Measuring ROI: Is It Worth It? Interview by Richard K Thomas
Return on investment (ROI) for healthcare marketing is a hot topic among healthcare professionals. It has been discussed off and on in the past, but recent financial developments in healthcare have brought it to the forefront. Today, because of financial pressures, all operational efforts (including marketing) are under intense scrutiny, making the bottom line more important than ever.
David Marlowe, et al. "Measuring ROI: Is It Worth It? Interview by Richard K Thomas." Marketing Health Services 22.3 (2002): 33-38.