Measuring ROI: Is it worth it?

A panel of experts offers a wide range of perspectives on healthcare marketing and diverse views on the concept of measuring healthcare marketing ROI. Defining marketing ROI is tough in any industry and is particularly a challenge in healthcare, according to Sheb L. True, associate professor of mark...

Full description

Saved in:

Bibliographic Details
Published in:	Marketing health services 2002-10, Vol.22 (3), p.33
Main Author:	Thomas, Richard K
Format:	Magazinearticle
Language:	eng
Subjects:	Accounting Alliances Decision making Direct marketing Executives Expenditures Health services Hospitals Initiatives Marketing Measurement techniques Patients Pharmaceutical industry Pharmacy Return on investment Sales Teachers
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Description
Summary:	A panel of experts offers a wide range of perspectives on healthcare marketing and diverse views on the concept of measuring healthcare marketing ROI. Defining marketing ROI is tough in any industry and is particularly a challenge in healthcare, according to Sheb L. True, associate professor of marketing at Kennesaw State University in Kennesaw, GA. Ideally, he says, one would like to be able to correlate marketing expenditures with the sales resulting from those expenditures. But there are too many other variables for this simple approach to work. Daniel Fell, partner and marketing consultant with Daniel+Douglas+Norcross, a Chattanooga-based marketing and communications company, says that single-purpose organizations and organizations that can isolate activities are much more appropriate for ROI measure. David Marlowe, principal of Strategic Marketing Concepts, a Maryland-based healthcare marketing consulting firm, says that the best candidates appear to be health care organizations with a single focus or organizations that offer unusual services - like sleep labs.
ISSN:	1094-1304