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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
PubMed
Summary
This summary is machine-generated.

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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.

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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.