Healthcare content marketing is both an art and a science. It's one thing to create great content in the form of blog posts, eBooks, infographics, podcasts, quizzes, videos and whitepapers, but how can you measure that content to see if it made an impact? Measuring your healthcare content marketing performance may seem challenging, but it doesn't have to be.
Media Logic recently hosted a webinar to discuss how marketers can embrace health insurance marketing ROI, especially since industry dynamics have shifted and direct-to-consumer marketing is critical.
During the open enrollment planning phase, healthcare marketers should take a step back to look at web assets and analyze performance based on objectives. Now is the right time to evaluate prior campaign metrics, reassess paid search terms and test the web experience from the consumers’ POV.
Even though everyone understands that metrics are necessary and can be instructive, it’s often difficult to know how to configure the proper tracking and reporting mechanisms. To help you set everything up – or ask the right questions as you work with a partner or healthcare marketing agency – here are six tips to ensure that you get the full strategic value from your healthcare marketing metrics.
Some struggle to measure content marketing ROI. Others go so far as to say, “You can’t do it.” Well, of course you can. In fact, it’s imperative. And there's good news: there are dozens of ways to measure how consumers are accessing and using content. Dozens.
How much is a Facebook fan worth?
There has been a lot of discussion about this topic lately, among brands and marketers alike, that are struggling to quantify the value of social marketing efforts. Here in Albany, a local car dealership has been advertizing a $50 incentive to become their fan on Facebook. Another company has come up with a formula that they consider to be a scientific method of putting a dollar value on a fan, while other marketers rebut this formula as inaccurate.
So, who is right?