You Are What You Measure: The Vital Signs of Healthcare Marketing

You can’t improve what you don’t measure" – this quote, often attributed to Peter Drucker, holds immense value in the healthcare industry. In today’s competitive market, measuring success is no longer optional—it’s essential. While some aspects, like patient loyalty and doctor satisfaction, are intangible, key performance indicators (KPIs) provide measurable insights that drive growth, inform strategy, and improve outcomes.

To maximize the efficiency of your healthcare marketing, here are vital KPIs you should track:

1. Business Plan Metrics

A hospital’s business plan is the foundation for growth. Break it down into measurable areas:

• Doctor Engagement: Track the performance of full-time, visiting, and new consultants driving patient flow.
• Activities to Monitor: Business empanelments, trade/referral initiatives, outreach OPDs, Standing Order Contract (SOC) renewals, and CME events. How: Use data from your Hospital Information System (HIS) and analyze with the business development team.

2. Weekly Revenue Calls

Hold a weekly revenue meeting to monitor:

• Progress against monthly projections.
• Key areas of deficiency and opportunities for improvement.

These calls encourage accountability, ensuring strategies are quickly adjusted for maximum impact.

3. Call Center Efficiency

Your call center is often the first interaction patients have with your hospital—its efficiency shapes their first impression. Key metrics to track:

• Incoming/Outgoing Calls: Total, answered, missed, and IVR-dropped calls.
• Lead Conversion: Identify gaps where calls fail to convert into appointments.

By analyzing these metrics, hospitals can improve responsiveness and reduce missed opportunities.

4. Community Engagement Metrics

Connecting with local communities builds trust and strengthens patient inflow. Use cause-based marketing to engage with:

• Local leaders (e.g., village sarpanch) and organized groups.
• Community activities like health camps. Track: Camp name, location, attendance, doctor participation, screenings, and conversions to appointments.

5. Digital Presence and Social Media KPIs

A strong digital presence is essential for modern healthcare branding. Leverage platforms like Facebook, Instagram, and YouTube to highlight hospital services, success stories, and updates. Track:

• Engagement: Likes, shares, comments, and reach.
• Lead Generation: Conversion rates from social media campaigns.

6. Operational Excellence Metrics

Operational KPIs ensure streamlined hospital functioning and superior patient care. Key areas include:

• Admission time
• OPD consultation waiting time
• Discharge time
• Complaint resolution speed (e.g., housekeeping, billing, or food services).

These metrics drive service excellence, leading to improved patient satisfaction.

7. Patient Experience Measurement System

Patient feedback is invaluable for reputation management and clinical improvement. Implement tools to gather unbiased data, such as:

• Daily Rounds Feedback
• Discharge Feedback
• Post-Discharge Follow-ups
• Net Promoter Score (NPS)

Rated feedback systems allow hospitals to identify areas of improvement and gauge overall patient satisfaction.

Why Measuring Matters

Tracking and evolving hospital-based KPIs help:

• Create a stronger brand presence.
• Sustain that presence through exceptional patient experiences.
• Engage communities, doctors, and internal teams with measurable growth strategies.

By embracing data-driven marketing and operational excellence, hospitals can stay competitive while delivering high-quality care.

Author Bio: Dr. Vaishali Bodele , Lead-Transformation Management Office at Sterling Hospitals, is a seasoned healthcare professional with nine years of experience in hospital operations. She holds a BDS and a Master's in Hospital Administration from Tata Institute of Social Sciences, Mumbai.