Thesis Papers: Compare data sources that can inform outcomes of marketing activities regarding this product or service.
Evaluation of the Effectiveness of a Marketing Plan
Any marketing plan must include a plan for evaluating its effectiveness. In an authentic situation, the evaluation plan is developed up front, and the evaluation(s) take place at specified intervals once the plan is implemented. The evaluation is critical for ensuring that marketing dollars are well spent. For example, if it is proven after an appropriate period of time, with decision-making parameters set, that monthly mailings are ineffective and do not warrant the cost, you will likely look at other promotional strategies and put the money to better marketing use. Every good marketing plan has to look at ROI, return on investment, to determine if dollars spent are benefiting the healthcare organization. How else would you know if a marketing plan is viable?
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In 2–3 pages of your marketing plan, and with your product or service in mind:
· Describe variables that must be taken into account when creating an approach for evaluating the effectiveness of a healthcare marketing plan.
· Develop specific measurements that indicate marketing effectiveness for this product or service.
· Compare data sources that can inform outcomes of marketing activities regarding this product or service.