LinkedIn’s ‘The CMO Scorecard’ shows how health organisations can achieve outcomes
The CMO Scorecard is an interesting concept that was recently published by the LinkedIn think tank, The B2B Institute.
The Institute's outcomes-focused formula argues that 'Creative x Media = Outcomes' (CMO).
As a healthcare PR agency that knows all about delivering business outcomes, this is right up Evergreen PR’s street, and the results align with what we have found through our own integrated award-winning campaign work.
Creative quality is about winning attention and, as this report puts it, "creating lasting memory structures that will influence a buyer's later decision-making." Marketing activity should not be about winning attention for its own sake, but rather capturing meaningful attention that primes a prospect to act at a later stage.
Take a look at the creative we developed for our campaign with the Royal College of GPs, which, together with an excellent story and targeted communications to the NHS, healthcare media and stakeholders, helped drive a 645% increase in GP practices signing up to their Veteran Friendly accreditation programme.
Media (meaning channel rather than, necessarily, mainstream media) is also very important as, to earn attention, content must have the opportunity to be seen. The report talks about the importance of reach for brand-building as, without reaching your target audience, you do not have the opportunity to make them aware or influence their thinking or behaviour. Excess Share Of Voice (the extent that Share Of Voice exceeds Share Of Market) is seen as a key metric here. Essentially this means that your media footprint is bigger than your market share.
Our work with Tinnitus UK is a great example of how exposure can drive action. Our campaign for a Tinnitus Biobank generated 172 media items, including appearances on BBC Breakfast, Radio 1 and Radio 5Live, as well as online articles with BBC News, The Times, The Telegraph and others. The level of exposure, coupled with another excellent creative, drove 3,500 people to sign up to share their healthcare data with the Tinnitus Biobank and generated a number of conversations with funders to discuss the potential of paying for the £4m facility.
The B2B Institute’s CMO Scorecard has been developed primarily with LinkedIn advertising in mind, but it is definitely relevant for earned and shared media too.
Applying it to the healthcare landscape, by understanding target audiences - whether patients, clinicians, commissioners, payers or politicians - you can develop creative ideas and messages, and channel and partner strategies that will reach them, and create lasting memory structures.
And, by regularly investing in communications and marketing activity - this report refers to the importance of frequency as memories decay over time - you can deliver immediate spikes followed by ongoing growth in momentum.
Take a look at the Work section of our website to see how we have supported scores of healthcare organisations to achieve tangible business outcomes by prioritising the things that drive impact.
Leigh Greenwood Chart.PR is the founder and managing director of Evergreen PR, the healthcare PR agency that drives tangible outcomes. To contact Leigh, call 0114 437 2487 or email leigh@evergreenpr.co.uk for a free consultation.