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Implementing marketing strategy (Part four)
D C Dodson1, M Dotson, T F McIlwain
1Pfeiffer College, Charlotte, NC 28206.
Health Marketing Quarterly
|December 9, 1992
Summary
Healthcare marketers must track strategy performance and demonstrate outcomes to justify resources. Proving marketing effectiveness is crucial for achieving organizational objectives and fulfilling mission goals.
Area of Science:
- Healthcare Marketing
- Performance Measurement
- Organizational Strategy
Background:
- Effective marketing is essential for all organizations.
- Healthcare organizations require robust marketing strategies.
- Justifying marketing investments necessitates outcome measurement.
Purpose of the Study:
- To emphasize the need for performance monitoring in healthcare marketing.
- To highlight the role of outcome measurement in justifying marketing efforts.
- To outline the future challenges for healthcare marketing executives.
Main Methods:
- This abstract does not detail specific methods.
- The focus is on the strategic importance of marketing evaluation.
- Conceptual framework for marketing performance assessment.
Main Results:
- Organizations must continuously monitor marketing strategy performance.
- Effective outcome measures are vital for healthcare marketing.
- Demonstrating marketing's contribution to organizational mission is key.
Conclusions:
- Healthcare marketers must develop and prove the effectiveness of their strategies.
- Performance evaluation is critical for securing resources and support.
- Aligning marketing efforts with organizational objectives is paramount.