Bold Marketing: Measuring Success with Metrics, AI, and Consumer Insights

Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.

In today’s episode, we have Michelle Rider joining host Sara Payne to explore the significance of holistic metrics in health marketing and the power of boldness in breaking industry norms. As a seasoned marketing executive with a rich background at Aetna and now Teladoc, Michelle offers invaluable insights on leveraging both traditional and non-traditional KPIs, the urgency of aligning budgets with impactful activities, and the prominent role AI plays in modern marketing strategies.

During this conversation, Michelle and Sara discuss the complexities of the consumer journey and the importance of tracking all interactions to create a comprehensive marketing strategy that extends beyond single campaigns. Michelle emphasizes the need for a feedback loop and the use of AI to gather consumer insights quickly and accurately, coupled with the importance of integrating the human aspect in engagements. They also tackle the current challenges faced by marketers, like limited resources and the high demands from C-suite executives, and how being tenacious and bold can drive significant changes even under such pressures.

We’re exploring Michelle’s advocacy for promoting thought leadership within organizations, highlighting personal brands to boost credibility, and her inspirational take on professional development. Michelle’s actionable advice and unique perspective underscore the transformative potential of innovative and bold strategies in healthcare marketing.

Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.

Key Takeaways:

1. Holistic Metrics Matter: Michelle Rider firmly believes in measuring both traditional KPIs (such as reach, impressions, and downloads) and "in between insights" to demonstrate the full impact of marketing efforts. This holistic approach ensures that every aspect of a consumer’s journey is taken into account, proving the true effectiveness of strategies.
2. Leveraging AI for Consumer Insights: Emphasizing the significance of artificial intelligence, Michelle discusses how tools like ChatGPT and Gemini can efficiently organize and analyze data. This approach not only speeds up information collation but also aids in creating data-driven marketing strategies faster than traditional methods.
3. Beyond Single Campaigns: Michelle introduces the "0 to 90" concept, advocating for marketing strategies that consider multiple touchpoints over time rather than focusing on isolated campaigns. This extended strategy allows for a more detailed and effective consumer journey mapping, catering to long-term objectives.
4. Promoting Thought Leadership: Highlighting the importance of elevating individuals as thought leaders, Michelle suggests mirroring personal brands to boost organizational credibility. This tactic can serve as a powerful tool in positioning experts within an organization without conflicting with strict corporate policies.
5. Embracing Boldness and Innovation: Sara Payne and Michelle Rider stress the necessity of bold strategies in healthcare marketing, integrating newer ideas, and harnessing AI’s potential. This boldness, coupled with an understanding of consumer needs and diversity, is vital for pushing boundaries while staying compliant with regulatory constraints.

Join us in future episodes where we continue to bring you insights from industry leaders, and don't forget to subscribe to keep up with the latest in health marketing excellence. We look forward to seeing you at the upcoming HLTH 2024 conference in Las Vegas!