ROI Stories: A Wealth of Information

Gienna Shaw, for HealthLeaders Media , October 22, 2008

"Our conversion rates were very easily measured; we worked with [our] ad agency to make sure the calls-to-action went through the call center," Fielding Ellis said.

The organization tracked 86 oncology referrals, 286 MRI appointments, and 200 visits to women's health.

An auspicious beginning
Alicia Argiz-Lyons, corporate director of public relations for Shriners International Headquarters in Tampa, FL, talked about her organization's branding campaign—its first in 87 years. Not a bad beginning: The campaign, which focused on the New England region, won the platinum award in the children's category.

In the first 11 weeks of air time, the campaign generated $8,000 in donations, with an average donation of $65. In the first five weeks that the 60-second TV spot ran, 1,768 calls were generated.

Additionally, inquiries are up, physician referrals are up, and the ads created awareness that led to media exposure and public relations opportunities.

"The increases in awareness were substantial," she said. Locally, awareness and advertising recall increased 17% in Boston and 21% in Springfield, MA.

The moral of this story
Listening to these four speakers, what impressed me most was the diversity of the goals they set for their organizations and the variety of ways they quantified their successes.

Our awards mimic what marketers face in the real world: If you want to get accolades for a marketing campaign, it had better be more than just pretty—it must also be effective. Whether your goal is to get a couple of thousand attendees at an event, increase call volumes, generate more physician referrals, or raise money, you don't get credit for what you don't measure.

A couple more notes: You can get a list of this year's winners online and read more about all of the winning campaign in the 2008 edition of Hospital Campaigns that Work. Finally, audio clips from the marketing awards event will be available soon at our HealthLeaders Media Marketing Awards site.

Gienna Shaw is an editor with HealthLeaders magazine. She can be reached at
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