WEBCAST presented on September 25, 2013.
Healthcare marketers are frequently challenged when it comes to measuring the effectiveness of their efforts, whether it is health fairs, advertising campaigns, or social media interaction. Budget and infrastructure are often cited as two frequent barriers to measuring marketing ROI.
Join marketing veterans from Capella Healthcare and Jarrard Phillips Cate & Hancock to learn how to implement and measure marketing efforts under common resource challenges found at small to midsize hospitals and health systems.
At the conclusion of this program, you will be able to:
- Align marketing goals with the business objectives of your organization
- Prioritize which efforts can be measured and the most appropriate metrics for assessing their impact
- Persuade C-suite and other stakeholders of the value of your strategies, using established criteria
- Measure and present results, even without the aid of external resources and software
- Analyze without becoming paralyzed
- Set realistic goals and time frames for ROI
- What is ROI in healthcare?
- Challenges for healthcare marketing
- Best practices
- Real-world examples
- Developing credibility with the C-suite
Meet the Speakers
Kim Fox, Vice President, Jarrard Phillips Cate & Hancock
Kim Fox is a vice president with healthcare strategic communications firm Jarrard Phillips Cate & Hancock, Inc., in Nashville. Fox has more than 20 years’ experience in healthcare marketing communications in the not-for-profit, investor-owned, and consulting sectors.
Beth Wright, Vice President, Corporate Communications & Strategic Marketing, Capella Healthcare
Beth Wright is vice president of corporate communications and strategic marketing for Capella Healthcare in Nashville, where her priorities include working with Capella’s hospitals to grow market share. She has more than 30 years of marketing and public relations experience and spent the first two decades of her career as marketing/PR director for HCA hospitals in Georgia and Tennessee.
Who Should Attend?
Vice presidents/directors/managers of marketing, vice presidents/directors/presidents of business development, vice presidents/presidents/directors/managers of communications, vice presidents/directors/managers of strategic marketing and/or communications
To fully benefit from the webcast experience, you will need a computer equipped with a broadband Internet connection, a sound card, and speakers or headphones. You will also need Macromedia Flash Version 8.0 or greater and an Internet browser (e.g., Internet Explorer); additionally, we recommend a screen resolution of 1024 x 768. The use of AOL or wireless Internet connections is not recommended.
Participation in the on-demand webcast is just $279 per site. All materials must be retrieved from the Internet.