ABSTRACT
Imagine you have recently concluded a digital campaign to grow the number of stent replacement surgeries for your hospital, and by working with the cardiovascular service line director, you’ve ascertained that surgeries expanded 8 percent over the course of the campaign. Excited and happy, you present your results to the management leadership team, with pride displaying the number of cardiovascular diseases conference participants, the number of callers to the call center who asked about stent replacement surgery, and the 8 percent growth in surgeries as a result of the campaign. The CFO, or CEO, or perhaps a physician, will ask, “How do you know the increase in volume came from your campaign? How do you know those patients wouldn’t attended anyway?”
