TP46 – The How and Why of ROI

Marketing
Marketing
TP46 - The How and Why of ROI
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Measuring ROI is not for the faint of heart. However for hospital and healthcare marketers, it is one of the most important KPIs that they can track. In this episode, hosts Chris Boyer and Reed Smith discuss the difficulty many in the industry face when trying to track the financial return of their efforts. With tips on how to use CRM, marketing automation, websites and other digital tactics to measure ROI, the hosts discuss the pros and cons of how we’re currently using these tools to track our financial impact. Featuring an expert interview with David Marlowe, owner of Strategic Marketing Concepts, in which he shares his 30+ years experience helping hospitals in their measurement strategies.

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Ed Bennett

An early adopter and innovator of digital technology, Ed knows first-hand how digital tools have stimulated consumer engagement, improved revenue, and transformed how we do both. He is passionate about helping healthcare organizations develop digital strategies and actionable plans for future growth. He is also the administrator of the website http://MarTech.Health

Sudipto Srivastava

Sudipto Srivastava is a digital health enthusiast whose career has been dedicated to delivering practical innovations in healthcare. He has worked for leading healthcare organizations in New York City, giving him an insider’s perspective while exposing him to a hotbed of innovative startups. Whether it’s AI or telemedicine or remote monitoring, he has kept the pulse on the disruptive innovation streaming through healthcare.

Dr. Nicholas Genes

Dr. Nicholas Genes is an emergency physician and clinical informaticist – he’s implemented EHRs, developed mHealth apps, and led telemedicine initiatives. From his role in IT leadership at a large urban academic medical center, he remains an enthusiastic believer in the potential for technology to improve patient care and safety, while making staff more efficient. Over the years, though, he’s also seen the toll of unintended consequences, and has developed a healthy skepticism toward rosy pitch decks or sweeping policy initiatives.

Bonnie Clipper

Dr. Bonnie Clipper is a top nurse influencer, innovation evangelist, accomplished health care executive, coach, and international speaker. She is a former chief nurse executive with 20 years of expertise in building cultures of innovation, improving employee engagement, and improving the patient experience. She was co-author of The Innovation Roadmap: A Nurse Leader’s Guide and was the lead author of the International Best-Selling book, The Nurse’s Guide to Innovation.  She was the first Vice President of Innovation at the American Nurses Association, where she created the ANA’s innovation framework and is currently the chief clinical officer at Wambi, a health tech company.

Jason Baumgartner

CEO and Founder of BEKHealth

Ann Mond Johnson

Ann Mond Johnson joined the American Telemedicine Association as CEO in 2018.

Dr. Joe Kvedar

Author, editor, advisor and telehealth evangelist. With a focus on advancing the adoption of telehealth and virtual care technologies at the national level, I’m applying 26 years of experience, insights, and influence to several important projects.

Julie Dye

Julie is the owner of Marketing Dx, a consultancy that provides marketing communication services for organizations in the healthcare ecosystem – industry, insurers, providers – and other companies changing the world through science and innovation. She has a passion for medical devices and women’s health areas. Through the years, she led corporate communication, Marcom and PR programs for Abbott, Medtronic, Bayer, HP, and other emerging companies.

Amy Shepherd

Amy is a seasoned marketer and communications strategist with experience in both the private and non-profit sectors. Amy spent the first part of her career working with global brands, including Abbott Labs, Boston Scientific, and Stryker Corporation, and others. She currently serves as Founder of Artemis Communications – a marketing, communications, and PR consultancy specializing in the life sciences industry.

Eric Silberman

President at True North Custom

For nearly 20 years, Eric Silberman has been guiding healthcare organizations across the country toward effective marketing strategies. He has particular expertise in marketing strategies leveraging data analytics and marketing technology to drive patient engagement and acquisition. He serves as Executive Editor for Healthcare Insight magazine — a publication that reaches virtually every healthcare strategy and marketing professional in America — and is a frequent speaker at industry events, including the annual SHSMD, Hospital Marketing National, and Healthcare Internet conferences.

Jane Crosby

VP of Strategy and Business Development at True North Custom

As a strategy lead for True North Custom, Jane coordinates with healthcare partners to generate and implement strategies for building brand, increasing patient and referral revenue and optimizing marketing technology outcomes. Formerly with Medicom Health Interactive, Jane has extensive experience in data-driven and digital marketing strategies that drive brand and revenue growth for healthcare organizations. She earned a bachelor’s degree in healthcare administration from the University of Minnesota Duluth.

David Shifrin

A Left-handed PhD working in a world of right-handed MDs, David is the editorial manager at Jarrard Phillips Cate and Hancock. With over a decade of experience in research, writing and content development, he specializes in curating ideas and making technical concepts accessible to broad audiences. In short, Shifrin helps thought leaders move past jargon to present core messages in a meaningful way.

Lance Lunsford

Lance Lunsford, MBA, is a senior partner at GroundSwell Health, a healthcare communications and marketing consulting group, based in Austin, Texas. Lunsford is a former journalist and has served in leadership roles at health systems and the country’s largest state hospital association.

Michelle Noteboom

Michele Senior Content and Account Director at Amendola Communications and specializes in healthcare IT public relations, strategy, writing, editing, media relations, and marketing communications.

aaron clifford headshot

Aaron Clifford

Aaron Clifford serves as Binary Fountain’s senior vice president of marketing. He brings more than 15 years of experience in the healthcare industry. In this role, he leads all marketing functions, including brand strategy, demand generation, product marketing and customer advocacy services.

Jennifer Siciliano

Chief External Affairs and Communications Officer for Inova, oversees all aspects of Inova’s relationships with external stakeholders, as well as Communications and Marketing.

Mark Berry

Mark Berry is a graduate of Lees-McRae College in Banner Elk NC with a BA in Communication Arts and serves clients with a creative approach by bringing their stories to life in the edit bay. Mark is also maintains his FAA license to commercially operate drones for client’s video capture and photography needs. Mark serves as a Producer at Rettew Creative.

Zac Jiwa

Zac Jiwa

Zac is passionate about making a positive impact on people’s lives by changing the landscape of the U.S. healthcare marketplace as we know it. He is well-versed in the healthcare marketplace and is a technology visionary with broad experience in business operations.

Steven Cutbirth

Steven Cutbirth

Steven Cutbirth is Director of Marketing at The Karis Group, a 20-year old healthcare “startup” advocating for patients via our Karis360 healthcare concierge-style services; and Co-Founder of ATX.Health, a community of healthcare collaborators in Austin, TX.

Greg Matthews

Greg Matthews

Healthcare + Data & Analytics + Strategy | Matthews has been at the forefront of healthcare innovation for the last decade, and has worked for and with some of the largest healthcare companies in the world. He is the founder of HealthQuant, a healthcare analytics & strategy firm based in Austin, Texas.

Dave deBronkart

International patient engagement activist, speaker, author of Let Patients Help: A Patient Engagement Handbook, blogger

Bryan Vartabedian, MD

Bryan Vartabedian is a pediatrician at Baylor College of Medicine / Texas Children’s Hospital and one of health care’s influential voices on technology & medicine.

John Mason

With three decades leading a variety of organizations, from leading soldiers to managing the expectations of Boards. John has honed his leadership skills in a variety of environments, making him quickly adaptable to a variety of situations and personalities.

Bobby Rettew

Bobby Rettew is a multiple Emmy award-winning storyteller, content creator and digital communications strategist focused on the integration of storytelling into organizations’ business goals. Bobby is the owner of Rettew Creative.

Chris Boyer

Principal, @chrisboyer LLC  Using digital marketing, experience and UCD/CX to transform healthcare. Co-host of the touch point podcast and founder of the Touch Point Media network. 

Reed Smith

VP @jarrardinc, Advisor @MayoClinic Social Media Network and @SXSW Health & MedTech. @SocialHealthIns and @tpmnetwork founder

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