Marketing & Metrics: The Cleveland Clinic and Fairview Way
Product Description:
Presented on 9/14/2012, 1:00-2:30 p.m. (ET)
Marketing & Metrics: The Cleveland Clinic and Fairview Way
Healthcare leaders are under increasing pressure to prove the worth of every investment—including marketing. It's essential that marketers go beyond qualitative terms, establishing a broad set of metrics to prove the value of their efforts to senior leaders, physicians, and other key stakeholders. Learn how innovative marketing leaders from Cleveland Clinic and Fairview Health Services ensure their programs support organizational objectives—then capture, track, and measure impact to demonstrate ROI.
At the conclusion of this webcast, you will be able to:
- Build internal relationships to ensure business objectives and marketing efforts remain in synch
- Isolate marketing and measurement data when proving ROI to leadership
- Prioritize which marketing measures you should track
PROGRAM AGENDA:
A roundtable-style interview and discussion, guided by pre-submitted audience questions
- Align Your Strategy With Organizational Goals
- Develop a planning process that forges links throughout the organization
- Build marketing metrics from the company’s core objectives
- Prioritize marketing efforts and determine which ones to measure
- Build Internal Relationships
- Communicate to understand the priorities of key stakeholders
- Educate the organization on how marketing supports overall goals
- Demonstrate consistency in how marketing resources are used
- Maintain transparency through activity-based results and real-time data
- Prove Marketing Value With Metrics
- Determine what types of data senior leaders and physicians want
- Isolate marketing in metrics to prove ROI
- Establish a broad dashboard of metrics
- Live Q&A
SPEAKERS:
Paul Matsen
Chief Marketing & Communications Officer
Cleveland Clinic
Matsen is responsible for all marketing and communications programs at the Cleveland Clinic, including global brand development, services marketing, digital marketing, and public relations. He formerly served as executive vice president and chief marketing officer of Delta Air Lines, where he launched the airline’s first website, the SkyMiles frequent flyer program, and the joint Delta/American Express credit card.
Steph Beito-Ziemer, MBA, MBC
Director, Marketing
Fairview Health Services
Beito-Ziemer oversees marketing for the $3 billion Minneapolis-based integrated healthcare system. With more than 15 years of marketing experience, her innovative, results-oriented marketing communications efforts have been recognized with more than 25 regional, national, and international awards and driven millions of dollars in new business.
Chris Bevolo, MBA
Principal
Interval
Bevolo is a healthcare marketing change agent and owner of Interval, the Minneapolis-based healthcare marketing firm that is leading the transformation of healthcare marketing. He is a frequent keynote speaker and is the author of three books, including A Marketer’s Guide to Measuring Results and the just-released Joe Public Doesn’t Care About Your Hospital.
WHO IS ATTENDING?
Chief marketing and communication officers, vice presidents of marketing and business development, marketing directors, marketing and communications managers, CFOs, COOs, chief strategy officers
WEBCAST SYSTEM REQUIREMENTS
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. Macromedia Flash player Version 8.0 or greater, a recommended screen resolution of 1024 x 768, and an Internet Browser (e.g. Internet Explorer). The use of AOL or wireless Internet connections is not recommended.
Please Note:
Participation in the Webcast is just $279 per site. All materials must be retrieved from the Internet. Live orders are assessed a $5 processing fee. CD and combo orders are charged $18 for shipping and handling.
Prior to the Webcast, you will receive an e-mail with detailed system requirements, your log–in information, presentation slides, and other materials that you can print and distribute to all attendees at your location.
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