Marketing Health Services

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Spring 2015 MHS

The Winter 2015 issue of Marketing Health Services is now available!

“When it comes to the very large-scale public health campaigns, like those that seek to discourage texting while driving or driving after consuming alcohol, the temptation is to throw a lot of messages out there and hope that something sticks,” explains Jeri Smith, president of advertising research firm Communicus. 

We all know that it’s best to resist that approach, but what should you do in its place? How can you tell what’s the most effective component, and what yields the best ROI?

On page 16, Smith suggests using statistical tools and mixed modeling to deliver insights on how advertising changes brand perception and consumer behavior, and how those insights can help you develop more targeted health care campaigns.

 

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