#224 - MMM is a powerful tool, but not a silver bullet

Media mix modeling can tell healthcare marketers where there may be more opportunity, but it can't answer every question about where and how to spend. In this episode of The Strategists' Corner, Rich Briddock, Chief Strategy Officer at Cardinal Digital Marketing, and Ben Dutter, Chief Strategy Officer at Power Digital, unpack where MMM fits in a modern healthcare measurement strategy. As MMM becomes easier to access, they explore what it does exceptionally well, where healthcare's long patient journeys and fragmented data create limitations, and why the strongest measurement strategies pair modeling with testing and other sources of data. In this episode, you'll learn: Where MMM adds the most value in healthcare and where it falls short Which leading indicators to model when patient revenue takes months to materialize How match market tests validate and add detail to what MMM predicts What to do when the data challenges existing media assumptions If you're evaluating MMM or making media decisions with imperfect healthcare data, this is the episode to queue up next. RELATED RESOURCES A triangulation approach to healthcare marketing measurement - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/triangulation-healthcare-marketing-measurement-framework/ RevRx™: Unlocking the Power of Media Mix Modeling - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/media-mix-modeling-revrx/ The search plateau problem: Why healthcare marketers need incrementality testing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-incrementality-testing/ The healthcare marketer's guide to conversion signal optimization  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/