Planning A chain of hearing clinics was introducing a new product line. I came up with the overall messaging for the launch and developed plans for each of our 20 locations including schedules, budgets and performance goals.
Doing Once the plans were approved, I managed the projects: rate negotiations and space ordering, copywriting, ad and direct mail design/production, mail scheduling, event scheduling and promotion, website updates. It was all completed on time and on budget.
Making it better
Measurement Marketing's key performance indicators were appointments set and sales made. I also looked at costs versus sales to determine ROI. This product launch performed as expected.
What's more significant, though, is that results from the campaign became a benchmark. When I learned that patients wanted more information and less hype, I recommended we shift to smaller, more informational ads. When we measured the results of these ads versus our previous campaign we found we got more response (appointments and sales) while spending less.
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