Measurement
New book on marketing measurement set for release
“A Marketer’s Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts” is a new book authored by Interval president Chris Bevolo. The book, set for release in April, can now be ordered from publisher HCPro. For more information on the book, check out the official press release. And stay tuned for more to come as we use the book to drive dialogue and dive deeper into the issues surrounding measuring healthcare marketing results.
Join us for webcast on measuring marketing results
Healthcare marketers can now register for a new webcast on measuring marketing results, featuring Interval president Chris Bevolo and St. Joseph’s Hospital senior marketing and communications manager Kimberly Morgan. The webcast, titled “Beyond ROI: Prove the Success of Your Marketing Efforts,” will outline how healthcare marketers can use baseline and relative comparison measurement techniques to demonstrate the results of the marketing efforts. Read the rest of this entry »
Two words that often kill great ideas: “prove it”
When it comes to healthcare marketing, one of the most feared comments from executives, physicians and operational leaders is this: “If you can’t prove this will work, then we’re not doing it.”
As we’ve stated many times over the past year in our blog posts, podcasts, and paper, we feel passionately that marketers should strive to measure the success of their efforts whenever possible. Measurement allows you to demonstrate marketing’s value to leadership, and, more importantly, to better understand what works and what doesn’t. That kind of measurement discipline can help marketers answer that dreaded question by allowing them to pull from past experiences and demonstrate that yes, this can work, and this is how it has in the past.
Except in one case: when the idea is brand new and hasn’t been done before, either by you and your organization, or, even worse, by anybody else. Of course, launching a new idea before anyone else can lead to great success (iPod, TiVo, Starbuck’s “third place” experience, etc.) But in a conservative culture, the lack of a proven track record is often what kills an innovative idea. An article in this week’s BusinessWeek titled “Innovation’s Accidental Enemies” does a great job of reminding us why the lack of a proven track record should be considered an opportunity, not a deficit. Read the rest of this entry »
Social media snake oil
There’s a standing mantra among healthcare marketing consultants and those who follow social media closely: “If someone refers to themselves as a social media expert, run to the hills.” This is driven by the idea that social media is so new, and so little is actually known about its long-term impact, that very few if any social media marketers could have obtained enough experience to claim the title “expert.” Read the rest of this entry »
