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Measuring Marketing Performance

January 27, 2010
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Posted by Georgia Relich

The white paper referred to in this posting in the KruReport does an outstanding job of helping healthcare marketers develop a comprehensive strategy for measuring marketing performance by looking at financial, actionable, and attitudinal metrics. The paper goes on to outline how to measure marketing performance and measurement strategies and closes with a sample measurement report to illustrate the theories. The author is quick to point out that sophisticated measurement requires time and the support of organization leadership, an investment in resources and systems, and stick-to-itness over the long run, but what you learn about your marketing efforts will inform future efforts and support your marketing budget.

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