ask someone who measures effectiveness
Digging around in my archives this morning for something else, I happened upon this memo. I wrote it and sent it to my boss 24 years ago, when I was Intermountain Healthcare’s corporate advertising manager. I am sharing it with you today because the point still holds up.
I noted with interest an article on page 40 of the July issue of Hospitals magazine. The focus of the article is that 55 percent of hospitals do not track ad results. What I find interesting is that hospitals who do not track ad results rank advertising sixth as a marketing priority (on a par with word-of-mouth), while those who do track ad results rank advertising third, right behind quality of care and staffing.
In other words, those who have reason to know what they're talking about rank advertising higher than those who don’t.