From Ad Impressions to Lifetime Care: Measuring What Really Matters with Jeremy Rogers

Healthcare marketers have long relied on Google search as their safe channel. But in today's post-pandemic landscape where many clinics are at capacity, that dependency has become a strategic liability. In this episode, Jeremy Rogers, Vice President of Digital Marketing and Experience at Indiana University Health, explains why the real challenge isn't just acquiring new patients, it's winning their lifetime value and share of care. Jeremy breaks down how IU Health is moving beyond last-click attribution to build a full-funnel marketing engine that connects campaign data to actual health outcomes. That shift requires first-party data infrastructure, multi-touch attribution, privacy-compliant EHR integration, and getting buy-in from IT and finance teams by proving real ROI on metrics that matter: NPS, share of wallet, and patient retention.-------------------“ Many CFOs around the country say without margin, there is no mission. And there's some truth to that. You've gotta keep the lights on. But I think it's keeping the top of funnel wide open. We want to provide care for all Hoosiers, everyone in our state who needs care, we're open for them. But you want to be strategic. Not all growth is equally weighted. There are some services that are maybe more profitable, have more correlation to long-term health. Our mission here is to help Indiana become one of the healthiest states. We can't do that alone just by offering primary care or other low acuity services. We have to offer a suite of different services across the care continuum, across a patient's lifetime. You've gotta balance all those things.” – Jeremy Rogers-------------------Episode Timestamps:‍*(02:06) - Why bother moving beyond Google search? The post-pandemic supply-demand shift‍*(08:59) - The patient journey: From digital search to care delivery and beyond‍*(14:47) - Moving beyond last-click attribution: Defining true conversions and health outcomes‍*(20:37) - Key metrics that matter to executives: NPS, share of wallet, and lifetime value‍*(33:46) - Three actionable steps to start connecting the dots today‍*(38:39) - The future of AI in healthcare: Patient-facing automation and the trust challenge-------------------Links:Check Out the Actionable Guide Based on this EpisodeConnect with Jeremy on LinkedInConnect with Ray on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.