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How to calculate and apply ROI to health insurance marketing

Health insurance marketers often talk about ROI, or, more precisely, return on marketing investment or ROMI (alternatively called marketing return on investment or MROI), but struggle with how to calculate it and put it into action. As industry dynamics shift and direct-to-consumer marketing becomes increasingly important, it's critical for marketers to embrace return on marketing investment. Doing so will help with planning, budgeting, goal setting, and defining success – and overall, help to make the case to senior leadership about marketing's impact on the business.

What's covered:

• How health insurance marketers should calculate ROMI
• How ROMI can be used to make critical marketing decisions
• Examples of how to apply ROMI to key Medicare and Individual marketing campaigns