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Related Experiment Videos

Measuring marketing effectiveness.

J Gluckman, T Michaelis

    Health Progress (Saint Louis, Mo.)
    |August 8, 1987
    PubMed
    Summary
    This summary is machine-generated.

    Hospital marketing directors can prove their function's value by measuring effectiveness. Establishing a marketing database and using experimental strategies helps demonstrate return on investment for healthcare services.

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    Area of Science:

    • Healthcare Management
    • Marketing Analytics

    Background:

    • Hospitals face increasing pressure to justify marketing expenditures.
    • Demonstrating the return on investment (ROI) of marketing initiatives is crucial for board approval.

    Purpose of the Study:

    • To outline a framework for measuring marketing effectiveness in hospitals.
    • To provide strategies for demonstrating the value of marketing functions to hospital leadership.

    Main Methods:

    • Developing a comprehensive marketing database including demographic and demand projections, and market share.
    • Employing experimental testing of marketing strategies with documented expected results and measurement techniques.
    • Utilizing decision trees for "impossible-to-measure" scenarios, such as competitive advertising analysis.

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    Main Results:

    • A structured approach enables the quantification of marketing effectiveness.
    • Calculation of expected ROI is feasible through systematic data collection and analysis.
    • Decision trees offer a method for optimizing advertising spend in complex competitive environments.

    Conclusions:

    • Marketing effectiveness in hospitals can be measured through robust data and strategic experimentation.
    • Demonstrating ROI is key to securing board support for marketing functions.
    • Systematic approaches, including decision trees, aid in strategic marketing investment decisions.