If your CEO walked up to you in the hallway at your hospital next week and asked you what return on investment your hospital is getting for your marketing efforts, could you accurately answer the question? “Four years ago we could not answer that question. Today we can,” says Alicia Shoemaker, senior account manager at Nationwide Children’s Hospital in Columbus, Ohio. This year the marketing team achieved an 85 percent return on investment, with the goal of 100 percent ROI in 2018.
Making the business case for investment in infrastructure, support services, and especially a CRM system can be tough in pediatric hospitals. “You’re marketing to the parents, not the patients,” explains Shoemaker. “The people you’re marketing to aren’t necessarily the people in your database. And predictive modeling is not currently readily available in the pediatric market.”