There are more sophisticated metrics and systems that will dig deeper, but if the organization isn't giving the marketing department money to do that, it doesn't mean marketing can't do anything. This is just one place to start building marketing's value as a strategic business partner.
Kim Fox, vice president at Nashville-based Jarrard Phillips Cate & Hancock, says to get at the softer, qualitative information that will net information about patients' perception, head to the lobby or waiting room.
"Having a volunteer in lobby asking questions… some branding and image type [questions]… gives you a snapshot of what people are thinking, says Fox. "CFOs want numbers; CEOs like perception."
Finding the right balance of metrics to prove marketing's value to an organization and metrics that show marketing messages are resonating in the community is tricky. It's even trickier when budgets are tight, as they usually are. Smart hospitals already see marketing as a strategic partner. Smart marketing departments are resourcefully fighting their way up the ladder to stake that position.
Beth Wright, vice president of corporate communications and strategic marketing at Capella Healthcare, and Kim Fox, vice president at Jarrard Phillips & Cate will participate in a HealthLeaders Media webcast, Metrics and Marketing: Proving Value in Healthcare Marketing, September 25.