Demonstrating marketing accountability.
Pressure on health care marketers to demonstrate effectiveness of their strategies and show their contribution to organizational goals is growing. A seven-tiered model based on the concepts of structure (having the right people, systems), process (doing the right things in the right way), and outcomes (results) is discussed. Examples of measures for each tier are provided and the benefits of using the model as a tool for measuring, organizing, tracking, and communicating appropriate information are provided. The model also provides a framework for helping management understand marketing's value and can serve as a vehicle for demonstrating marketing accountability.
Gombeski
William R
WR
UK HealthCare, University ofKentucky, Lexington, KY 40536, USA. bill.gombeski@uky.edu
Britt
Jason
J
Taylor
Jan
J
Riggs
Karen
K
Wray
Tanya
T
Adkins
Wanda
W
Springate
Suzanne
S
D019985:Benchmarking / Q000592:standards; D003142:Communication; D003258:Consumer Behavior; D005376:Financial Management / Q000592:standards; D008389:Marketing of Health Services / Q000191:economics / Q000592:standards*; D008962:Models, Theoretical; D009937:Organizational Objectives; D010043:Outcome and Process Assessment, Health Care; D012941:Social Responsibility; D014481:United States