Author: Adam Turinas, CEO at Health Launchpad
Last Updated: August 7, 2025
For healthcare technology companies, proving the value of marketing has never been more challenging or more critical. Today’s complex buyer journeys involve multiple stakeholders, lengthy decision cycles, and sophisticated evaluation processes that make it challenging to trace clear lines from marketing activities to closed deals. Yet with increasing pressure to justify every marketing dollar, demonstrating concrete ROI is essential for securing continued investment and executive buy-in.
In a recent survey with healthcare technology leaders, 87% of respondents said that their CEOs do not fully believe in the ROI that marketing is delivering, and only a third felt that their CEOs partially believe that marketing was providing a good ROI.
Health Launchpad helps healthcare tech companies navigate this complexity by implementing comprehensive, data-driven measurement frameworks that establish clear connections between marketing efforts and business outcomes.
In this episode of The HealthTech Marketing Show, we go deep on marketing measurement and attribution with guests Gretchen Hoffman, B2B SaaS Marketing Leader, and Mark Erwich, Chief Strategy Officer for Health Launchpad.
Key Approaches to Measurement and ROI Demonstration
Focus on Pipeline and Revenue Metrics
The days of celebrating vanity metrics, such as impressions and clicks, are over. Today’s marketing leaders need to speak the language of Revenue. Health Launchpad helps companies shift their focus to metrics that directly impact business growth:
Marketing-Sourced Pipeline tracks the total value of opportunities that marketing activities directly generated from first touch to closed deal.
Marketing-Influenced Revenue captures the broader impact by measuring deals where marketing played a significant role in nurturing prospects or engaging key decision-makers throughout the buying process.
Return on Marketing Investment (ROMI) provides the bottom-line calculation that executives want to see: the financial return generated for every dollar invested in marketing.
Reference: Kumar, V. & Shah, D. (2009). “Expanding the Role of Marketing: From Customer Equity to Market Capitalization.” Journal of Marketing, 73(6), 119-136.
In this video, Lauren Burke from AMPS breaks down how to properly define and measure marketing influence beyond surface-level metrics. Start measuring the influence that actually drives revenue.
Clear ROI Calculations
To make marketing investments meaningful to executive leadership, Health Launchpad frames every major initiative in financial terms.
Start by understanding your Customer Acquisition Cost (CAC), the total marketing and sales investment required to win a new customer, and compare it to Lifetime Value (LTV), the projected Revenue that customer will generate over the entire relationship.
CAC and LTV definitions adapted from: Harvard Business Review. (2014). “The Customer Profitability Trap.”
The fundamental ROI formula becomes: ROI = (Revenue Attributed to Marketing – Marketing Spend) ÷ Marketing Spend.
This calculation gets applied to everything from individual campaigns to comprehensive content programs, creating a consistent framework for evaluating marketing impact across all activities.
Comprehensive Measurement Frameworks
Healthcare technology sales rarely follow simple, linear paths. Health Launchpad deploys measurement systems explicitly designed for the realities of complex B2B sales cycles:
Multi-Touch Attribution Models recognize that healthcare buyers interact with multiple touchpoints before making decisions, crediting all marketing activities that contribute to eventual deals rather than just the first or last touch.
Balanced Scorecards combine leading indicators, such as Marketing Qualified Leads (MQLs), with lagging indicators, like closed Revenue, to provide both predictive insights and historical performance data.
Account-Level Engagement Metrics move beyond individual lead tracking to monitor how entire buying committees engage with your content and messaging.
Pipeline Velocity Monitoring provides ongoing analysis of how quickly opportunities progress through each stage of your sales process, helping identify bottlenecks and optimization opportunities.
Regular, Data-Driven Reporting
Consistent communication keeps leadership informed and marketing accountable. Health Launchpad recommends establishing regular reporting cadences with weekly or monthly updates delivered through standardized dashboards that executives can quickly digest.
Executive Dashboards visualize the direct correlation between marketing activities and business outcomes, making complex data accessible to busy leadership teams.
Marketing Impact Reports translate metrics into business language, providing insights such as “Marketing-influenced deals closed 23% faster than non-influenced deals” or “Accounts engaging with three or more thought leadership pieces had 31% higher average contract values.”
In this short video, Healthtech CMO, Adriana Hosford from Artera, reveals the game-changing framework that helped them predict which deals would close faster AND bigger!
Continuous Optimization and Review
Measurement without action is just reporting. Health Launchpad supports ongoing improvement through Quarterly Strategy Reviews that use performance data to adjust targeting, refine content strategies, and optimize tactics.
Win/Loss Analyses identify patterns in successful and unsuccessful deals, allowing for continuous refinement of marketing approaches.
Cross-Functional Performance Reviews ensure alignment between marketing, sales, and other departments, creating unified measurement standards and shared accountability for results.
Addressing Executive Concerns
Even with sophisticated measurement in place, many marketing leaders still encounter skepticism from CEOs and CFOs who question the actual impact of marketing on Revenue. Health Launchpad bridges this credibility gap by consistently translating marketing metrics into revenue impact, demonstrating how marketing-influenced deals typically close faster and at higher values, and providing clear, business-focused reports that align with executive priorities.
The key is moving beyond correlation to show causation, proving that marketing activities don’t just happen alongside successful deals, but drive them.
The Path Forward
Measuring marketing ROI in healthcare technology is about building the foundation for future growth. Companies that implement robust measurement frameworks position themselves to make data-driven decisions, optimize their marketing investments, and scale their efforts with confidence.
By focusing on revenue-connected metrics, implementing comprehensive attribution models, and maintaining consistent communication with leadership, healthcare tech companies can transform marketing from a cost center into a recognized revenue driver. The measurement framework becomes not just a reporting tool, but a strategic advantage that enables more intelligent resource allocation, better campaign performance, and stronger alignment between marketing activities and business objectives.
In an industry where trust and credibility are paramount, demonstrating clear marketing ROI is essential for long-term success and sustainable growth.
