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Tell Execs About Social Media Outcomes, Not Process

Jacqueline Fellows, for HealthLeaders Media, October 2, 2013

Instead of trying to teach senior healthcare executives marketing lingo in order to get them to understand the complexities of social media's ROI, a marketing expert suggests communicating with executives about outcomes rather than process.

While attending the Society for Healthcare Strategy and Market Development conference these past few days, I saw and heard some great examples of hospital and health system marketing campaigns with strong ROI.

Organizations picked to speak seem to be working harder than ever to tie value to their marketing efforts. In fact, figuring out the best way to measure marketing efforts was in such high demand from SHSMD members that Diane Weber, RN, executive director of the organization, said it added a marketing analytics track for the conference for first time this year.

"Marketing analytics was added because of the awareness of [the need for] data to find out who patients are," she said. "The types of data and analysis available to us is becoming more advanced. Research and evaluation is going to be more important."

But along with all of that information came one piece of sobering advice for marketers who are trying to teach the C-suite marketing lingo in order to get more understanding from them about the complexity of social media ROI.

Stop.

Instead, learn their language.

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