Proving Real ROI: The Bottom-line Impact of Your Healthcare Marketing

During this 90-minute program, David Marlowe, principal of Strategic Marketing Concepts, takes you step-by-step through the challenges to tackling ROI, and the specific elements you need to conduct a true financial ROI analysis. You’ll also hear how marketers at M. D. Anderson successfully employed Marlowe’s techniques to design and implement a detailed ROI tracking effort that measured the specific financial return from an advertising campaign and helped the organization enter two new markets.

You’ll walk away from this show with tools and techniques you can put to use right away, and start measuring the bottom-line effects of your marketing.

Purchase this Webcast to:

• learn the challenges and realities of ROI measurement for healthcare marketing campaigns
• examine the elements that must be in place before ROI measurement is even possible
• gain in-depth knowledge from a case study that will show how ROI measurement tracked the results from a significant advertising effort by a major national provider

TAKE A LOOK AT OUR AGENDA

1. Challenges to healthcare marketing ROI analysis
   • Deal with usage delays and other challenges unique to healthcare marketing
   • Understand management’s expectations for accountability
   • Decide when to measure non-financial returns
   • Determine when non-ROI metrics are appropriate
2. Steps required to measure the ROI of your marketing efforts
   • Employ tracking methodologies
   • Define actual marketing costs
   • Distinguish between direct, indirect, and unacceptable returns
   • Decide what length of time to measure
   • Define a “new” patient
   • Measure how much revenue was actually collected
   • Develop your own formula
3. Case study: ROI tracking For M. D. Anderson advertising campaign
• Getting internal support and buy-in for key ROI criteria
• Results of the campaign and measuring ROI
4. Q&A session

FEATURED SPEAKERS

David Marlowe is the principal of Strategic Marketing Concepts, a healthcare marketing consulting firm based in Ellicott City, MD, which helps clients develop strategic marketing plans, conduct market research, assess marketing functions, market to medical staff, and create pricing strategies. Prior to forming Strategic Marketing Concepts, Mr. Marlowe served as vice president of strategic consulting for First Strategic Group in Whittier, CA, vice president of strategic services for Market Strategies, Inc. in Richmond, VA, vice president of planning and marketing for St. Agnes Hospital and director of marketing for Harbor Health System, both in Baltimore. Mr. Marlowe has more than 27 years of healthcare marketing and planning experience as a consultant and a provider-based executive. He currently serves as the 2007 president-elect of the Society for Healthcare Strategy and Market Development (SHSMD).

Alicia Jansen is the executive director of marketing for M. D. Anderson Cancer Center in Houston, TX. With more than 24 years’ experience in marketing and strategic planning, Ms. Jansen honed her skills during 16 years at Compaq Computers. She participated in and managed every area of marketing from business planning, branding, and research to international marketing, product launches, and integrated marketing communications. While at Compaq, she managed the product introductions into the healthcare customer segment with such clients as Baylor, M. D. Anderson, and others. As head of M. D. Anderson’s marketing department she is responsible for the advertising, customer research, industry market data, and marketing plan development and implementation. In addition, her group focuses on protecting the “Making Cancer History” brand. Ms. Jansen has been awarded two Crystal Awards from the American Marketing Association (AMA) for innovative marketing research and customer experience mapping. She is an author and frequent speaker on creative healthcare marketing.

Victor Honadijy is strategic marketing program manager at M. D. Anderson Cancer Center in Houston, TX. He is responsible for market intelligence, research, analytics, and strategic planning. He has previously served the organization as a senior decision support specialist in the financial services and clinical reimbursement department responsible for management decision support analyses and reporting, and as a senior planner in the department of strategic and business planning. He also served as senior financial analyst for Columbia/HCA, and as internal project consultant for Prudential Healthcare’s Houston Claims Service Center. Mr. Honadijy is a member of the American Marketing Association, American College of Healthcare Executives, SHSMD, Systems Dynamic Society, World Future Society, and the Houston chapter of the Texas Economic & Demographic Association.

WHO SHOULD ATTEND?

Any healthcare professional concerned with tracking marketing results and proving marketing's contribution to the bottom line. Specific titles include:

• Marketing/communications directors, VPs, senior managers, consultants, and professionals
• Public relations and advertising directors and professionals
• C-suite healthcare executives

System requirements and program materials
Please note that to fully benefit from the Webcast experience, you will need a computer equipped with a sound card.