Measuring and Demonstrating Marketing ROI in a Healthcare Setting

Watch and listen as marketing experts from San Diego, California's Sharp HealthCare, with facilitation by a coach from Studer Group, discuss their strategies for success, analyze real-life case studies, and address the following objectives:

• How to gain leadership confidence with marketing measurement tools
• How to build and use a relational database to measure marketing effectiveness
• How to market smarter by having detailed information on your target audiences
• How to enhance internal relationships with employees to gain confidence of the community
• How to measure the effectiveness of advertising campaigns

During this program, you'll learn how to set goals for internal, customer, and community marketing that are consistent with your organization's vision; as well as how to measure progress toward, and achievement of, these goals in a way that demonstrates the return on investment (ROI) for marketing efforts.

Who should listen to this webcast?

• Senior healthcare executives in hospitals and medical groups
  • CEO
  • CFO
  • VP/Director/Manager of Marketing
• Healthcare professionals involved in:
  • Marketing
  • Advertising
  • Public Relations

Program Agenda:

1. Why measuring ROI is vital to leadership confidence in healthcare marketing
2. Strategies for obtaining key stakeholder buy-in to improve acceptance of measurement protocol
3. The value of building a relational database
4. Effective Customer Relationship Marketing
   • Real-world case studies of successful direct mail campaigns
   • Determining the offer
   • Delivering a great experience
5. Marketing at the bedside—the experience as the differentiator
   • Advertising the experience
   • Tracking branding advertising
6. Using internal communication tools to promote the quality of your organization
7. Report card metrics—employee, patient, and physician satisfaction; employee turnover; net revenue; community donations, etc.
8. Measuring awareness and perception & market share
9. Q&A

Meet the Speakers

Lynne Cunningham is a healthcare coach with the Studer Group. For three decades, Lynne has worked with hospitals, health systems, and medical groups to define, measure, and evaluate the perception of quality among patients, employees, physicians, and the community. Her work has resulted in several books and a number of articles and speeches on the connection between patient satisfaction and risk management exposure as well as marketing best practices with physicians and in service lines from OB and women's services to alternative medicine and disease management. Lynne joined the Studer Group when it was formed in January 2000. She has been a healthcare consultant specializing in strategic planning and qualitative marketing research for 20 years.

Diane Gage is senior vice president of marketing and communications at Sharp HealthCare, the largest private sector employer in San Diego County with 14,000 employees. She is responsible for Sharp's advertising, creative services, marketing, media relations, community relations, special events, multicultural services, consumer research, Web center, call center, and nurse advice line. In addition, Diane oversees The Sharp Experience, an expansive organizational improvement initiative designed to transform the healthcare experience at Sharp.

Jared Solomon is the advertising and customer relationship marketing manager for Sharp HealthCare. He develops system and entity-specific marketing and communications plans, produces ROI projections, works with system and entity CFOs and CEOs to perform post-campaign ROI analysis, and manages creative development, media, and direct marketing to meet the strategic needs of the organization. He works with fellow subject matter experts in marketing and communications, the Sharp HealthCare hospitals and medical groups, and senior leadership to accomplish organizational goals. Jared has been recognized for his success in developing and implementing successful integrated marketing communications campaigns.

About Sharp HealthCare

Sharp HealthCare is an integrated health care delivery system that includes four acute care hospitals, three specialty hospitals, three medical groups, and has been ranked #1 in Southern California for seven years in a row by Modern Healthcare.  Sharp is San Diego’s healthcare leader and enjoys the largest market share in San Diego county (27% based on 2004 OSHPD discharge data).  Sharp is working to transform health care through its performance improvement initiative called The Sharp Experience which is designed to brand Sharp as the best place to work, practice medicine, and receive care.

Program Materials

In addition to the CD, you will provided with a link to the program materials.