In an industry that can change in an instant, a lot happens in a year. And this year was no different.
The year 2016 saw long-awaited updates, new user behavior habits and expectations, and a virtual explosion of technology driven possibilities. We also witnessed the further development of artificial intelligence, a technology whose full potential has barely been glimpsed.
It’s been a heck of a ride, and it’s not over yet.
As we enter the New Year, digital marketers face exciting prospects from emerging technologies. Our audiences are engaging with tech in different ways, from voice search, to increased mobile usage, to virtual reality. As marketers, with expansion of technology comes an ever greater need to track its effectiveness. In this article, we’ll cover four important trends worthy of your attention in 2017.
A doctor wouldn’t treat two different patients the same just because they were diagnosed with the same condition. As a doctor of marketing, shouldn’t your client campaigns be subject the same kind of nuance?
We’d argue yes.
Sure, there may be digital marketing guidelines and practices that are common across verticals, but that doesn’t mean there isn’t room to refine your reporting practices based on a client’s specific industry. When it comes to healthcare, there are distinct procedural and user behaviors that can be used to strengthen both reporting and your marketing campaigns.
According to a report from Econsultancy
, healthcare and pharma industries will spend $1.93 billion on paid digital advertising in 2016. Many digital agencies have the opportunity to work with companies in this space, whether specializing in the healthcare niche or having select clients in the field.
Healthcare clients are likely to have highly organized marketing staff who care about detailed data. They’ll want to see detailed breakdowns of campaign performance in regular digital marketing reports and hear thought-out explanations to justify recommendations.
In this article, we’ll cover a few tips to help you build better analytics reports for healthcare clients.