The Art of ROI

Eudes, John
December 2006
Marketing Health Services;Winter2006, Vol. 26 Issue 4, p37
Academic Journal
This article argues that, assuming that use of the Internet in healthcare marketing, operations, and clinical care continues to grow, it will be imperative for an effective tracking and evaluation process to be in place. Unfortunately, claims the author, too many healthcare organizations don't devote enough resources to such efforts. The author says that return-on-investment (ROI) analysis, while still true, is too basic to evaluate the evolving healthcare Web site. The author looks at some best practices emerging in the analysis of Web ROI.


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