ROI Challenges: Prove results on hard-to-measure hospital marketing efforts (Webcast)

ROI Challenges: Prove results on hard-to-measure hospital marketing efforts

WEBCAST ON CD OR ON-DEMAND

presented on October 18, 2007

Sponsored by the HealthLeaders Media Marketing Awards

Measure the impact of MORE marketing efforts!
Measuring the ROI of healthcare marketing efforts is hard enough when there is a direct connection between the efforts and an increase in revenue. But it’s especially tricky when that connection is unclear or difficult to prove.

But you can prove hard ROI even in the trickiest situations—and we’ll show you how! For example:

• Branding campaigns: Show how good image and reputation contribute to your hospital’s success—even without a direct call-to-action.
• Internal communications: Demonstrate how efforts aimed at employees reduce costly turnover. Illustrate how a more engaged staff delivers better service and keeps patient satisfaction scores high.
• Patient satisfaction: Prove that high patient satisfaction scores have a direct impact on reimbursement rates, prevent outmigration—and more.

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Listen to HealthLeaders Media's expert presenters for a 90-minute Webcast on how to calculate hard ROI on even the most difficult-to-track healthcare marketing efforts. You will learn how to assess the value that these campaigns add to the organization, and get practical advice about how to communicate that information to senior leaders and other stakeholders.

By the end of this Webcast, you and your colleagues will be able to:

• Demonstrate the value of marketing to the CEO and the rest of the C-Suite
• Prove the ROI on the most difficult-to-measure internal and external marketing efforts
• Show how patient satisfaction and other supposedly “soft” efforts contribute to the organization’s bottom line
• Strike the right balance between promotion and business development in your marketing plan

PROGRAM AGENDA

1. What does the CEO want?
1. What kind of measures are acceptable
2. Strategies to turn soft measurements into hard measurements
2. Measurements across the balanced scorecard (quality, services, people, finance, growth)
1. Internal communication/satisfaction
2. Branding
3. Patient satisfaction
4. Service line
• Output
• Outcome
3. Examples of measuring ROI
4. Financial implications
5. Q&A
   

FEATURED SPEAKERS

Lynne Cunningham is a coach with the Studer Group. For three decades, Cunningham 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. Cunningham 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. Prior to that she was a staff administrator at Kaiser Permanente in Northern California and at Sutter Health.

Barbara Blevins has served as president and chief administrative officer of Parkwest Medical Center since September 2005. Prior to this, from April 2000 to September 2005, Blevins served as president and chief administrative officer of Peninsula, Parkwest’s Behavioral Health Division and the area’s largest provider of mental health services. In her current position, she retained her Peninsula role in addition to her leadership responsibilities at Parkwest. Blevins has more than 25 years of healthcare experience in both financial and operational capacities. Her experience includes not-for-profit and for-profit, large and small, urban and rural healthcare organizations.

Marty Campanello is vice president of marketing and public relations for Carolinas Healthcare System, a 20-hospital system in Charlotte, NC. Campanello authored the book Crisis Communications: Handling Difficult Times Effectively, and is a frequent speaker at marketing conferences. He is also a former president of the Society for Healthcare Strategy and Market Development (SHSMD).

WHO SHOULD LISTEN?

This program is targeted to healthcare professionals who need to prove the value of their organization's investment in marketing beyond just traditional revenue increase. Specific titles include:

• Marketing executives, directors, VPs, and professionals
• C-suite level executives: CEOs, COOs, etc.
• Marketing consultants

NEW PARTICIPATION OPTION- WEBCAST ON-DEMAND

In addition to the regular participation options for HCPro webcasts- live, CD or combination packages- we are pleased to offer a new option, webcast on-demand. When you purchase a webcast on-demand you will be able to view the program any where and any time by logging into your account on healthleadersmedia.com.

Program Materials and System Requirements

Please note that to fully benefit from the Webcast experience, you will need a computer equipped with an Internet connection, sound card, and one of the following browsers: Netscape Navigator 4.7 or Internet Explorer version 5 or higher.

Publisher :  HealthLeadersMedia
 
Product Types :

• Webcasts

Departments :

• Other Marketing Products

ORDER CLASS: K_10-18-2007
SOURCE CODE: EHCM