In healthcare marketing, the SOAP method is adapted to structure monthly campaign reports. It allows marketers to present complex information logically and align it with medical language. This not only facilitates understanding across teams but also builds trust between departments.
The Marketing SOAP Report Methodology mirrors the clinical SOAP steps, tailored to the marketing context.
1. Subjective
In marketing, this step gathers perceptions and feedback from stakeholders, the marketing team, and the target audience. It captures the “pain points” observed during the campaign period.
Key questions for the report:
- What was the general sentiment about the campaign’s performance?
- Were there any recurring complaints or praises?
- How were the creatives and messages perceived by the audience?
Practical example:
- Client feedback: “We’re getting leads, but the quality is low.”
- Team perception: “The ads generated engagement, but conversions dropped.”
- Audience insights: “Many questions on Instagram about how to book appointments.”
2. Objective
In this step, concrete data and campaign metrics, such as CTR, CPA, and ROI, are analyzed. The goal is to separate perceptions from facts and create a solid foundation for diagnosis.
Key questions for the report:
- How did the main metrics (CTR, CPA, ROI) perform?
- Were there significant variations in reach or engagement?
- Were any data anomalies observed?
Practical example:
- CTR: 3.8% (above average).
- Conversion rate: 1.1% (a decrease compared to the previous month).
- CPA: $45 (a 20% increase in cost per acquisition).
3. Assessment
This step is the “diagnosis” of the campaign. Here, perceptions and objective data are combined to identify what worked, what needs improvement, and what opportunities can be explored.
Key questions for the report:
- What factors contributed to positive or negative performance?
- What is misaligned with the campaign objectives?
- What behavioral changes in the audience were detected?
Practical example:
- Positive diagnosis: Video ads performed well on Instagram, generating 75% of total traffic.
- Negative diagnosis: The landing page still has a 68% bounce rate.
- Strategic insight: The customer journey needs adjustment, particularly in the conversion stage.
4. Plan
The action plan is developed based on the diagnosis. It should be clear, measurable, and include specific steps to optimize the campaign for the next period.
Key questions for the report:
- What actions will be taken to improve results?
- What KPIs will be monitored to measure the impact of these actions?
- How will findings be communicated to stakeholders?
Practical example:
- Landing page:
- Redesign with clear CTAs emphasizing urgency (“Book your appointment today!”).
- Ads:
- Increase investment in Instagram and YouTube video ads.
- Test carousel ads with patient testimonials.
- Remarketing:
- Launch a retargeting campaign for users who clicked on ads but didn’t convert.
Why is this methodology so important in healthcare marketing?
In healthcare, physicians and professionals value clear communication, fact-based analysis, and alignment with patient care objectives. Using the Marketing SOAP Report Methodology not only organizes information logically but also enables marketers to:
- Speak the same language as healthcare professionals:
- Present metrics as “diagnoses” and strategies as “treatment plans,” bridging the gap between departments.
- Demonstrate commitment to concrete results:
- Just as physicians are dedicated to successful treatments, marketing teams show their dedication to campaign success.
- Facilitate decision-making:
- Clear, well-structured reports make meetings more productive and help align expectations.
Bridging Healthcare and Marketing
The Marketing SOAP Report Methodology is more than a strategic framework; it is a bridge between two essential fields for the success of healthcare campaigns. By combining clinical clarity with marketing insights, this methodology transforms reports into powerful tools for communication and continuous optimization.
Are you ready to implement the Marketing SOAP Methodology in your reports? Communicate more effectively with healthcare professionals and demonstrate how your campaigns are critical to both patient and organizational success!
