Healthcare, moving towards measureable and meaningful KPI’s

Posted on December 23rd, 2015 by Candice Rotter

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs to evaluate their success at reaching targets. In healthcare we have several options, harder KPI’s mean we have something we want consumers to complete or do as a direct result of the campaign.

  • Classes & Events Page
  • Consult-a-Nurse Page
  • Find a Doctor/Physician Page
  • Form Completion
  • Health Library/ iTriage Symptom Checker
  • Heart Risk Assessment
  • Stroke Risk Assessment
  • Online Scheduling/Online Appointment Scheduler
  • Phone Calls
  • Visit a Location

There are also softer KPI’s that can be monitored, for campaigns that are more awareness based or for branding purposes.

  • Page Views 3+
  • Time on Site 2 min+
  • Unique visitors
  • Site Traffic

Insights and Analytics

In general, we group performance metrics into three categories – performance metrics, optimization metrics and success metrics.

Performance Metrics: These are metrics that have been identified as key indicators of campaign performance and that can be affected through campaign optimization.

Optimization Metrics: We monitor these metrics closely and adjust media placements to meet performance metric goals accordingly. It is very common for some optimization metrics to be viewed as performance metrics but doing so can negatively affect progress toward reaching the objectives of a campaign. 

Success Metrics: Success metrics are established by the client, are specific and measurable. These are the objectives, that when reached, allow us an agency to help make our client’s marketing teams heroes to their executive boards. Honest and close communication between True Media and the client marketing team is necessary to set realistic and attainable business objectives.
Examples of some KPIs

Our insights and analytics software provides True Media with a full suite of APIs and file import processes to aggregate marketing performance data, CRM systems, e-commerce activity, and web results into easy to ready workbooks that allow both our team and client to easily visualize campaign performance. These systems allow us to aggregate sales and marketing data in order to better communicate a true return on investment.

Site Session and Bounce Analysis from Google Analytics DataEffective CPM chart broken down by media

When reporting on our campaigns, these are the questions that will be answered.

What worked well and why?

Based on the KPIs the client gave or we assigned to the campaign

What didn’t work as well and what are we doing about it?

Why didn’t it?
If ongoing, is there anything we can do to make it better?

What were some optimizations made during campaign to improve performance?

What did we learn?

Can this knowledge be applied anywhere else/future campaigns?

Dimensions to Consider:

Who are we reaching and where/how are we reaching them
Reach and frequency
Site traffic
Unique impressions
Site lists
Social engagement