In healthcare, there is “evidence-based medicine” or EVB; a series of protocols or “care pathways” based on the results of research that increase the probability of successful medical outcomes. Likewise, in modern marketing, there is evidence-based strategy—the development of the business growth and creative strategy based on the evidence of research into the needs, problems, and preferences of the marketplace. As in the case of healthcare, evidence-based marketing is designed to increase the probability of successful results.
In her article, “Six Tips for Creating an Analytics-Driven Marketing Culture“, Adele Sweetwood addresses this concept in detail and calls for the acceptance and integration of an analytical culture within businesses and their marketing resources.
Toward More Evidence-based Marketing
As Ms. Sweetwood says, “Like it or not, marketers have traditionally been viewed as creative types who rely on catchy copy, clever promos, and gut instinct to reach customers and prospects. Certainly they have not been seen as strategic business advisers. That’s because measurement has been so haphazard that Marketing struggled—and typically failed—to demonstrate value.”
However, times are changing and marketing organizations have had to adapt—some faster and better than others. If marketing organizations are going to provide real value to their senior living clients in the form of tangible results, they must first have the services, resources and skill sets required to deliver evidence-based strategy.
Analytics Improve the Creative Process and Message Impact
“If you are like most marketing organizations, Sweetwood says, “You already pack a strong dose of creativity. Applying analytics enables you to combine fact-based decision-making with creativity.” “Analytics doesn’t replace innovation. Nor does it supplant people or programs. Rather, analytics makes for less guesswork and more strategy. By rewarding curiosity, building confidence, and ensuring accountability, analytics enables innovation and makes a marketing program more creative and powerful.”
She summarizes by pointing out that:
- Marketers have to adapt: If you want to deliver value with tangible results, you need to build an analytical culture.
- Applying analytics enables Marketing to combine fact-based decision-making with creativity.
- Analytics enables innovation and efficiency by rewarding curiosity, building confidence, and ensuring accountability.
The Key Lesson for Senior Living Organizations
The key lesson for senior living organizations today is that it is extremely important to partner with a marketing supplier that has the capabilities and experience to provide the evidence upon which effective strategy and creative concepts can be built. As an example, blogging has been shown to be a best practice strategy for significantly increasing web site visits and maximizing your public exposure to your market. Enlightened senior living organizations are now using optimization strategies to increase exposures, contacts and potential leads to convert to sales.
Examples of key marketing services to look for in a marketing partner: