What Has Marketing Delivered for Your Organization? Exploring Health Care Provider Marketing Metrics in 2016 and Beyond
// By David Marlowe //
Albert Einstein is famously quoted as saying “everything that can be counted does not necessarily count and everything that counts cannot necessarily be counted”—probably an apt philosophy for the challenges facing marketers in health care provider settings relative to the area of “metrics.” These days we often refer to these as Key Performance Indicators (KPIs), but I’m a believer in keeping it simple, so “metrics” it is.
The concept of measuring the metrics associated with health care marketing and communications efforts is far from new. When I entered the field in 1980, one of the first questions asked by leadership was, “What has marketing delivered for the organization?” We get asked pretty much the same question today, albeit perhaps with greater intensity and with perhaps greater complexity due to technologies that did not exist 35-plus years ago.