Hospital Branding: How do you measure success?

Hospital Branding: How do you measure success?

Maybe it’s the Olympics, or maybe it’s that time of year when new campaigns are being launched and will be judged as precisely as ice dancing.  In either event, the topic of measuring brand success is near and dear to every marketer and the discussion of metrics should be at the starting gate rather than the finish line.  After all, that’s why we go through the discipline of establishing quantifiable goals, developing targeted strategies, and generating tactics to achieve desired actions. Remember DAGMAR?  For those who don’t, it was an old advertising agency acronym for “Defining Advertising Goals Measuring Advertising Results.”   As a student, I remember thinking DAGMAR was some scowling scholar who was always peering over my shoulder reminding me that this was a business of results, not only big creative ideas. Results…oh how times have changed.  Decades ago, marketers would celebrate in the hallways when bi-annual market research showed percentage point increases in awareness and preference.  Fast forward to 2014.  Can you imagine waiting around for the next wave of data or trying to make the connection between marketing efforts and sales without adequate information?  We are in an era of instant gratification and real-time results – DAGMAR would be doing his happy (ice) dance! While we can literally review a campaign’s success via digital media and metrics within hours after launch, there is still a place for other, more traditional types of measuring.  Again, it comes back to objectives and what you’re trying to achieve.  Here’s a take on different ways to evaluate success and their various methodologies. Attitudinal – Studies suggest that before consumers...
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