Connections -- That Count

McKeever, John; Zorzi, Cara
October 2010
Marketing Health Services;Fall2010, Vol. 30 Issue 4, p20
Academic Journal
The article focuses on evaluation model used by MD Anderson Cancer Center to justify its annual advertising budget and spending in Houston, Texas. It notes that the method has successfully links the actual patient experience into the marketing equation. It points out that from setting expectations with health care consumers to reinforce communications with former patients, marketing professionals of the said facility have strived to demonstrate the impact of their marketing communications investments. It also stresses that other medical centers have used such approach to uncover messaging, develop patient testimonials, enhance communications, and improve operations.


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