in a visit to web, a call to an 800# or a returned BRC Tips Duplication of responders can occur Need to be attributable to the marketing tactic that drove response
- 11. Define key terms Sample list of key terms: ▪ Total Investment ▪ Responses ▪ Leads (or Marketing Leads or MQLs) ▪ Sales Leads ▪ Enrollments 11 Sample definition An action that results in identifiable consumer information – submitted web form, answered phone call that last 3+ minutes or returned valid BRC Tips Duplication of responders can occur To be useful, data needs to be attributable to the marketing tactic that drove lead
- 12. Define key terms Sample list of key terms: ▪ Total Investment ▪ Responses ▪ Leads (or Marketing Leads or MQLs) ▪ Sales Leads ▪ Enrollments 12 Sample definition A consumer who Sales deems a lead – reconciled for potential duplication and eligibility confirmed Tip The number of Leads (or Marketing Leads or MQLs) and Sales leads will likely never be equal
- 13. Define key terms Sample list of key terms: ▪ Total Investment ▪ Responses ▪ Leads (or Marketing Leads or MQLs) ▪ Sales Leads ▪ Enrollments 13 Sample definition A prospective consumer who becomes a member
- 14. Identify KPIs 14
- 15. What metrics are needed to determine if goals are being met? Here’s a list of some examples… Awareness ▪ Aided and Unaided Awareness ▪ Branded Search Volume ▪ Organic Social Following and Engagements ▪ Reach and Frequency ▪ Impressions and Site Sessions Consideration Previous, plus… ▪ Opens and Open Rate ▪ Clicks, CTR and CPC ▪ Response, Response Rate and CPR ▪ Engagement Rate ▪ Video View Rate and Video Completion Rate Conversion Previous, plus… ▪ Leads, Lead Rate and CPL ▪ Conversion Rate ▪ Enrollment and CPE
- 16. The importance of Cost per data 16 Tactic Total Leads Total Investment Cost per Lead Tactic A 1,000 $500,000 $500 Tactic B 1,000 $150,000 $150 Tactic C 500 $40,000 $80 Tactic D 150 $50,000 $333 Tactic E 100 $35,000 $350
- 17. The importance of Cost per data 17 Tactic Total Leads Total Investment Cost per Lead Tactic A 1,000 $500,000 $500 Tactic B 1,000 $150,000 $150 Tactic C 500 $40,000 $80 Tactic D 150 $50,000 $333 Tactic E 100 $35,000 $350
- 18. Make sure reporting includes comparatives to contextualize metrics ▪ Compare to goal ▪ Compare to benchmarks ▪ Compare to a like time-period – YoY/MoM 18
- 20. What data sources are needed to pull the agreed upon KPIs? 20 Sample Source Sample Data Phone vendor Number of calls answered, date, duration, tactic that drove call GA4 Unique users, completed web forms by tactic BRM processor Number of valid BRMs by tactic Google Ads Media costs, impressions, clicks by tactic Meta Media costs, impressions, clicks by tactic Digital Ad platforms Media costs, impressions, clicks by tactic Print Partner Production and postage costs by drop
- 21. All data pulled should be cumulative – from the beginning of the campaign through the appropriate end date It helps to minimize errors in data 21 Tip
- 23. 23 ▪ Real-time dashboard – DataSnap ▪ Excel, ▪ PPT/Word What format would best facilitate the reporting of the agreed upon KPIs?
- 24. Agree on data transfer and reporting frequency 24
- 25. What reporting frequency is needed to maximize campaign performance? ▪ Agree on frequency of reports – weekly, monthly or only at the end of the campaign ▪ Based on frequency of reports, agree on when data needs to be compiled – agree on day of week or date 25
- 26. Agree on process to share report and review insights and recommendations 26
- 27. What process gets reporting into the right hands to make timely decisions? Goal: review report and discuss insights and recommendations with key team members ▪ Determine who needs to receive report ▪ Determine who should be involved in review and discussion of report ▪ Tip: Recommendations agreed on for execution should be captured and shared with full team 27
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