Expert Perspective: Chris Boyer on Evidence-Based Marketing

by Jason Skinner, Chief Marketing Officer - 07/08/13

The AVP of Digital Strategy for Northshore-LIJ Health System in New York encourages marketers to embrace a more data-driven approach to measurement.

In an interview featured on Ragan Health Care Communications News, Boyer talks about how marketers must do a better job of measuring the impact of their efforts — especially in light of the changes taking place in 2013 and beyond.

A key takeaway: "...the communications and marketing department will have to expand the reach of what they do. They have to help the hospital meet its financial goals. If they don’t, their budget will get slashed. They’ll have to do even more with less—that’s why we need to change how we think about measurement."

Click here to view the full interview. If you'd like to learn more from Chris, be sure to register for Ragan's Health Care Summit for PR and Marketing Communicators on July 23 in Chicago.

True North partners with North Shore-LIJ to engage consumers and physicians through integrated content marketing programs. View the latest issue of Focus on Health magazine, or download the award-winning tablet edition of Doctoring magazine developed exclusively for the iPad.

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