A Marketer's Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts

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HC Pro, Inc., 2010 - Medical - 201 pages
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A Marketer's Guide to Measuring Results
Prove the Impact of New Media and Traditional Healthcare Marketing Efforts


Chris Bevolo

Do your marketing efforts make a difference? Prove it.

Analyze the effectiveness of current marketing efforts and implement a long-term measurement discipline through alternative measurement methods." A Marketer's Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts" provides all the tools you need to confidently measure healthcare marketing results.

Exclusively focused on measuring marketing results in healthcare campaigns including:

  • Integrated marketing
  • Social and new media
  • Online marketing
  • Patient experience
  • Physician relations
  • Branding
  • Public relations
  • Direct to consumer marketing

Consistently demonstrate the value of your healthcare marketing with:

  • An easy, five-step system for measuring the results of your marketing activities.
  • A long-term marketing measurement discipline that will give you the ammunition you need to defend and even increase your budget.
  • Case studies from five health systems who successfully measure their marketing efforts.
  • An answer to the ultimate push back question: "How do you really know your marketing made a difference?"

Take a look at the table of contents
Chapter 1: Are You Ready for Marketing Measurement
The Marketing Measurement Transformation
A Rewarding Experience
Chapter 2: Why Measurement Matters
Gain Leaders' Respect
Minimize Staff and Budget Cuts
Defend Against Political Marketing Requests
Show That Marketing Is a Science
Make It Your Job
Chapter 3: The Current State of Healthcare Marketing Measurement
The Intuitive State of Healthcare Marketing
The Challenges of Measuring Healthcare Marketing Performance
Chapter 4: Types of Marketing Measurement: Financial Metrics
Using ROI to Measure Your Results
The Double-Edged Sword of ROI
When Positive ROI Isn't Enough
Chapter 5: Behavioral Metrics
Cons of Behavioral Metrics
Types of Behavioral Metrics
Chapter 6: Attitudinal Metrics
The Benefits of Attitudinal Metrics
The Challenges of Attitudinal Metrics
Moving Beyond Traditional Consumer Research
Chapter 7: Other Types of Marketing Measurement Metrics
Search Engine Optimization
Third-party ratings, rankings, and review
fMRI Technology
Chapter 8: Measuring Marketing Activities
A Five-Step Process for Measuring Marketing Activities
Step One: Define the Marketing Activity
Step Two: Identify the Desired Metrics
Step Three: Clarify the Measurement Categories
Step Four: Capture Data
Step Five: Evaluate and Report
Sample Joint Replacement Surgery Center Measurement Report
Joint Replacement Surgery Center Promotional Campaign
Tips for Measuring Marketing Efforts
Chapter 9: Treating Measurement Like a Science
The Inevitable Question: How Do You Know?
Using Controlled Testing in Marketing Efforts
Think Like a Scientist
It's All About the Variables
Concurrent Baseline Measurement
Multiple Baseline and Relative Comparisons
Take a Scientist's Attitude
Chapter 10: Measuring Within Specific Marketing Disciplines
Consumer Advertising Measurement
Direct Marketing Measurement
Measuring Brand-Building Efforts
Public Relations Measurement
Online Marketing Measurement
Social Media Marketing Measurement
Measuring Physician Relations Efforts
Chapter 11: Building a Marketing Measurement Discipline
Elements of a Marketing Measurement Discipline
A Simple Process for Developing a Measurement Discipline
Keeping Your Perspective
Chapter 12: Case Studies
Bon Secours Health System: Social Media Campaign
St. Joseph's Hospital: Integrated Branding Campaign
Covenant Healthcare: Service Line Marketing
Emory Healthcare: Physician Relations Campaign
Fairview Health System: Comprehensive Marketing Measurement
Who will benefit from this book?

Marketing, advertising and PR directors, VPs, and professionals, chief marketing officers, advertising and PR agencies and consultants.

  

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Contents

Are You Ready for Marketing Measurement?
1
The Marketing Measurement Transformation
2
A Rewarding Experience
5
Why Measurement Matters
7
Gain Leaders Respect
8
Defend Against Political Marketing Requests
9
Show That Marketing Is a Science
11
Make It Your Job
12
Sample Joint Replacement Surgery Center Measurement Report
86
Joint Replacement Surgery Center Promotional Campaign
88
Tips for Measuring Marketing Efforts
91
Treating Measurement Like a Science
97
How Do You Know?
98
Using Controlled Testing in Marketing Efforts
100
Think Like a Scientist
101
Its All About the Variables
103

The Current State of Healthcare Marketing Measurement
17
The Challenges of Measuring Healthcare Marketing Performance
20
Types of Marketing Measurement Financial Metrics
29
Using ROI to Measure Your Results
30
The DoubleEdged Sword of ROI
36
When Positive ROI Isnt Enough
39
Behavioral Metrics
43
Cons of Behavioral Metrics
45
Types of Behavioral Metrics
47
Attitudinal Metrics
55
The Benefits of Attitudinal Metrics
56
The Challenges of Attitudinal Metrics
58
Moving Beyond Traditional Consumer Research
62
Other Types of Marketing Measurement Metrics
63
ThirdParty Ratings Rankings and Reviews
64
fMRI Technology
66
Measuring Marketing Activities
69
Define the Marketing Activity
70
Identify the Desired Metrics
74
Clarify the Measurement Categories
77
Capture Data
80
Evaluate and Report
82
Concurrent Baseline Measurement
104
Multiple Baseline and Relative Comparisons
105
Take a Scientists Attitude
106
Measuring Within Specific Marketing Disciplines
109
Consumer Advertising Measurement
110
Direct Marketing Measurement
115
Measuring BrandBuilding Efforts
122
Public Relations Measurement
128
Online Marketing Measurement
131
Social Media Marketing Measurement
138
Measuring Physician Relations Efforts
145
Building a Marketing Measurement Discipline
155
Elements of a Marketing Measurement Discipline
157
A Simple Process for Developing a Measurement Discipline
159
Keeping Your Perspective
167
Case Studies
175
Integrated Branding Campaign
181
Service Line Marketing
187
Physician Relations Campaign
191
Comprehensive Marketing Measurement
196
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