MedCen Market Monitor

          "The single biggest problem in communication
            is the illusion that it has take place."

                                        - George Bernard Shaw

Marketing and advertising spending in the hospital industry continues to increase. Healthcare reform is expected to continue this trend. The result for your hospital is increased competition. As more hospitals in your region increase their marketing and advertising activity, it becomes increasingly difficult for your institution to be heard above the noise. And as the overall volume of messaging increases, it becomes more difficult to differentiate yourself from other hospitals.

In a dynamic, evolving industry like this, it is vital that you monitor your position relative to the effectiveness of your competitors' activities. On-going tracking research enables you to keep your finger on the pulse of your marketing program effectiveness. Over time, tracking research will enable you to demonstrate the effectiveness of your program and optimize it as it evolves.

At the same time, it is as important to stay abreast of competitive activity in the marketplace as other hospitals introduce new initiatives and ramp up their spending programs. Tracking research also enables you to monitor your competition so that you are kept continuously up-to-date on your competitive status. Tracking competitive programs can help identify when competitive messaging blurs distinctions in the marketplace, allowing you to modify your messages on a timely basis and maintain your distinctive competitive edge.

G&R's MedCen Market Monitor has been custom-designed to serve the hospital industry, providing an affordable means of monitoring the effectiveness of your marketing efforts within the competitive context of other hospitals within your region. MedCen Market Monitor data enables you to know exactly where you stand relative to other hospitals and to be alerted to competitive developments.

MedCen Market Monitor is provided by Gallup & Robinson, a market leader in advertising and marketing effectiveness research. Data results are reported by highly experienced communications professionals who fully mine the data to provide in-depth analyses in easy to understand, highly actionable reports.

MedCen Market Monitor provides you with a unique indispensible capability for monitoring the effectiveness of your marketing expenditures and to provide a clear window into that of other regional hospitals. With MedCen Market Monitor and the guidance from your Gallup & Robinson advisory team, your marketing budget will be fully leveraged.

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