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Why Performance Scores Will Matter More in the Future

Jacqueline Fellows, for HealthLeaders Media, October 9, 2013

A study from the Society for Healthcare Strategy and Market Development shows that senior marketing professionals believe that evaluating the performance of an organization's communications strategy will be more important five years from now than it is today.

Diane Weber, SHSMD's executive director, released the results of its 2013 report that looked at the job tasks of its members at the group's annual conference in Chicago Sep. 29 – Oct. 2.

"This year we conducted a core competencies study, otherwise known as a job analysis, for strategic planners, marketers and communications/PR professionals," said Weber.

Over two months, SHSMD, which is known as the premiere organization for healthcare marketers, collected 721 survey responses from strategic planners, marketing, communications, and PR professionals who were mostly in senior and mid-level positions.

The report's findings showed that strategic planning professionals spent 41% of their time on planning and analyzing data and research. They spent about 13% of their time on implementing strategies.

More than 50% of strategic planners said they expect evaluating performance will be more important in the next five years, than it is now. The finding falls in line with a new focus on marketing metrics, particularly from efforts on social media.

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