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Daily Archives: 10/16/2017

5 ways to measure better at your hospital

Building a measurement strategy for your marketing/communication efforts isn’t easy. Particularly when you’re starting anew (or dramatically rebuilding what you’ve already done). Someone starting down this path usually begins the process with a look of confusion.

Measuring what you’re doing is daunting. Particularly with all the extra scrutiny we’re facing: tightening budgets, not enough time, an over-arching pressure to show ROI and proving what we’re doing is actually working.

There are so many things you can/should be measuring. There is so much to measure (and many more that you wish you could measure, but you don’t have access to the right data). At times it seems overwhelming.

Consider that old joke: How do you eat an elephant? One bite at a time.

Here are a few tips on how to begin digesting that enormous pachyderm of measurement:

Bite #1: Realize you can’t measure the whole thing—pick one thing to start.
Pick a single marketing or communication activity that you are doing that is important to you—or more importantly, to your business goals. The best way to learn good measurement discipline is by doing it well one time, and then applying that knowledge over others in a broader way.

Bite #2: Pick something you have control over.
Some efforts involve multiple people or teams—either within your organization or outside. When you are getting started, it’s best to pick something you manage directly. Not only will it guarantee you’ll have access to all of the metrics, but you can also adjust and modify the activity if you need to improve.

RELATED: Join us in San Francisco for The Role of Communications in Creating Best Places to Work.

Bite #3: Realize that you can’t measure alone—seek help.
Be realistic about what you can and cannot measure. Sometimes you don’t have access to all the data to measure. Find people within your organization that can help you measure. Become friends with them, share with them your desire to measure and then ask for their help. (Bonus bite: if one of these people are in finance, they love to measure!)

Bite #4: Pick the right metrics.
There are hundreds of things you can measure. Maybe more. When you start measuring your efforts, take some time to focus on those metrics that make sense. Align them with your business goals. Establish Key Performance Indicators (KPIs) and spend your time measuring just those. Remember: just because you can measure it, doesn’t mean it’s the right thing to measure. Be selective.

Bite #5: Review, adjust, rinse and repeat.
Once you pulled together your first report, sit down with your findings. Review them in depth to determine if you can improve the way you measure. Share your report with others and ask for their input. Always seek ways to improve—good measurement discipline involves constant review. And then use what you just learned to find another thing you can start to measure.

Taking it one little piece at a time allows you to begin building the internal discipline you need to measure the effectiveness of your marketing/communication efforts.

And it will help prevent you from biting off more than you can chew.

You can read more from Chris Boyer here.

Previously published material.

HealthCareCommunication.com