CHICAGO—Many of UCHealth's marketing campaigns have been successful—sometimes too successful, sometimes overwhelming the system. Luckily, marketers keep a close eye on the performance of their campaigns, so they know when to turn them on and off.
That kind of detailed measurement and nimbleness is crucial in today's marketing environment, according to speakers at Modern Healthcare's Strategic Marketing Conference last month.
“We're in the business of marketing something nobody wants,” said Manny Rodriguez, chief marketing and experience officer for Denver-based UCHealth. “But just because you market to someone about oncology doesn't mean the person's going to get cancer tomorrow,” he said. “We're creating a relationship versus trying to sell or pitch something.”
At UCHealth, much of that work depends on analyzing data to create insights marketers and others can act on.
But data alone aren't enough, Rodriguez said. “Everybody has data,” he said. “It's analyzing the data and creating actionable items from the data that matters."
That includes assessing campaigns that go well, not just those that go poorly. “If you focus so much on the negative, you might think there's no way to change it,” he said.