As health care marketers, you are asked to prove the return on investment (ROI) for your campaigns. But how do you define success? Do your CEO and CFO agree with your definition? In this webinar, Eric Morgan will cover how to establish goals, gather the data you need, and tailor reporting to specific audiences. He will offer tips on how to bridge the gap between marketing, administration, and finance.
- Defining ROI (and getting all to agree on the same definition, methodology and calculation).
- Establishing leading/lagging indicators.
- Using executive summaries to deliver marketing reporting to administration and finance.
- Establishing the most important items to report.
- Review of dashboard systems that help with ROI.
Eric Morgan, Founder and President of Morgan & Co., has a rich background of over 20 years of media strategy, planning and buying experience in offline, online, non-traditional and promotional advertising tactics. He has handled media strategy for Louisiana Office of Tourism, Hotel Monteleone, Visit Baton Rouge, and Frank D. Azar.
Eric earned an M.B.A. at Tulane University and a B.A. from Loyola University in Advertising Communications with a minor in Marketing. Eric speaks regularly at conferences, including the Southeast Tourism Society, Louisiana Hospital Association and the Louisiana Restaurant Association. Eric has taught Advertising Media Planning in Loyola University’s Communications Department. He is a fellow of Loyola’s Institute for Environmental Communications and the Institute of Politics. In 2009, the Advertising Club of New Orleans named him Top Executive of the Year.