Department

Marketing and Professional Sales

Document Type

Article

Publication Date

Fall 2002

Abstract

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.

Journal

Marketing Health Services

Journal ISSN

1094-1304

Volume

22

Issue

3

First Page

33

Last Page

38

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