Posted By Carolyn Weaver, Executive Consultant
Measuring marketing return on investment (ROI) has always been at best a difficult task. When you tackle the cost of marketing your heart and vascular program, at a minimum $250,000 annually, the ROI becomes even more critical. This recommended marketing amount generally exceeds what may be allotted for the entire hospital! How do you track ROI? It is obvious that you must look at the cost of marketing, calls to the center, responses to screening, and physician referrals, specifically for cardiovascular. Several of our clients have found it effective to track patient responses and revenue related to screening efforts. It can be difficult to continually check the financial system to track patient revenue, but it only takes a few heart or vascular surgeries or interventions to justify the entire effort. The screening effort and related patient follow up make the efforts pay off. Any suggestions you would like to share?
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On Jan. 29, New York Giants wide receiver David Tyree, who made the “history-making” catch at the 2008 Super Bowl, joined other NFL players and American Heart Association President Dr. Timothy Gardner at a press conference in support of Go Red For Women. David’s mother died of heart disease last year, and he is committed to helping us raise awareness about heart disease in women. 
