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Finding optimization opportunities with new metrics

Objective

A recent merger of two separate Chicagoland area health systems resulted in the formation of Illinois’ third-largest provider. Serving more than 1.2 million residents, the need to develop a unified brand message was critical. To effectively monitor results, the organization required a systematic measurement reporting and analytics approach to measure marketing effectiveness and ROI—a task that would ultimately be built from the ground up.

The two health systems were operating with an array of disparate data collection and reporting systems. Movéo recommended synthesizing its data sources and rebuilding its metrics into a holistic and structured framework to provide transparency to senior leadership on brand and service line marketing performance.

Discovery

Movéo’s Data & Insights team needed a base understanding of success metrics that were critical to the organization to define and gain agreement. We conducted stakeholder interviews with the health system’s marketing, planning, finance, call center, digital, and CRM teams to audit their data reporting systems and determine the methodology for collecting and assimilating the data from various sources. Our goal was to properly track actions and outcomes to ensure marketing attribution and data integrity. Next we built data collection sheets in order to tag, track, cleanse, integrate, and analyze corresponding data from tens of sources.

This new collaboration allowed us to connect the data from each team in an accurate, consistent, and integrated manner to tell a holistic “story.”

Insight & Strategy

Once Movéo had a clear vision of the key success measures, the Data & Insights team developed a metrics strategy framework that outlined key performance indicators for baseline and future measurement reporting to:

  • Identify ways to show progress towards key success metrics
  • Build actionable insights

The new framework aligned and measured our marketing efforts in moving consumers through each stage of the marketing funnel.

The top of the funnel measures our marketing efforts in building awareness, familiarity, reputation, interest, and preference in order to generate demand and drive appointments. Post conversion, engagement efforts focus on driving positive consumer experiences, brand advocacy, and ultimately, revenue.

Within each level we developed corresponding key performance indicators to measure results from brand market research, online and offline paid and owned media, web, social media, events, call centers, CRM ,and revenue growth.

Implementation

The team developed a holistic dashboard, which thereafter served as the foundation for individual service lines reports (Heart & Vascular, Oncology, Orthopedics, etc.) as well as medical group reports — all of which were developed and delivered simultaneously.

Movéo set up three different types of reporting cycles for the client — weekly, monthly, and quarterly — that give more dynamic information depending on the type or timeframe. Weekly reports are automatically refreshed on data platforms with key media, web metrics, and findings for the week, whereas monthly reports provide a more in-depth view behind each campaign’s performance, providing actionable insights for continuous optimization. The quarterly reports are the most holistic of the three, with a clear look and digestible visualization at how collective marketing tactics work to drive business bottom line growth and return.

Results

Since establishing a foundation for metrics collection, reporting, and analysis, Movéo has set the stage for a solid baseline of measurement. Our metrics strategy has enabled our client to achieve transparency with stakeholders across the organization, including clinical and executive leadership—an accomplishment that had never previously been realized. Additionally we were able to influence marketing program priorities and budget allocation. Our metrics efforts have informed real-time optimizations by channel and tactics for brand and service line campaigns.

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