ABSTRACT
This chapter explores the success of digital communication and also explores some new approaches to analyzing healthcare digital campaigns results. It focuses on the Cleveland Clinic leading case history about digital marketing communication in action. For its search engine marketing program, the team tracks the total number of leads generated, cost-per-lead, and return on investment (ROI). Studies like these leave successful managers like Paul Matsen astonished, especially in today's bottom-line driven market. Data on the level of interactivity, such as degree of awareness and perception before and after a campaign, and changes in health behavior, can truly help to ascertain if a campaign is creating value. Organizations can use these insights to generate and keep significant levels of commitment among target groups of patients throughout the product or service lifecycle. Most of the blog posts, whitepapers, and opinion leaders have recently focused on measuring the effectiveness of social media using soft metrics.
