By The Numbers: Marketing and Communications Benchmarking
Benchmarking with SHSMD and ENDEAVOR ANALYTICS
NEW · Panel 4: AI Improve Your Marketing Strategy with Data-driven Insights
The only tool on the market designed by health care MarCom professionals, for health care MarCom professionals, By The Numbers: MarCom is a benchmarking program dedicated to helping health care teams measure budgets, staffing, and strategic priorities – including this year’s deep dive into AI adoption. The program is offered by SHSMD, a professional membership group of the American Hospital Association, in collaboration with Endeavor Analytics, a subsidiary of Endeavor Management.
- See How Your Spend Stacks Up
- Benchmark FTEs by Function
- Understand AI Adoption
- Generate Custom Reports for Leadership
Key Highlights for 2025–2026
- New Panel! AI Attitudes & Usage Content: Track AI attitudes and adoption, including budgets, FTEs, tools, and readiness.
- Expanded Eligibility: Now open to Behavioral Health and Medical Group practices in addition to hospitals and health systems.
“No matter what field you are in, if you don’t set a baseline, you are setting yourself up for defeat. Using this benchmark survey allows us to establish a baseline that is more specific to our medical field than most other benchmarking surveys.”
Business Manager of Marketing and Communications, The University of Chicago Medicine
Two Participation Options
Contributor
As a contributor, you’ll have free access to aggregate summary data, including AI adoption insights, through our online dashboard. Leverage this insight to justify your budget and make strategic and tactical decisions about where and how to allocate your marketing and communications spending in the future. Complete the survey for complimentary access. As you complete the survey, you’ll also have the opportunity to upgrade to a Paid Subscription for full access to advanced reports with customizable benchmarks.
Paid Subscriber
As a paid subscriber, you’ll have full access through our online dashboard to all reports, including customizable comparisons, advanced filters, unlimited benchmarks, and interactive reporting. You can compare your organization to selected peers and explore marketing and communications budgets, resource allocation, AI adoption and usage, specific budget elements, and trends over time. Complete the Panel 1 and upgrade your access for advanced custom reporting, or contact us at marcombenchmarking@endeavormgmt.com.
Compare the Benefits of Contributors and Subscribers
Metrics |
Contributor |
Paid Subscriber |
| Compare MarCom expenditures to industry-wide benchmarks. |  |
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| Aggregated MarCom expenditure, geographic & staffing data. Evaluate marketing & communications performance as compared to industry-wide benchmarks. | |
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| Organizational data is protected under our privacy policy. | |
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| Benchmark with groups of 5 organizations of your choice at a time in practically unlimited ways, e.g., on specific budget elements, organization groups and over time. | |
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| Interactive dashboard with custom comparisons. | |
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| Create customizable reports with downloadable graphs ready for use in presentations to stakeholders and colleagues. | |
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| Opportunity to talk to an expert about your data. | |
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Exclusive invitation to subscriber-only events such as user webinars and VIP receptions. |
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| Private, exclusive online community to interact with subscriber peers and share best practices. | |
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| Continued support. Receive an aggregate report of all completed surveys on an annual basis in the form of a webinar and PowerPoint slide deck. | |
Gain a Competitive Edge by Benchmarking Your Marketing Spend
Subscriber Pricing
Based on the size of your health care system
$2,500
$7,500
Hear From Health Care MarCom Leaders
Providence
SHSMD member Alan Shoebridge, Associate Vice President of National Communications at Providence, shares how he uses By the Numbers: Marcom to make more informed, data-driven marketing decisions that align with business goals.
Cleveland Clinic
Hear from Peter Miller, Former Administrator of Marketing and Communications at the Cleveland Clinic.
How much should we be budgeting for marketing & communications? What is the right marketing mix?
Hendrick Health System
Hear from Jesiree Driskell, Director of Marketing and Communications at Hendrick Health System as she discusses how the MarCom benchmarking tool shows her where the health care field is going and how she stays in tune with patients' demands.
Mary Washington Healthcare
Lisa Henry, Former Associate Vice President of Communications and Marketing at Mary Washington Healthcare says "it's critical to have a true understanding so that you're not competing or trying to compete against an industry that just doesn't measure up to the same type of skill and support that you need."