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Operationalizing Campaign Measurement Beyond Vanity Metrics

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About Course

This course, developed in partnership with PurpleLab, helps healthcare marketers connect media performance to real-world outcomes. You’ll learn how measurement, claims-based insights, and optimization strategies work together to improve campaign performance, prove ROI, and drive more informed marketing decisions. 

What Will You Learn?

  • Measure what matters - Understand the healthcare metrics that go beyond impressions and clicks, including audience quality, script metrics, script lift, doctor visits, and new brand starts.
  • Optimize campaigns with real-world data - Learn how claims-based insights and performance signals can be used to refine targeting, shift budget, and improve results while campaigns are still live.
  • Apply measurement strategically - Explore best practices for DTC and HCP measurement, identity resolution, and turning performance insights into smarter day-to-day marketing decisions.

Course Content

Going Beyond Impressions to Real-World Outcomes
Discover how healthcare marketers connect ad exposure to real-world outcomes. Explore Audience Quality, Script Metrics, and Script Lift to understand how claims-based measurement reveals the true impact of a campaign.

  • Going Beyond Impressions to Real-World Outcomes 
    04:54
  • QUIZ: Going Beyond Impressions to Real-World Outcomes

Turning Measurement Signals into Campaign Optimization
Turn measurement into action. Learn how to use API-driven healthcare outcome signals and campaign performance data to optimize media spend, refine targeting, and improve results while campaigns are still live.  

Putting Healthcare Measurement Into Practice
Hear from a healthcare adtech expert on how leading marketers put outcome-based measurement into practice. Learn which metrics matter most, how DTC and HCP measurement strategies differ, and how identity resolution helps connect media investments to real-world healthcare outcomes.