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Knowledge that pertains to specific areas/concepts of the organization (e.g., marketing, business planning, strategic planning).

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Marketing

Posted by: Peggy Carey on September 13, 2009 at 7:42PM EST

In regard to marketing; The key is to have a strategy with metrics and outcomes. This data should inform the type of marketing you do and the timing. A marketing plan should accompany your annual strategic and operational plans.

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(5) Comments

Posted by: Steven Smith on October 28, 2009 3:32PM EST

And you need to make sure that you have some way of knowing whether or not your marketing efforts are successful. An organization has to be able to differentiate between a customer that came to them "out of the blue" vs a customer that came to them because of their marketing efforts.

Posted by: Karla Bradley on October 30, 2009 2:00PM EST

This is true- marketing is an area that is so important to an organization and often hard to measure with hard data and quantifiable methods.

Posted by: Joanie Jeannette on November 1, 2009 4:34PM EST

I would agree with Karla in that it is sometimes difficult to measure marketing with hard data. It is therefore important to have a marketing plan that will include measurements that can be assessed as to whether the marketing was a success or not.
joanie.jeannette@verizon.net

Posted by: Lori Jarboe on November 2, 2009 1:22PM EST

How are you measuring your marketing efforts? Besides tracking any changes in volume from particular geographical areas in which marketing ventures were implemented, I am developing questionnaires for new patients. What means of marketing has worked best for you? It seems as if there is a shift from newspaper to radio, billboards, internet, etc. Thanks for any ideas.

Posted by: Mark Lopshire on November 11, 2009 11:29PM EST

Marketing metrics are a challenge. Number of ads, patient responses, etc. Has anyone considered turning this entire concept around and naming the team "Business development?" Then goals are driven by physician contacts, increase in revenues or sales in specific areas (i.e. Women's Imaging) and working to not be overhead or a cost center but to be a profit center. Thoughts?