ABSTRACT
This chapter discusses the potential enhancements that marketers should consider implementing as a result of the measurement. It describes an overview of a wide range of possible healthcare relationship marketing (RM) optimizations. The chapter demonstrated dashboards that can provide insight as to media that is driving the highest number of qualified leads, as well as cost per qualified lead (CPQL). Brand awareness and brand recognition effects of media are best measured via primary research studies that specifically ask about media sources of awareness. Thus, if branding is important for a campaign and it can be shown that a slightly less efficient media tactic is proven to provide enhanced brand awareness, that media tactic is probably worth retaining. However, do not fall into a trap of equating as "branding" the raw counts of Internet impressions, print circulations, or mass media gross ratings points.
