Breaking through the healthcare ROI barrier
Proving the ROI of media is a systemic challenge in healthcare, especially with changing sensitivities around pixels and ID-based solutions. In a competitive marketplace dominated by a well-known hospital system and challenged by an equally famous sister organization, a regional healthcare system needed advertising that not only cut through the noise but drove measurable patient action.
MiQ had just what the doctor ordered. MiQ’s Hospital & Doctor Influence is the first and only measurement solution that allows healthcare marketers to measure bottom-funnel impact in terms of patient claims, providing unmatched visibility into how media efforts drive actual patient visits.
Breaking through the healthcare ROI barrier
Proving the ROI of media is a systemic challenge in healthcare, especially with changing sensitivities around pixels and ID-based solutions. In a competitive marketplace dominated by a well-known hospital system and challenged by an equally famous sister organization, a regional healthcare system needed advertising that not only cut through the noise but drove measurable patient action.
MiQ had just what the doctor ordered. MiQ’s Hospital & Doctor Influence is the first and only measurement solution that allows healthcare marketers to measure bottom-funnel impact in terms of patient claims, providing unmatched visibility into how media efforts drive actual patient visits.
Proving the ROI of media is a systemic challenge in healthcare, especially with changing sensitivities around pixels and ID-based solutions. In a competitive marketplace dominated by a well-known hospital system and challenged by an equally famous sister organization, a regional healthcare system needed advertising that not only cut through the noise but drove measurable patient action.
MiQ had just what the doctor ordered. MiQ’s Hospital & Doctor Influence is the first and only measurement solution that allows healthcare marketers to measure bottom-funnel impact in terms of patient claims, providing unmatched visibility into how media efforts drive actual patient visits.
MBB came to MiQ with a critical challenge: proving the ROI of healthcare marketing amidst a fractured patient journey while adhering to industry privacy regulations. The healthcare industry’s complex landscape of privacy regulations made it difficult to track patient journeys effectively, complicating the measurement of marketing impact.
To solve this challenge, marketing agency MBB partnered with MiQ to leverage our proprietary Hospital & Doctor Influence. This pioneering approach offered MBB and the healthcare system a unique, privacy-compliant solution to track patient conversions accurately. Together, MBB and MiQ were able to offer a breakthrough in proving the ROI of healthcare system advertising.
- Increase brand awareness, shift perception and educate on the benefits of academic medicine while understanding which service lines experienced the highest number of patient claims as a result of media exposure
- Drive service line growth across key specialties
- Transform the perception of marketing from a cost center to a profit center
MiQ introduced its HDI measurement solution - the first and only product in the market capable of connecting marketing efforts directly to patient outcomes. This innovative solution allowed the healthcare system to track insurance claims driven by their omnichannel campaigns without relying on identifiers like cookies. MiQ's strategic approach included:
- Leveraging display and video channels to drive the highest volume of claims
- Utilizing short-form audio and video spots, which contributed to 55% of claims, enhancing engagement
- Measuring claims accurately through HDI providing detailed insights by specialty, location, and creative - allowing MBB’s healthcare system client to see the direct impact of their media spend on patient visits. This level of measurement gave the client a clear understanding of which tactics were driving patient actions and helped optimize campaigns in real-time.
4,124 patient claims were recorded, with 2,762 unique patients reached across the hospital system's facilities from March to June 2024
A clear impact was seen across service areas:
- Cardiology
- Orthopedic
- Neurology
Display and video channels drove the highest engagement, with video generating 348 claims and display accounting for 981 claims
Through MiQ’s Hospital and Doctor Influence solution, MBB and their client were able to achieve service line growth through a non-service line-specific campaign and effectively demonstrate the profitability of their marketing efforts, transforming their marketing from a perceived cost center into a profit-generating engine.
