Best Practices for Tracking and Reporting Healthcare Marketing Analytics

Marketing teams may take on tracking and measurement with the best of intentions, but too often they find themselves with missing or inactionable data. The key is to have conversations early to ensure the team is aligned on a process for capturing and interpreting relevant data. Check out our detailed best practices for tracking and reporting healthcare marketing analytics.

1. Establishing Tracking & Reporting Protocols
Tracking & Measurement:
Key to Sustained Success
2024

2. Tracking and reporting are critical to ongoing
marketing success
▪Determine if campaign objectives are being met
▪Establish performance benchmarks
▪Make informed marketing decisions about current campaigns,
as well as future efforts
▪Manage expectations of internal teams and control the narrative
▪Calculate ROMI
2

3. As part of the
campaign strategy and
before any campaign
development begins…
3
1Establish business and marketing goals
2Agree on definition of key terms
3Identify KPIs
4Identify data sources
5Agree on report format
6
Agree on data transfer and reporting
frequency
7
Agree on process to share report and
review insights and recommendations

4. Establish business
and marketing goals
4

5. 5
1
Establish business and marketing goals
2
Agree on definition of key terms
3
Identify KPIs
4
Identify data sources
5
Agree on report format
6
Agree on data transfer and reporting frequency
7
Agree on process to share report and review insights and
recommendations

6. Criteria to assist in goal setting
▪Aligned with organization’s overarching business strategy
▪Supported by reasonable business case
▪Are measurable
▪Include certain level of specificity
6
Business Goals Marketing Goals
Require efforts from across the
organization
Primarily influenced by marketing
activity

7. Agree on definition
of key terms
7

8. Define key terms
Sample list of key terms:
▪Total Investment
▪Responses
▪Leads (or Marketing Leads or MQLs)
▪Sales Leads
▪Enrollments
8

9. Define key terms
Sample list of key terms:
▪Total Investment
▪Responses
▪Leads (or Marketing Leads or MQLs)
▪Sales Leads
▪Enrollments
9
Critical to calculate Cost pers and
ROMI
Key question to answer
Should the investments include
all-in costs or just media,
production and postage?
Tips
All-in costs will be useful to
calculate ROMI
Be consistent with how you
calculate investment year-over-
year to make analogous year-
over-year comparisons

10. Define key terms
Sample list of key terms:
▪Total Investment
▪Responses
▪Leads (or Marketing Leads or MQLs)
▪Sales Leads
▪Enrollments
10
Sample definition
An action that results in a visit
toweb, a call to an 800# or a
returned BRC
Tips
Duplication of responders can
occur
Need to be attributable to the
marketing tactic that drove
response

11. Define key terms
Sample list of key terms:
▪Total Investment
▪Responses
▪Leads (or Marketing Leads or MQLs)
▪Sales Leads
▪Enrollments
11
Sample definition
An action that results in
identifiable consumer information
– submitted web form, answered
phone call that last 3+ minutes or
returned valid BRC
Tips
Duplication of responders can
occur
To be useful, data needs to be
attributable to the marketing
tactic that drove lead

12. Define key terms
Sample list of key terms:
▪Total Investment
▪Responses
▪Leads (or Marketing Leads or MQLs)
▪Sales Leads
▪Enrollments
12
Sample definition
A consumer who Sales deems a
lead – reconciled for potential
duplication and eligibility
confirmed
Tip
The number of Leads (or
Marketing Leads or MQLs) and
Sales leads will likely never be
equal

13. Define key terms
Sample list of key terms:
▪Total Investment
▪Responses
▪Leads (or Marketing Leads or MQLs)
▪Sales Leads
▪Enrollments
13
Sample definition
A prospective consumer who
becomes a member

14. Identify KPIs
14

15. What metrics are needed to determine if
goals are being met?
Here’s a list of some examples…
Awareness
▪Aided and
Unaided Awareness
▪Branded Search Volume
▪Organic Social Following
and Engagements
▪Reach and Frequency
▪Impressions and
Site Sessions​
Consideration
Previous, plus…
▪Opens and Open Rate
▪Clicks, CTR and CPC
▪Response, Response Rate
and CPR
▪Engagement Rate​
▪Video View Rate​ and
Video Completion Rate​
Conversion
Previous, plus…
▪Leads, Lead Rate and CPL
▪Conversion Rate
▪Enrollment and CPE

16. The importance of Cost per data
16
Tactic Total Leads
Total
Investment
Cost per Lead
Tactic A 1,000 $500,000 $500
Tactic B 1,000 $150,000 $150
Tactic C 500 $40,000 $80
Tactic D 150 $50,000 $333
Tactic E 100 $35,000 $350

17. The importance of Cost per data
17
Tactic Total Leads
Total
Investment
Cost per Lead
Tactic A 1,000 $500,000 $500
Tactic B 1,000 $150,000 $150
Tactic C 500 $40,000 $80
Tactic D 150 $50,000 $333
Tactic E 100 $35,000 $350

18. Make sure reporting includes comparatives to
contextualize metrics
▪Compare to goal
▪Compare to benchmarks
▪Compare to a like time-period – YoY/MoM
18

19. Identify data sources
19

20. What data sources are needed to pull the
agreed upon KPIs?
20
Sample Source Sample Data
Phone vendor Number of calls answered, date, duration, tactic that drove call
GA4 Unique users, completed web forms by tactic
BRM processor Number of valid BRMs by tactic
Google Ads Media costs, impressions, clicks by tactic
Meta Media costs, impressions, clicks by tactic
Digital Ad platformsMedia costs, impressions, clicks by tactic
Print Partner Production and postage costs by drop

21. All data pulled should be cumulative –
from the beginning of the campaign
through the appropriate end date
It helps to minimize errors in data
21
Tip

22. Agree on report
format
22

23. 23
▪Real-time dashboard –
DataSnap
▪Excel,
▪PPT/Word
What format would best facilitate the
reporting of the agreed upon KPIs?

24. Agree on data
transfer and
reporting frequency
24

25. What reporting frequency is needed to
maximize campaign performance?
▪Agree on frequency of reports – weekly, monthly or only at the
end of the campaign
▪Based on frequency of reports, agree on when data needs to be
compiled – agree on day of week or date
25

26. Agree on process to
share report and
review insights and
recommendations
26

27. What process gets reporting into the right
hands to make timely decisions?
Goal: review report and discuss insights and recommendations
with key team members
▪Determine who needs to receive report
▪Determine who should be involved in review and discussion of
report
▪Tip: Recommendations agreed on for execution should be
captured and shared with full team
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