The challenge of proving ROI has long kept healthcare marketing as a “cost center” in the eyes of hospital system executives. But an innovative new measurement solution from MiQ is changing that equation. MBB is leveraging MiQ’s Hospital Doctor Influence (HDI) to help our clients prove that their digital media was a powerful driver of new patient interactions.
Breaking Down Barriers in Healthcare Measurement
A regional healthcare system challenged by both a more recognizable sister organization operating within the same state and a very famous specialty hospital system in their local area – needed a marketing strategy that increased their visibility and delivered measurable business outcomes that the marketing department could prove.
That’s where MiQ’s HDI solution comes in. Partnering with MiQ, we offered their client the only healthcare measurement solution capable of linking media investments directly to patient outcomes. This fully compliant, cookieless approach provided the client hospital system with unmatched insights into how their ads drove patient visits without relying on identifiers.
How does it work? HDI uses insurance claims data to ground measurement in real outcomes. With access to over 300 million anonymized patient claims—including facility and hospital data—through our Healthcare Data Spine, the HDI dashboard helps hospital marketers move beyond vanity metrics and prove ROI.
Check out this video to hear from MBB about MiQ’s HDI and how it transformed healthcare marketing ROI for one regional healthcare system client.
Real Results: Proving the Power of Healthcare Measurement
In a 10-month span our client recorded 4,043 claims. Internal Medicine, Radiology, and Family Medicine saw the most significant patient engagement, highlighting the direct impact of MiQ’s healthcare measurement approach on patient actions in critical areas.
Through this partnership, MBB and MiQ have shown that smarter healthcare-advertising ROI measurement can shift marketing from a cost center to a profit engine and proven that impactful, privacy-compliant healthcare marketing is possible even in a fragmented landscape.
The Future of Healthcare Marketing
As healthcare marketing continues to evolve and systems look for ways to more accurately measure the full cost and value of each new patient touchpoint, the importance of healthcare measurement in demonstrating ROI and driving patient outcomes will only grow.
By connecting media investments to patient actions, this solution sets a new standard in healthcare measurement, pushing the boundaries of what’s possible in this field.
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