By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    healthcare cybersecurity
    4 Helpful Tips on How to Protect Your Medical Practice Against Cyber Attacks
    October 24, 2021
    Health Check Diagnosis Medical Condition Analysis Concept
    6 Health Woes With Online Remedies
    January 19, 2022
    Eight Things Men Should Know About the Male Menopause
    Eight Things Men Should Know About the Male Menopause
    April 24, 2022
    Latest News
    Getting Back in the Game: Sports Injuries Rehabilitation Tips
    May 31, 2023
    4 Signs It’s Time to See a Therapist
    May 24, 2023
    11 Ways To Modernize Your Private Practice
    May 17, 2023
    How to Recognize the Signs of Hormonal Imbalance in Men
    May 29, 2023
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    The PCMH and Home Care Data: An Interview with Melissa McCormack
    December 19, 2013
    modern family direct primary care
    Modern Family Doctor Visit
    September 14, 2014
    Effective Healthcare Requires a Social Approach
    June 15, 2015
    Latest News
    MRI Sedation Options: What You Should Know Before Screening
    May 17, 2023
    What is the Process of Creating Medicine from Nature?
    May 2, 2023
    Choosing the Right Treatment Option for Varicose Veins
    May 2, 2023
    What Are Wrong-Site Surgeries and How Do They Occur?
    April 27, 2023
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Tracking Campaign Effectiveness: The “Don Draper Days” Are Over
Share
Sign In
Notification Show More
Aa
Health Works CollectiveHealth Works Collective
Aa
Search
Have an existing account? Sign In
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Tracking Campaign Effectiveness: The “Don Draper Days” Are Over
Business

Tracking Campaign Effectiveness: The “Don Draper Days” Are Over

Nadine P
Last updated: 2016/02/24 at 9:38 PM
Nadine P
Share
4 Min Read
SHARE

By Nadine Baarstad

As binge-worthy as it was to watch, Mad Men also had its share of cringe-worthy moments for healthcare marketers.

Over at Sterling Cooper, ridiculously expensive campaigns were sold on the strength of clever creative work and a hot-shot pitch from dashing Don Draper. Never mind that the corporate muckety-mucks were ultimately pumping money into measureless — and often meaningless — advertising.

By Nadine Baarstad

More Read

patient's well-being

Comfort And Safety: 7 Ways Healthcare Organizations Can Create A Better Environment For Their Patients

Best Practices for Healthcare Call Centers Should Follow in 2023
How Hospitals and Other Healthcare Providers Can Boost Employee Morale
What are the Benefits of Hospitals and Clinics Using Expense Management Services?
Tips to Keep Health Workers Safe in the Workplace

As binge-worthy as it was to watch, Mad Men also had its share of cringe-worthy moments for healthcare marketers.

Over at Sterling Cooper, ridiculously expensive campaigns were sold on the strength of clever creative work and a hot-shot pitch from dashing Don Draper. Never mind that the corporate muckety-mucks were ultimately pumping money into measureless — and often meaningless — advertising.

Fortunately, the Don Draper days are over. Today, healthcare marketing is not only about developing breakthrough creative, it’s also about measurement. Specifically, campaign effectiveness — whether it’s bottom-line ROI, social media engagement, digital analytics, call center volume, or new patient appointments.

The most effective marketing activities drive the healthcare consumer down a very specific path:

  1. They become Aware of your brand and service offerings through multiple media impressions.
  1. They develop Interest, whether it’s contacting a call center, visiting a microsite or simply emailing with questions and/or asking for more information.
  1. They signal their Choice of your facility by making appointments or accepting a referral from their physician.
  1. And finally, they Advocate for your facility by telling others about their experiences.

Measuring Success

The most basic measurement of campaign success, of course, is patient activity. When everything is working right, admissions and service line utilization increase, and revenue rises. But to make sure they are truly on track and on-target, healthcare marketers need to take some specific steps to track campaign effectiveness:

  1. Build in response mechanisms to all outreach initiatives. Think dedicated phone numbers/extensions, tracking microsite visits and developing offers that can be tracked through office visits.
  1. Look at quantitative and qualitative data. Crunch open rates, surveys and media reports for a quantitative analysis of campaign results. Then, consider using focus groups and personal interviews to get the qualitative information you need to make any necessary adjustments to your messaging and/or offer.
  1. Establish ROI. Correlate your marketing activities with activities that impact the bottom line. Once you have the information and data, look at how much you spent on each effort. How much budget? How many man hours?
  1. Tweak as you go. The beauty of consistently measuring your efforts is that you can make changes and correct as you go.

Flashy creative is great. But you also need an agency with expertise in analytics to help you truly gauge the effectiveness of your healthcare marketing campaigns. Give Wax Custom Communications a call at 305-350-5700 or visit waxcom.com.

The post Tracking Campaign Effectiveness: The “Don Draper Days” Are Over appeared first on Wax Communications.

TAGGED: healthcare marketing

Sign Up For Daily Newsletter

Be keep up! Get the latest breaking news delivered straight to your inbox.
By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
Nadine P February 24, 2016
Share this Article
Facebook Twitter Copy Link Print
Share
Previous Article What Steps Can Doctors Take to Boost Patient Loyalty?
Next Article Scrabble letters spelling 'adwords' What Google’s New Adwords Update Means for Medical Marketers

Stay Connected

1.5k Followers Like
4.5k Followers Follow
2.8k Followers Pin
136k Subscribers Subscribe

Latest News

test
Essential Steps for Starting Your Journey as a Fitness Instructor
Fitness June 5, 2023
mimosa pudica
Health Benefits of Mimosa Pudica: The Marvel of Nature
News June 2, 2023
medical bills
Who is Responsible for Paying the Medical Bills After an Injury?
News June 1, 2023
sports injury rehabilitation
Getting Back in the Game: Sports Injuries Rehabilitation Tips
Health May 31, 2023

You Might also Like

CRM for pharmaceutical
Technology

The Top Benefits of CRM Tools for Pharmaceutical Brands

May 11, 2023
Types of Remote Access Solutions for Hospitals
Medicare

Types of Remote Access Solutions for Hospitals

April 27, 2023
How Health Access Solutions Are Revolutionizing Security
News

How Health Access Solutions are Revolutionizing Security

April 25, 2023
get a career in medical device sales
Medicare

What Are the Benefits of Attending Medical Sales College?

April 10, 2023
//

We influence million of users and is the most authentic source of information on healthcare business and technology news.

Quick Links

  • About
  • Contact
  • Privacy
Subscribe

Subscribe to our newsletter to get our newest articles instantly!

Follow US

© 2008-2023 HealthWorks Collective. All Rights Reserved.

Welcome Back!

Sign in to your account

Lost your password?