Proving Real ROI: The Bottom-Line Impact of Your Healthcare Marketing
Proving Real ROI: The bottom-line impact of your healthcare marketing
Sponsored by: Healthcare Advertising Review
Presented on December 16, 2008
Are you being asked to show the return on your efforts? Need some direction?
Marketing can be a money-maker if you follow the right steps to prove the value of your efforts. Learn how to generate real dollars from your efforts and to communicate their value during this 90-minute HealthLeaders webcast, Proving Real ROI: The bottom-line impact of your healthcare marketing.
During this program our speakers share a step-by-step process, plus tools and ideas you can implement right away, for getting a handle on your campaign effort ROI.
At the conclusion of this Webcast, you will be able to:
- Show how marketing can be a money-maker
- Decide which service lines to measure, and which service lines to market
- Generate money from a marketing effort and track downstream revenue
- Ensure you have the right people involved to put a strategy in place
- Steps to build your process
- Your Team
- Former patient vs. new patient
- Defining contribution margins
- Deciding what to measure
- Determining the valuable DRGs/procedures/Service Lines
- Creating and using a database
- Executing tracking strategies on your efforts
- Finding your goal: Long term strategies and sustainability
Eric Keltto, whose proven ROI tracking efforts showed an increase of seminar attendees, surgeries, and three years of positive ROI for Franciscan’s bariatric program, is the director of marketing and communications at Franciscan Health System, a five hospital, 650-bed system based in Tacoma, WA. Franciscan is part of Catholic Health Initiatives. Keltto has been with Franciscan since 2005 and currently manages the marketing of the bariatric and orthopedic service lines as well as marketing communications for one St. Francis Hospital. He also manages the system's call center and CRM database including ROI reporting for all marketing activities.
John Luginbill, a recognized marketing and advertising thought leader in the healthcare industry, recently tracked Clarian West Medical Center’s net contribution margin of more than $2.5m for its breast health program, a 600% return on investment. Luginbill is the founder and CEO of THE HEAVYWEIGHTS (THEHEAVYWEIGHTS.com), an Indianapolis-based marketing and advertising firm that specializes in marketing that produces measurable ROI for health systems. Luginbill and his team have also worked with some of America’s greatest consumer brands, including Nike, McDonald’s and Thomas English Muffins.
WHO SHOULD ATTEND
Director of marketing, VP of marketing, CFO, CEO, Director of strategic planning, Strategic planning manager, Marketing managers, decision support (finance), Director of business development, Marketing analysts, Strategic marketers, Service line program directors and managers.
New Purchase Option-- WEBCAST ON-DEMAND
In addition to the regular CD purchase option for HealthLeaders Media Webcasts, 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 www.HealthLeadersMedia.com. It's also a perfect training tool for new staff or as a refresher for veteran staff.
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