The first thing both suggested was knowing your organization's strategic plan in order to align marketing campaigns to those goals. It makes sense, but it is also easy to lose track of that big picture when you're constantly monitoring the number of likes a post gets on Facebook or the number of views a video gets on YouTube.
Get out of weeds and look at the landscape. It'll give you a different view – the same one your leadership most likely has.
Pophal broke down into three categories what the C-suite is looking for in terms of social media ROI:
To show increased revenue from a campaign, potential patients have to be tracked somehow. Whether it is capturing email addresses at an event, such as a health fair, or tracking the number of new patients to a particular service line that was recently marketed on social media channels, patients must be tracked.
There are several ways to track volume increases, and it tends to be easier when executing a service line campaign, but the key is tying it to the strategic plan of your organization.
If your hospital wants to increase colonoscopies by 10% over six months, giving your CEO the percentage increase in Facebook fans doesn't address the ROI question. Instead, frame it by noting how Facebook contributed to engaging patients who came in for colonoscopies.