Healthcare Marketing: The Evolution of ROI and Measurement

You can’t fully understand the evolution of something without knowing the history. This is where Jenny and her guest, Michele Szczypka, Interim VP of Marketing and Communications SSM, begin today’s episode. Michele expresses the importance of understanding the industry's past to comprehend the impact of changes in the present. She emphasizes the value of this perspective for new graduates and early-career professionals. Jenny and Michele discuss how healthcare marketing Initially started as PR and image-building for hospitals, but has gradually transitioned into true marketing and branding, aided by the emergence of marketing technology (MarTech) in the past decade. They highlight the challenges faced by early adopters of MarTech in developing models for ROI to convince hospital executives of the need for increased budgets. Michele also notes the evolution of CRM in healthcare marketing which from their inception grew to allow more sophisticated tracking and measurement of marketing efforts. The implementation of CRM systems necessitated collaboration with finance teams and the establishment of goals and ROI models for different service lines. The conversation shifts to the current concerns regarding tracking methodologies in healthcare marketing due to HIPAA and FTC regulations. Michele identifies two camps and how they are reacting and/or pivoting. She and Jenny know that it boils down to the importance of respecting privacy and finding solutions that balance progress and compliance with guidelines. Connect with Michele on LinkedIn Connect with Jenny on LinkedIn Explore what Hedy and Hopp can do for you