With increasingly complex customer journeys, shifting organizational goals, and stringent financial goals, marketers don’t just need data; they need the right data. That’s where a strong measurement framework comes in.
At Butler/Till, we see measurement as a strategic foundation. It starts on day one and continues to be optimized throughout the lifecycle of the partnership. For healthcare brands, especially, this framework serves as a roadmap that connects every click, conversion, and impression back to business-critical outcomes.
Building the Right Foundation
Every campaign begins with goals, but in healthcare, those goals often involve long lead times, hard-to-measure outcomes like prescription volume or HCP engagement, and nuanced target audiences. That’s why our teams collaborate early on to define a tailored measurement framework, rooted in campaign objectives.
Working cross-functionally with analytics, integrated planning, and activation teams, we map KPIs to each layer of the campaign, from channel-level metrics like frequency to proxy indicators for harder-to-access outcomes, like audience quality. We align these metrics with the ultimate business objectives, whether that’s ROI, incremental script lift, or measurable behavior change.
Measurement as a Living, Breathing Strategy
One of the most common pitfalls in campaign measurement is treating it as static; set KPIs, build the report, check the box. But real-world marketing doesn’t work that way.
We believe reporting should evolve with your business. Recently, we partnered with a healthcare client whose leadership shifted strategic focus mid-year. Our team quickly reassessed the existing measurement framework, leveraging advanced analytics, including correlation modeling, to validate whether the original KPIs were still the best indicators of success. We then recalibrated our optimization strategy and performance goals to align with the new vision, ensuring every dollar contributed to the new strategic shift.
Proving the Value of Media
In healthcare, proving the value of media goes beyond showing impressions or CTR. It’s about demonstrating impact on behavior, on sales and ultimately in healthcare, on lives. With the right measurement framework in place, we can show how media drives outcomes that matter, not just metrics that look good on a dashboard. And by continually refining both campaigns and how we evaluate them, we stay ahead of the curve.
In healthcare marketing, measurement isn’t just about accountability it’s about opportunity. It’s how we unlock smarter strategies, build deeper trust with clients and partners, and deliver lasting impact. And at Butler/Till, it’s how we make every campaign count.
Contributors: Shayna Scherer, Lindsay Mueller
