White Paper: Understanding the Importance of Accountability for Hospital Marketing Investments

Share this article:
One of the greatest challenges that has historically confronted hospitals of all sizes and sponsorships is how to measure the return on investment of their marketing efforts.


The vague nature of many promotional undertakings, the numerous variables that go into defining success and the inability to adequately answer the skeptics' claim that "these patients would have come here anyway" has made measurement an exercise that for many years was conveniently swept under the rug.


Today is a far cry from the early 1980s when the term "marketing" was first being introduced within the healthcare industry. Back then it would have been unimaginable to have used the words "marketing" and "return on investment" in the same sentence. Fortunately, much has changed in the generation that has passed.


http://www.dmnews.com/pdffiles/roipaper.pdf


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

SAP Ramps Up Canadian Cloud Investment

SAP Ramps Up Canadian Cloud Investment

It's one of 16 new data centers the software company will open this year to meet a 39% increase in demand for cloud services.

Top 5 Spending and Investment Insights from Marketers

Top 5 Spending and Investment Insights from Marketers

Confidence in data-driven marketing led marketers to set high Q1 2014 goals.

MeritDirect Introduces Predictive Marketing Suite

MeritDirect Introduces Predictive Marketing Suite

New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.