From Healthcare Business Today, November 2014
For communications professionals in the healthcare industry, especially those handling marketing responsibilities for multi-location facilities, maintaining order and quality control in a cost-effective manner is paramount. Unfortunately, this is easier said than done.
Brochures, flyers, training materials, and other collateral cost money to print and ship. Promotional items used organization wide for employee programs, corporate promotions and company stores such as pens, business cards, and others require budget allocation that is often forgotten. Even when the materials are created in-house, it can be difficult to produce and store them at facilities in a certain region, let alone around the country. For local facilities, customization is crucial, and measurement becomes a challenge, as enterprise level marketers are tasked with procurement, production, fulfillment, housing, and more.
For those reasons, and others, Marketing Resource Management (MRM) has emerged as a comprehensive marketing strategy for healthcare organizations looking to integrate and streamline communications efforts. According to the leading analyst firm, Gartner, MRM is “a set of processes and capabilities designed to enhance a company’s ability to orchestrate and optimize internal and external marketing resources.” How does this apply to healthcare marketing? Let’s lead with an example: