Does your marketing have the energy of lightning?

CEOs count the number of patient beds filled, pharmacists calculate the correct dose of prescriptions, and nurses verify patient satisfaction and other vital statistics—but, as much as I hate to admit it, the marketing of medical services is the soft science of the healthcare business.

Although most people fundamentally agree that marketing is a necessity when it comes to competing for dollars, the often unmeasurable aspects of marketing rarely fare well on the chief financial officer’s (CFO) balance sheet. I would like to blame the CFO or CEO for not seeing past the numbers, but I can’t because the marketing professionals have presented the information to them.