Awareness is a Crutch When Measuring Marketing Success

awareness billboard

Healthcare marketers track consumers, communicate with them, engage with them, build relationships with them, and then convert them. That’s the true goal of marketing success.

So how is it that so many of us have come to focus on awareness as our key success measurement?  Look at our marketing today. Campaigns that say little more than “look at me, look at me!” Billboards and TV ads with no call to action. Web efforts measured by the number of visits.

Does any of that really matter? Does it move the needle of success for your organization? Does your CFO care?

The answer, of course, is “No.”

Awareness is a concept that was created to price mass market advertising tools. Two billboards aren’t created equal – one is better than the other because of the number of people who see it. That’s all awareness measures – how many people see your message.

But seeing isn’t believing. And seeing certainly isn’t becoming a patient.

Instead we should be measuring how many consumers walk through the door as a result of our engagement and relationship building efforts.

But most of us don’t. We focus instead on measuring awareness.

And we wonder why we have trouble getting more budget allocations. Think how much stronger our arguments at the budget table would be if we could demonstrate that our marketing delivered real value.

So instead of buying as many views as possible for the least amount of money, try creating marketing that truly engages and connects with consumers and converts them into patients. Start counting how many prospects your marketing turned into patients.

Easier said than done right? Well if you want to learn how to use digital marketing to generate real results – and we don’t mean awareness – watch our webinar Reinventing Digital Marketing Campaigns.

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Ben Dillon

About Ben Dillon

Ben’s a big picture type of guy. He loves sharing new ideas in digital marketing, keeping a watchful eye on healthcare industry trends and seeing how it all intersects. A sought-after speaker, writer, blogger and current SHSMD board member, Ben’s an influential voice in healthcare marketing, helping organizations across the country embrace online strategies to engage health consumers. Combine his industry savvy with his background in software development and you can see why he’s also an important member of Geonetric’s software team, ensuring our content management system stays a step ahead of market needs. Ben holds a master’s degree in eBusiness and strategic management from the University of Iowa and a bachelor’s degree in computer engineering from the University of Michigan. When he’s not traveling and evangelizing, Ben enjoys cooking with his family and playing the Big House with the University of Michigan Alumni marching band.

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