CRM and Good Data

From 1 to 1 Magazine, October 2003

"Any customer-based initiative worth its salt is successful in large part because of the quality of customer data that companies have to work with. As companies collect more information upon which to act, they must keep track of how clean and up-to-date the information is. With up to-date, clean customer data, companies will have an arsenal of information, making it possible to send relevant messages and personalized cross-sell and up-sell offers. More importantly, firms will have information available to rank customers based on their value to the company."

Budgets and ROI

From Marketing Health Services, Fall 2003

"In healthcare, as in every other business, the way to get bigger budgets or avoid having your budget cut is to demonstrate that you're investing the money you do have wisely. When you submit your budget for next year, instead of basing it on vague results from awareness and preference studies or 'because the competition is doing it,' it's better to say you have hard numbers that show last year's marketing investment returned 350% marketing ROI and that a bigger budget would help you yield even better results."

Health Care Marketers and Future Trends

From HealthLeaders, February 17, 2003

"Consumed as we are in our day-to-day activities, it is often hard to step back and establish perspective for the big picture. Have you ever taken the time to look at future trends forecasted to affect healthcare and see how you, the healthcare marketer, might start reacting to them now? Oh, you say, these are not directly related to my area. Think again. Take the time to look around, See what's coming. React now. By doing so, you not only position your institution for success, but yourself as well. When you address issues that are hardly being talked about, when you raise issues that may not be directly under your purview, you make a statement. It says you are a future thinker who is not afraid to bring innovative--maybe even risky--ideas to the table."