Healthcare News: 49% vs. 1%: marketing’s biggest measurement gap

Last week, I attended the International News Media Association's "Advertising Measurement & Effectiveness Masterclass," and one theme came up again and again: marketers need to prove ROI. Not just to measure success, but to protect and grow their budgets. It's a timely challenge as we work to close the gap between what we can measure and the true impact our campaigns are driving. Trivia: Who was posthumously awarded the Pulitzer Prize for Literature in 1982 for The Collected Poems?

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One Big Thing

49% of healthcare marketing leaders say they can consistently improve ROI at the appointment level. But according to The State of Healthcare Marketing 2026 from Freshpaint, only 1% can connect more than half of their spend to actual patient outcomes.

That gap is worth paying attention to.

To dig deeper, Freshpaint surveyed 200 marketing leaders—from directors to CMOs—managing significant budgets. The takeaway? It's not a skill problem—it's an infrastructure problem (sensing a theme this month?).

And while the report focuses on healthcare, the implications go far beyond the industry. Many marketers are still struggling to connect campaign performance to real business outcomes.

Take a look and let us know what stands out to you.

Job Board

Gilead Sciences

Associate Director, HCP Marketing

Gilead is seeking a marketing leader to drive strategy and execution for healthcare provider (HCP) engagement. This role focuses on developing data-driven campaigns, shaping brand positioning, and delivering integrated marketing programs that effectively reach and resonate with clinicians.

Apply

Real Chemistry

Manager, Social Media

Real Chemistry is looking for a social media pro to develop and execute organic and paid strategies, while advising clients on how to integrate paid social into broader marketing efforts.

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McDermott Will & Schulte

Senior Marketing Manager

McDermott Will & Schulte is seeking a Senior Marketing Manager to lead strategic, data-driven campaigns that enhance brand visibility and drive new business opportunities.

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what caught our eye

What Caught Our Eye

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My colleagues and I have drifted into a few conversations about Love Story: John F. Kennedy Jr. & Carolyn Bessette" and it turns out we're not alone. Disney said the drama is the most streamed show in Hulu's history. It's fueled a wave of '90s nostalgia and renewed fascination with the Kennedy legacy, though the story's tragic ending still looms large. The Cannonball podcast even went as far as calling it a "nightmare."
Last week, a Los Angeles jury delivered an unprecedented verdict, finding Meta and Google liable for the depression and anxiety of a woman who compulsively used social media as a child, awarding $6 million in damages. The ruling could mark a turning point as regulators, schools, and parents continue to grapple with social media's impact.

And the answer is... Sylvia Plath

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