But Weber called out specific measures that planners indicated would also be important, and they go beyond typical financial ROI, particularly in relation to an organization's performance relative to its competition.
Strategic planning professionals said that in addition to ROI, it would become important to evaluate performance for quality, patient outcomes, and patient satisfaction.
"Interestingly, of all the research that will be important in the future, quality and outcomes research had the highest rating for being more important in five years," said Weber.
Leadership has had a renewed focus on quality and patient outcomes with the ongoing transition from volume to value. The fact that the emphasis on it is extending into other departments could signal that value-based reimbursement transitioning from buzz word to process.
The effect this will have on marketing professionals is significant. According to SHSMD's report, marketing professionals now spend about 43% of their time on planning, strategic development and management and leadership. The strategic planning part of their job is expected to grow in importance over the next five years, especially in the areas of improving patient experience.