{"product_id":"9781601467461","title":"A Marketer's Guide to Measuring Results: Provide the Impact of New Media and Traditional Healthcare Marketing Efforts","description":"\u003cbr\u003e\u003cb\u003eA Marketer's Guide to Measuring Results\u003cbr\u003e Prove the Impact of New Media and Traditional Healthcare Marketing Efforts\u003c\/b\u003e\u003cp\u003eChris Bevolo\u003cbr\u003e  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDo your marketing efforts make a difference? Prove it.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eAnalyze the effectiveness of current marketing efforts and implement a long-term measurement discipline through alternative measurement methods.\u003ci\u003e A Marketer's Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts\u003c\/i\u003e provides all the tools you need to confidently measure healthcare marketing results.\u003c\/p\u003e\u003cp\u003eExclusively focused on measuring marketing results in healthcare campaigns including: \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIntegrated marketing\u003c\/li\u003e\n\u003cli\u003eSocial and new media\u003c\/li\u003e\n\u003cli\u003eOnline marketing\u003c\/li\u003e\n\u003cli\u003ePatient experience\u003c\/li\u003e\n\u003cli\u003ePhysician relations\u003c\/li\u003e\n\u003cli\u003eBranding\u003c\/li\u003e\n\u003cli\u003ePublic relations\u003c\/li\u003e\n\u003cli\u003eDirect to consumer marketing\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eConsistently demonstrate the value of your healthcare marketing with:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eAn easy, five-step system for measuring the results of your marketing activities.\u003c\/li\u003e\n\u003cli\u003eA long-term marketing measurement discipline that will give you the ammunition you need to defend and even increase your budget.\u003c\/li\u003e\n\u003cli\u003eCase studies from five health systems who successfully measure their marketing efforts.\u003c\/li\u003e\n\u003cli\u003eAn answer to the ultimate push back question: “How do you really know your marketing made a difference?”\u003c\/li\u003e\n\u003c\/ul\u003e\u003cbr\u003e\u003cb\u003eTake a look at the table of contents\u003c\/b\u003e\u003cp\u003e\u003cb\u003eChapter 1: Are You Ready for Marketing Measurement\u003c\/b\u003e\u003cbr\u003e The Marketing Measurement Transformation\u003cbr\u003e A Rewarding Experience\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 2: Why Measurement Matters\u003c\/b\u003e\u003cbr\u003e Gain Leaders’ Respect\u003cbr\u003e Minimize Staff and Budget Cuts\u003cbr\u003e Defend Against Political Marketing Requests\u003cbr\u003e Show That Marketing Is a Science\u003cbr\u003e Make It Your Job\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 3: The Current State of Healthcare Marketing Measurement\u003c\/b\u003e\u003cbr\u003e The Intuitive State of Healthcare Marketing\u003cbr\u003e The Challenges of Measuring Healthcare Marketing Performance\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 4: Types of Marketing Measurement: Financial Metrics\u003c\/b\u003e\u003cbr\u003e Using ROI to Measure Your Results\u003cbr\u003e The Double-Edged Sword of ROI\u003cbr\u003e When Positive ROI Isn’t Enough\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 5: Behavioral Metrics\u003c\/b\u003e\u003cbr\u003e Cons of Behavioral Metrics\u003cbr\u003e Types of Behavioral Metrics\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 6: Attitudinal Metrics\u003c\/b\u003e\u003cbr\u003e The Benefits of Attitudinal Metrics\u003cbr\u003e The Challenges of Attitudinal Metrics\u003cbr\u003e Moving Beyond Traditional Consumer Research\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 7: Other Types of Marketing Measurement Metrics\u003c\/b\u003e\u003cbr\u003e Search Engine Optimization\u003cbr\u003e Third-party ratings, rankings, and review\u003cbr\u003e fMRI Technology\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 8: Measuring Marketing Activities\u003c\/b\u003e\u003cbr\u003e A Five-Step Process for Measuring Marketing Activities\u003cbr\u003e Step One: Define the Marketing Activity\u003cbr\u003e Step Two: Identify the Desired Metrics\u003cbr\u003e Step Three: Clarify the Measurement Categories\u003cbr\u003e Step Four: Capture Data\u003cbr\u003e Step Five: Evaluate and Report\u003cbr\u003e Sample Joint Replacement Surgery Center Measurement Report\u003cbr\u003e Joint Replacement Surgery Center Promotional Campaign\u003cbr\u003e Tips for Measuring Marketing Efforts\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 9: Treating Measurement Like a Science\u003c\/b\u003e\u003cbr\u003e The Inevitable Question: How Do You Know?\u003cbr\u003e Using Controlled Testing in Marketing Efforts\u003cbr\u003e Think Like a Scientist\u003cbr\u003e It’s All About the Variables\u003cbr\u003e Concurrent Baseline Measurement\u003cbr\u003e Multiple Baseline and Relative Comparisons\u003cbr\u003e Take a Scientist’s Attitude\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 10: Measuring Within Specific Marketing Disciplines\u003c\/b\u003e\u003cbr\u003e Consumer Advertising Measurement\u003cbr\u003e Direct Marketing Measurement\u003cbr\u003e Measuring Brand-Building Efforts\u003cbr\u003e Public Relations Measurement\u003cbr\u003e Online Marketing Measurement\u003cbr\u003e Social Media Marketing Measurement\u003cbr\u003e Measuring Physician Relations Efforts\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 11: Building a Marketing Measurement Discipline\u003c\/b\u003e\u003cbr\u003e Elements of a Marketing Measurement Discipline\u003cbr\u003e A Simple Process for Developing a Measurement Discipline\u003cbr\u003e Keeping Your Perspective\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 12: Case Studies\u003c\/b\u003e\u003cbr\u003e Bon Secours Health System: Social Media Campaign\u003cbr\u003e St. Joseph’s Hospital: Integrated Branding Campaign\u003cbr\u003e Covenant Healthcare: Service Line Marketing\u003cbr\u003e Emory Healthcare: Physician Relations Campaign\u003cbr\u003e Fairview Health System: Comprehensive Marketing Measurement\u003c\/p\u003e\u003cp\u003e\u003cb\u003eWho will benefit from this book?\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eMarketing, advertising and PR directors, VPs, and professionals, chief marketing officers, advertising and PR agencies and consultants.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"HCPro, Inc","offers":[{"title":"Default Title","offer_id":49788709339376,"sku":"9781601467461","price":135.0,"currency_code":"USD","in_stock":true}],"url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781601467461","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}