Evaluating Effectiveness Some concepts in advertising are timeless. The same challenges have existed over decades. Subject experts tell people that market research is the key to advertising success in all stages of the campaign, from preresearch and implementation to postcampaign. In fact, the Vidale and Wolfe study asks the same questions that individuals pose today. How does one evaluate the effectiveness of an advertising campaign? How should the advertising budget be allocated among different products and media? What criteria determine the size of the advertising budget? Another question to ask is how do the answers to these questions turn advertising into an actual sale? The job of advertising is to increase sales. Results from the Vidale and Wolfe study (1957) concluded that "the response of sales to advertising varies widely from product to product." This study suggests that market research is an essential component and first step of developing an effective advertising campaign. Advertising and sales promotions help transform messages into sales. Vidale and Wolfe also summarized that individual product responses related to advertising promotions are characterized by response constants, saturation level, and sales decay constants (Vidale & Wolfe, 1957). The sales decay constant shows that when promotions decrease, sales decrease because of "product obsolescence, competing advertising, etc." (Vidale & Wolfe, 1957). In other words, promotions help keep the product in front of the customer for future purchases. Although these terms have been updated over the decades, the bottom line is that the advertiser has to constantly compare sales responses to the advertising campaign to determine its effectiveness. Reference Vidale, M. L., & Wolfe, H. B. (1957). An operations-research study of sales response to advertising. Operations Research, 5(3), 370-381. 1 FAQ: Quality Processes Question 1: Why are job and process design so important to a company? Answer 1: Job and process design decisions serve to optimize operations and improve repeatability. Consistent repeatability is a vital first step in quality measurement, as it enables a firm to ascertain whether a process is in control and facilitates continuous improvement. Likewise, job and process design decisions commit management to specific technology, quality, human resources, and maintenance. These expenses and capital commitments will determine much of the firm's cost structure; therefore, these decisions have a rather large impact on the bottom line. The objective of a process strategy is to find a way to produce goods and services that meet customer requirements and product specifications within cost and other managerial constraints. Question 2: What are some of the methodologies for benchmarking an operation or a process? Answer 2: Benchmarking is usually seen as finding a like company and mirroring its best practices. The company does not have to be one in the same industry to be a good model for learning. Another example to stress is benchmarking within the company itself. Larger companies might have groups or divisions acting independently; through benchmarking, good information can be shared, and best practices can be adopted. Question 3: How is PDSA used? Answer 3: Quality and continuous improvement is a cyclical process that never ends and has defined steps that must be followed in a strict manner. PDSA cycles offer a methodical format to address improvement gaps. For example, a company wants to improve the time it takes to complete a specific trucking route. In the plan phase, the team measures the present route and identifies an alternative route to take. In the do phase, the team tests the proposed route change and measures performance on a small scale, without interrupting present operations. In the study phase, the team analyzes the findings from the test runs and makes adjustments as needed. In the act phase, the team implements the change to operations. It is important to note that one proposed process change may consist of numerous smaller PDSA cycles. Each time an adjustment is made to a proposed idea, the team should rerun a PDSA to validate the change. 1 FAQ: Quality Processes Question 4: How would you identify a process to improve quality? Answer 4: Identifying areas in need of improvement is part of the total quality management (TQM) philosophy where employees are trained and encouraged to seek out areas in need. Speaking with customers, both internal and external, is an excellent first step. Gathering data on customer complaints, service calls, metrics, goals, and competitor performance are also valid sources. Question 5: What are some concerns with empowering employees to make changes or improvements within their jobs and company? Answer 5: Workers who do a particular job or perform a role every day are in the best position to make functional, day-to-day improvements to their processes. They are closer to the work and intimately familiar with the nuances and interdependencies of each task. Employees should be made to feel they are free to make changes where they make sense; however, communication and training are a must. It does not serve a company to allow employees to make changes that do not equate to improvement. Each change made should be monitored and measured with data to validate the change was an improvement. Further, management must ensure that employees understand what the company is trying to accomplish strategically, so any change supports the overall competitive mission. 2 Traditional and Contemporary Marketing Tools Traditional Marketing Tools Traditional marketing encompasses all basic tools used for past years to reach a well-researched population. Traditional marketing tools are print, broadcast, direct mail, and telemarketing. No matter what the campaign is or the tools used, the ultimate goal is to reach your target audience. Print The distribution of information can be accomplished with advertisements in newspapers, newsletters, magazines, brochures, and billboards. Companies with smaller advertising budgets will turn to print, direct mail, and telemarketing before television or radio. Companies with larger advertising budgets use these same tools to offset high advertising costs and gain consistent exposure. Direct Mail Direct mailout and flyers, post cards, and special offers have been widely used in most industries to reach potential customers. In health care, the use of direct mail can invite prospective patients to health care fairs and screenings. Many hospitals publish flyers and periodicals quarterly with community recognized specialists and discussions of procedures offered and relative positive outcomes. Many pharmacies send flyers offering discount cards and discounted promotions related to health needs. Telemarketing Telemarketing has been very successful for years at a very low cost to industries and yields high returns. This type of social marketing is a way to personally contact certain target patient populations and offer health care services or screenings. This also gives an organization time to explain services provided and more company information. Some health care organizations need to captivate a very specific population such as dialysis patients, cancer patients, or those requiring specialized procedures like robotics. Today, telemarketing is highly regulated due to previously aggressive tactics of telemarketers. Although the act of cold-calling may not be effective for finding patients in the health care industry; isolating a more specialized 1 Traditional and Contemporary Marketing Tools consumer such as a pharmaceutical or device related to patient needs remains an effective marketing strategy. Broadcast Broadcast marketing is expensive, although very effective. Historically, statistics show the growth of a product or service can be exponential with the employment of broadcast commercials. Midcap and large companies are more likely to invest in television and radio commercials because prices vary greatly with time slots. Commercial broadcast times are manipulated to air when the population target is most likely viewing. There are local broadcast stations available to companies who only service a certain population demographic. Companies with larger budgets outsource to a marketing firm for assurance of funds well-spent to receive the best value for advertising dollars. Contemporary Tools for Marketing Today, the same traditional marketing tools have advanced with technology with vast and limitless capabilities of creativity. These advances have made some techniques more available and less expensive for smaller organizations. Contemporary marketing strategies allow even more exposure for traditional tools and have created new ways to reach markets using the Internet freeway. Appealing to certain markets has been more focused and less wasteful with access to narrowed population demographics. Internet searchers become pegged by marketers pinning key search words and recent searches by prospective patients. The Internet is forthcoming with techniques for advanced strategies appearing endless. The use of traditional print, broadcast, direct mail, and telemarketing has been modified and advanced to improve highways of delivery. Testimonials This marketing strategy was popularized by the movie industry after launching large movies' promotions. Believable postured patients speak as clients in a quality care setting to attract possible clients experiencing the same health care issues. This is popular in drug and alcohol abuse counseling, rehabilitation services, and cancer institutions. These testimonials are 2 Traditional and Contemporary Marketing Tools effective for trusting patients as they tap into the emotional side of health care services by expressing caring quality measures. Social Media Today, social media has taken place of the neighbor fence as patients share and compare their ailments and remedies. Most people are social beings who consult and share their happiness and discomforts equally. Advertisers have been able to penetrate searches to target certain key words used to reel in possible clients. Marketing data are then obtained from the searches prospective consumers do while searching the Web. 3 Advertising in Health Care Advertising in health care can be an effective way to ensure that products and service offerings reach a wide range of potential consumers. However, advertising a health care service or product can also be costly and, if not done properly, can waste the organization's financial resources. Therefore, it is important for a health care organization to ensure that advertising messages are clear and reach the target audience in an effective way. The following are some tips for adverting in health care: Radio and television ads should ensure that the message reaches the appropriate demographic and that contact information is clear and understandable. Ads of any type should never be misleading about cost, insurance coverage, or services being offered. Some states have very strict laws about misleading health care advertising. When using patient information, all privacy laws needs and informed consent should be followed. If using patient quotes or testimonials, for example, make sure that patients are aware of how their quote or testimonial will be used and who will see it. Health care services are seen as serious and important life decisions, so it is important that all ads reflect a professional and compassionate organization. Appearing abrasive, pushy, or arrogant in an advertising can negatively impact the trust of community. Branding Health care organizations need to develop brand loyalty just like any other business. Branding in health care means that the organization's consumer base recognizes the organization's services and reputation simply by hearing the name or seeing the logo of the organization. In health care, community presence can help develop brand recognition and build rapport with the community. Health care organizations need to be visible with their community base. When people think of the services provided by the organization, they should then identify the name of the organization as well. For example, a local CPR training center is a frequent sponsor of community events, and the owner speaks frequently at community health fairs and heart-healthy promotional events. The owner also is a frequent supporter of public health efforts and nonprofits that promote heart-healthy living. The company name, logo, and key people are seen frequently in the community. Soon, the 1 Advertising in Health Care company's image is boosted, and when members of the community think of or need training, the company is the first to come to mind. Mission Statement Communication A health care organization also needs to ensure that its mission is communicated to the public. This can best be achieved by the development of a strong mission statement. However, mission statements should be clear and to the point, not overly wordy or confusing. To help promote the mission statement, health care organizations should have their mission statement printed and visible whenever possible. Employees of the organization should know the mission statement and be promoted to cite it often. A wellcommunicated mission statement and a unified message shows the community that the organization believes it what it does, thus developing a sense of trust. 2