A Marketer's Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts Chris Bevolo Author

A Marketer’s Guide to Measuring Results Prove the Impact of New Media and Traditional Healthcare Marketing EffortsChris Bevolo Do your marketing efforts make a difference? Prove it.Analyze the effectiveness of current marketing efforts and implement a long-term measurement discipline through alternative measurement methods. A Marketer’s Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts provides all the tools you need to confidently measure healthcare marketing results.Exclusively focused on measuring marketing results in healthcare campaigns including: Integrated marketingSocial and new mediaOnline marketingPatient experiencePhysician relationsBrandingPublic relationsDirect to consumer marketingConsistently demonstrate the value of your healthcare marketing with:An easy, five-step system for measuring the results of your marketing activities.A long-term marketing measurement discipline that will give you the ammunition you need to defend and even increase your budget.Case studies from five health systems who successfully measure their marketing efforts.An answer to the ultimate push back question: “How do you really know your marketing made a difference?”Take a look at the table of contentsChapter 1: Are You Ready for Marketing Measurement The Marketing Measurement Transformation A Rewarding ExperienceChapter 2: Why Measurement Matters Gain Leaders’ Respect Minimize Staff and Budget Cuts Defend Against Political Marketing Requests Show That Marketing Is a Science Make It Your JobChapter 3: The Current State of Healthcare Marketing Measurement The Intuitive State of Healthcare Marketing The Challenges of Measuring Healthcare Marketing PerformanceChapter 4: Types of Marketing Measurement: Financial Metrics Using ROI to Measure Your Results The Double-Edged Sword of ROI When Positive ROI Isn’t EnoughChapter 5: Behavioral Metrics Cons of Behavioral Metrics Types of Behavioral MetricsChapter 6: Attitudinal Metrics The Benefits of Attitudinal Metrics The Challenges of Attitudinal Metrics Moving Beyond Traditional Consumer ResearchChapter 7: Other Types of Marketing Measurement Metrics Search Engine Optimization Third-party ratings, rankings, and review fMRI TechnologyChapter 8: Measuring Marketing Activities A Five-Step Process for Measuring Marketing Activities Step One: Define the Marketing Activity Step Two: Identify the Desired Metrics Step Three: Clarify the Measurement Categories Step Four: Capture Data Step Five: Evaluate and Report Sample Joint Replacement Surgery Center Measurement Report Joint Replacement Surgery Center Promotional Campaign Tips for Measuring Marketing EffortsChapter 9: Treating Measurement Like a Science The Inevitable Question: How Do You Know? Using Controlled Testing in Marketing Efforts Think Like a Scientist It’s All About the Variables Concurrent Baseline Measurement Multiple Baseline and Relative Comparisons Take a Scientist’s AttitudeChapter 10: Measuring Within Specific Marketing Disciplines Consumer Advertising Measurement Direct Marketing Measurement Measuring Brand-Building Efforts Public Relations Measurement Online Marketing Measurement Social Media Marketing Measurement Measuring Physician Relations EffortsChapter 11: Building a Marketing Measurement Discipline Elements of a Marketing Measurement Discipline A Simple Process for Developing a Measurement Discipline Keeping Your PerspectiveChapter 12: Case Studies Bon Secours Health System: Social Media Campaign St. Joseph’s Hospital: Integrated Branding Campaign Covenant Healthcare: Service Line Marketing Emory Healthcare: Physician Relations Campaign Fairview Health System: Comprehensive Marketing MeasurementWho will benefit from this book?Marketing, advertising and PR directors, VPs, and professionals, chief marketing officers, advertising and PR agencies and consultants.