Patricio Robles says, “Measurement is top of mind for marketers and the organizations they serve, but it’s rarely a cut-and-dry matter.

That’s particularly true for healthcare marketers.

According to the Society for Healthcare Strategy and Marketing Development (SHSMD), there are a number of reasons for this.

One is that historically, executives at healthcare organizations have considered marketing to be a cost center and not a profit center.

Another is that in healthcare, marketing has a narrower purview and marketers are disconnected from strategy and product management.

But times are changing and SHSMD says that tightening margins are forcing healthcare marketers to prove that their efforts are paying off”.

Healthcare marketers making progress on measurement & metrics

Econsultancy

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