Blog Post

Social Media Marketing ROI

As public health marketers we know that social media can be a great resource to connect users with support services. Health departments and non-profits, however, have limited marketing budgets making every penny count. Knowing how to calculate the ROI for a proposed campaign can help public health marketers use their limited budgets strategically and justify future spending to stakeholders.

Measuring Effectiveness

Like with any other marketing campaign, we want to start our social media campaign with a clearly defined goal. A clear goal is needed to direct efforts and to determine whether we achieved it or not. Next, we need to ensure that we have measurable metrics assigned to our goal so that we can track the performance of our campaign. If the metrics chosen are not measurable, it is impossible to determine if they had an impact. Finally, we must calculate the ROI for the campaign. The traditional ROI calculation is [(value-investment)/investment * 100]. There are also ROI calculators available online that can help with this calculation.

Calculating the ROI for a social media campaign is important for marketers to utilize their budgets effectively and justify spending. Limited funding and budget restrictions of public health organizations make ROI calculations that much more important. Connecting users with support services has been made easier through social media and has proven to be an excellent tool for public health marketers.

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Measuring Return on Investment for Public Health Programs

As public health marketers, we strive to improve the health of our communities. Stakeholders, such as policymakers and community members, want to ensure that campaigns will be worthwhile before investing public funds. Therefore, it is important to highlight the benefits of a program such as return on investment when presenting programs for approval. 

Return on Investment

As public health professionals, we know that money spent on public health programs is a good investment. A UK study showed that on average the ROI for public health intervention was 14.3 to 1. By isolating the effects of a public health program, you can convert the benefits to monetary values and compare them to the cost of the initial investment.

Alternative Measures of Success

Although metrics such as ROI are easy for stakeholders to understand, they often do not give a full picture of the benefits provided. Many public health programs are implemented for their non-financial benefits to society. The Human Capital Approach is an alternative that views people as capital investments. This approach addresses a worker’s potential economic productivity or loss of productivity due to illness or injury.

Measuring the benefits of public health programs can help make a case for funding future programming. Measures such as ROI and the Human Capital Approach can help to quantify the often-diffuse benefits of public health programs so communities know that public funds are being invested wisely.  

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Importance of A/B Testing for Marketers

The goal of any marketer is to optimize the performance of their campaign for maximum impact and reach. A/B testing allows marketers to test elements of their marketing materials and better understand audience preferences. A/B tests are performed to determine if any one element changes the result of a campaign.

Email Marketing

A/B testing is especially helpful in email marketing since there are so many tools available to monitor open and click-through rates. Data management sites like HubSpot allow marketers to collect user interaction data that can be used to run analyses. This information helps digital marketers design better promotional materials that engage audiences.

Decision Making

A/B testing can also help marketers make decisions. Often the results of an A/B test determine investment priorities for organizations. If an element change in a campaign does not bring a significant increase in uptake, it may not be worth investing the time and money to fully implement the change.

A/B testing is a very simple yet effective way to develop effective marketing materials. Therefore, marketers should employ A/B tests when deciding whether to change an element of a campaign before investing time and money. Using A/B testing can help marketers optimize their campaigns for success.