Marketing Measurement Your CFO Actually Cares About

How can marketing leaders move past vanity metrics and build a measurement engine that earns total financial confidence from their CFO? In this episode of The Digital Clinic, Aaron Burnett breaks down how healthcare and MedTech marketers can transform marketing from a perceived cost center into a proven business driver. Featuring insights from past episode guests, including Mari Considine, Mike Julian, Richard Chapman, Kevin Madden, Michael Wiegand, and Paul Weinstein, this compilation episode explores how to construct a privacy-compliant, composable data and reporting infrastructure that connects campaign performance directly to bottom-line profitability . In this episode, you'll learn: • How to align marketing KPIs and custom indices directly with your strategic plan • Why default ad platform metrics prioritize raw clicks over customer starts and CLTV • How Media Mix Modeling (MMM) unlocked a 72% profit increase for a Wheelhouse client • How deflection rates can driving higher-value care completion • How to build a privacy-compliant data warehouse integrating CRM and Salesforce data CHAPTERS: 00:00 Marketing Under Pressure 00:41 Winning CFO Confidence 01:51 Beware Ad Platform Metrics 04:09 The Role of Media Mix Modeling 06:42 Marketing Needs to Prove It 08:03 Mapping KPIs to Strategic Plan 10:41 Optimizing Conversion Paths 15:15 Proof of ROI at Scale 26:17 Build It With What You Have #marketing #healthcare #medtech #podcast