The shift in thinking is subtle, but can be a powerful tool that elevates the credibility of marketing activities. Suzanne Sawyer, chief medical officer for the Philadelphia-based Penn Medicine, put an even finer point on the topic saying, "It begs the question about the role of social media… unless it sits in a larger, strategic framework, we are at risk for being criticized by the C-suite."
Sawyer uses a robust CRM system to calculate Penn Medicine's digital/social/traditional media ROI for each campaign. She credits the system with giving her and her team a 360° view of all the audiences being touched by one of Penn Medicine's marketing campaigns. The CRM system took two years to build and is enterprise-wide.
It's a significant investment that allows Sawyer to integrate analyze marketing activity, online behavior, and engagement as well as pull patient data, billing, and insurance information together to show true ROI. It also pinpoints what doesn't work. For example, efforts to engage on Twitter were not as successful as Pinterest for a recent Penn Medicine bariatrics campaign.
But, knowing that not all systems have those robust resources at their fingertips, both Sawyer and Pophal gave practical tips to gaining credibility in in the C-suite with meaningful metrics for social media.