Marketing analytics from digital and social media channels are essential. These channels are becoming ubiquitous and highly integrated into people’s daily lives. People are turning to these emerging technologies more and more for their healthcare needs, so there is a growing opportunity to engage and convert consumers through these channels. However, marketers must be prepared to think and react differently when measuring these results because these channels offer real-time data. Marketers can hone their strategy and tactics instantaneously and be smarter about how they devote their time and resources. Whether you’re measuring website engagement, rich media performance, or SEM results, you have to correlate your data sets in a timely manner and be highly responsive to the data. This may require a cultural shift in your organization, but it’s vital to move toward leveraging this data and use these channels to reach audiences in real-time. Additionally, social media platforms and behavioral targeted ads allow you to be incredibly targeted. Not only can you connect with a highly-targeted audience segment, but you can measure how they are responding to your message and content so you can see what is working and what isn’t. New media marketing analytics are very sophisticated. You can measure beyond just page views, clicks, and social media followers. You can monitor what people are saying about your brand, your competitors’ brands, and the industry as a whole. You can measure true engagement and brand loyalty and identify the influencers who are willing to support your brand. This level of reporting and analytics can provide deeper insight and greater accountability to other aspects of your marketing strategy, allowing you to make smarter business decisions overall.