How strong is your brand? Today, it’s no longer enough for hospital marketers to measure brand strength based on “soft” factors such as awareness, consumer preference, and market share growth. You need evidence showing how the brand contributes to revenue growth. This white paper discusses how to create tracking systems using return on objectives (ROO) and return on investment (ROI) measures; how to define objectives, how to measure, and how to analyze results to improve future performance.
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