MBB was pleased to partner with one of our key clients, an academic medical center in the southeast, to act as a beta for MiQ’s Hospital Doctor Influence (HDI) product. This new product delivers the “holy grail” to healthcare marketers – visibility and ROI.
I recently found the word “beta” being well received by our healthcare clients. Why should the clinicians get all the scientific fun? As we collectively search for new channels that deliver more than just vanity metrics but achieve actual business results, we need to get comfortable being a little uncomfortable.
The program went so well the whole team got back together for an hour-long discussion highlighting not only the results but also the process that brought along the success.
The key takeaways for you as a marketer today.
An understanding of what is possible
We needed this.
As a category, healthcare providers and health systems are conservative. And for good reason. The last thing any of us want is to be exposed in the new world of digital data. A data leak is not as simple as just embarrassment – there are real financial implications and a violation of trust with our staff and community.
The types of metrics or return on ad spend available to our colleagues in other fields have long alluded healthcare marketers. Our measurements have been after the fact, like brand lift, or filled with vanity metrics that give us a sense of exposure but little visibility into business objectives.
The necessity of educating and bringing along your health system’s stakeholders
As marketers, once you see a new way to approach the problem, you are going to need to drag the other leaders to the table. The C-suite, business development, and physician liaisons are all going to be intrigued by the new offering but skeptical. Our role is to expose and educate.
The importance of picking partners who are privacy-first thinkers
You need technology partners who are as versed as or even more versed than your technology team. First, do no harm, right? The MiQ and PurpleLab’s crew have done the work, but stress test them. Let your CIO and others stress test them. It’s the right thing for everyone.
Balance of brand and volume
Every strategic situation is different. How big is your system? Competitive mix? Physician community size and make-up. Geographic gaps, etc. The tools are still effective, you just must customize the approach for your marketplace.
The payoff
The obvious payoff is revenue to the system. But there are a few other benefits:
- Your standing in the organization increases in response to the revenue you are demonstrating driving.
- Better understanding of your consumer. It is not just about the revenue it is about having visibility into their shopping behaviors.
If you want to learn more, you can watch our webinar below or give me a call. We will happily walk you through it.
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