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Indentify opportunities to impact change.
Impact Marketing: Optimizing Returns on Strategic Investments
By The Strategy Group (Karen Corrigan, CEO)
With the practice and status of healthcare marketing at a turning point, a new way of leading, thinking about, and applying marketing has emerged: impact marketing. Impact Marketing: Optimizing Value and Return on Investment presents both the theory of impact marketing and a "how to" model for applying it. Six case studies demonstrate the application of impact marketing to a variety of marketing challenges, including a segmentation strategy, a brand positioning strategy, a diversification strategy, a channel strategy to business, a physician sales/service strategy, and a promotion strategy. Two appendixes allow readers to rate how well their organizations are marketing for high-impact results and how well their marketing departments are functioning.
(AHA, 2004)
Order your copy of Impact Marketing: Optimizing Returns on Strategic Investments through the Society for Healthcare Strategy & Market Development. |
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