The healthcare landscape is constantly shifting. As in many industries, the path from an initial marketing touchpoint to a final conversion in healthcare — acquiring a new patient, encouraging treatment adherence, influencing a healthcare professional’s decisions, and so on — is often long and complex. What’s unique to the industry, however, are new data privacy laws and regulations changing on a state-by-state basis, which make accurate ROI measurements of marketing efforts even more challenging.
Our recent webinar, “Rethinking ROI: A Modern Approach to Healthcare Marketing Measurement,” featuring Mindgruve’s SVP of Global Analytics, Steven Hellbusch, and Director of Analytics, Marisa Lamberson, tackled these challenges head-on.
Key learnings from the webinar:
- Holistic Measurement Models: Understand the power of combining Multi-Touch Attribution (MTA) for tactical, real-time adjustments with Marketing Mix Modeling (MMM) for a probabilistic view, especially when direct attribution is limited.
- Leveraging Modern Data Techniques: Discover how data clean rooms enable privacy-safe data matching and measurement across ecosystems, and why first-party and zero-party data strategies are vital.
- Full-Funnel Reporting & Incrementality: Find out how to connect the entire customer journey and use advanced attribution to understand the incremental value of each touchpoint.
- Navigating Privacy & Propensity: Get insights into the ever-evolving landscape of healthcare data privacy and how to use propensity modeling with non-medical information (like demographics, lifestyle data, and even census information) to enhance targeting without compromising compliance.
- Testing & Optimization: Explore digital-first — but not digital-only — strategies, including geo-based testing, A/B testing, and Conversion Rate Optimization (CRO), to validate assumptions and optimize performance before scaling.
Actionable strategies and methods you’ll gain:
- Implementing full-funnel reporting to gain additional insights and buy-in
- Leveraging Amazon data through clean rooms to expand audience knowledge securely
- Using MMM for forecasting, seasonal spend recommendations, and identifying diminishing returns
- Building geo-scoring matrices with non-medical data to predict conversion rates and guide marketing
Ready to transform your healthcare marketing measurement?
This webinar provides strategies to navigate the complexities of modern healthcare marketing and prove the value of your efforts.
Want to ask a question or learn more? Get in touch with us today.
