Gluckman J, Michaelis T
Health Prog. 1987 Sep;68(7):47-50.
The most frequent question about the marketing function in hospitals today is, What are we getting for our money? To answer this, marketing directors must convince the board first of the need for marketing, then of marketing's effectiveness. To measure marketing effectiveness, some basic needs are a staff, equipment, cooperation between departments, utilization data, and a research budget. Some steps to be followed include developing a marketing data base--consisting of demographic projections, demand projections, and market share--testing a marketing strategy through experimentation, documenting the expected results and measurement techniques, and calculating the expected return on investments. In dealing with those "impossible-to-measure" cases, such as a physician who is not advertising but finds that a competitor is, a decision tree can help determine whether to advertise and how much to spend by indicating what the return on investment might be.
如今，关于医院营销职能最常见的问题是：我们投入的资金能得到什么回报？要回答这个问题，营销总监必须首先说服董事会认识到营销的必要性，然后证明营销的有效性。为衡量营销效果，一些基本需求包括人员、设备、部门间合作、利用数据以及研究预算。接下来要采取的一些步骤包括建立一个营销数据库——由人口统计预测、需求预测和市场份额组成——通过实验测试营销策略，记录预期结果和衡量技术，并计算预期投资回报率。在处理那些“难以衡量”的情况时，比如一位医生没有做广告，但发现竞争对手在做广告，决策树可以通过表明投资回报率可能是多少来帮助确定是否做广告以及投入多少资金。
