Marketing Prioritization Tool
This is a preview of restricted content.
Full access to this content is reserved for Advisory Board members; we invite you to learn more by contacting us.
Amid budget and resource constraints, marketing departments are often faced with the daunting task of prioritizing the numerous requests for promotional assistance from clinical department leaders, hospital executives, and even individual physicians—but lack a principled evaluation framework.
The Marketing Prioritization Tool formalizes this assessment process and determines the relative merits of proposed campaigns through a three-step process:
- Weighting marketing objectives based on an institution’s priorities
- Evaluating each proposed initiative along these dimensions according to a series of questions
- Assessing the “marketability” and likelihood of strong execution of each campaign
The final result is a matrix plotting the campaigns relative to each other based on marketability, cost, and fulfillment of user-defined objectives.
Download Excel tool
Screenshot of the Marketing Prioritization Tool