Healthcare marketing Course

Controlling and Monitoring

of Marketing Performance
 Supervised By:
Prof. Dr. Sahar Hassan
Prepared by:
Mona Hussein
Marwa Elhussein
2nd Semester / 2023-2024
Nursing Administration Department
Faculty of Nursing
Cairo University
 Objectives
At the end of this presentation, each student will be able to:
 Define controlling
 List the importance of Marketing Control
 Discuss the types of marketing control
 Mention tools used in each marketing control type
 Explain the marketing control process
 Recognize the Barriers of monitoring the marketing
performance
 Outlines
 Introduction
 Definition of Controlling
 Importance of Marketing Control
 Marketing control types
 tools used in each marketing control type
 Marketing control process
 Barriers of monitoring the marketing performance
 Introduction
 Marketing control is a vital component in achieving health
organization success and serves as a mechanism to monitor
and evaluate various aspects of marketing, such as
advertising, promotion, and product management.

 It enables health facilities to evaluate the performance of

their marketing efforts and thus make informed decisions
based on data-driven insights.

 By implementing robust marketing monitoring mechanisms,

health facilities can identify opportunities for improvement,
improve resource allocation, and increase return on
investment
 Marketing Control

 Marketing control refers to the process of

monitoring and evaluating marketing activities to
ensure they align with the overall marketing
objectives and strategies of health organization.

 The effectiveness and efficiency of marketing efforts

are measured using marketing control.
 Importance of Marketing Control
1. It helps in identifying any deviations from the planned
marketing activities, and taking corrective actions when
necessary.

2. It gives the ability to provide feedback and insights that

enable marketers to make informed decisions, improve
their marketing campaigns, and achieve desired results.

3. It helps health organizations track their marketing

performance, allocate resources effectively, and adapt their
strategies in response to changing market conditions.
 Core Objectives of Marketing Control

 The objectives of marketing control are to ensure

the effectiveness and efficiency of marketing
strategies, allowing health organization to optimize
their resources and achieve their goals.

 They are three important core objectives of

marketing control:
 Ensuring Effectiveness & Efficiency

Evaluating and monitoring the performance

of various marketing activities to determine if
they are achieving the desired outcomes.

By measuring key marketing metrics such as

sales, customer engagement, and brand
awareness, health organization can assess
the impact of their marketing strategies.
 Maintaining Consistency In Brand Messaging
 By monitoring all communication channels such as
social media, websites, advertisements, and
packaging health organization can ensure that their
messaging aligns with their brand values and
resonates with their target customers.

 For instance, health organization may use

consistent visual elements like logos and color
schemes across all platforms to create a cohesive
brand identity.
 Aligning Marketing Activities With Customer
Need
 By continuously monitoring customer
feedback and conducting surveys or focus
groups, health organization can adapt their
marketing efforts accordingly.

 For example, if customers express

dissatisfaction with a product feature or
pricing structure, marketers can make
adjustments to meet those needs.
 Annual Plan Control
The plans which are determined for one year
for the control of operational activities
through the successful implementation of
management by objectives is termed as
annual plan control.

There are five vital tools used under the

annual plan control mechanism:
 Sales Analysis

The manager determines whether the sales

target of health organization have been
achieved or not.

 The actual sales are compared with the

desired sales and deviation is computed.
 Market Share Analysis
To evaluate the competitiveness, the
management needs to find out the market
share acquired by health organization.

However, it is quite challenging to determine

the market share of other health
organizations which constitute of
unorganized firms, due to lack of sufficient
data.
Marketing Expense to Sales Analysis
Sometimes the firms spend much on the
marketing of products, which diminishes their
profit margin or increases the product price.

Therefore, a marketing expense to sales ratio

is calculated to know the percentage of sales
value paid off as a marketing expense.
 Financial Analysis
The management needs to handle its
finances well. It should examine the reasons
and factors which influence the rate of return
and financial leverage and return on assets in
the organization through financial analysis
tools.

It also helps to enhance the financial leverage

position of health organization.
 Customer Attitude Tracking
 Consumer satisfaction has been considered as an essential
parameter to analyze the organization’s performance. It is a
qualitative analysis tool which can be of the following three
types:
1. Customer Surveys: health organization get the
questionnaires filled by customers for finding out the level
of consumer satisfaction.
2. Customer Panels: The organizations form consumer panels
where the customers are hired to review the products,
advertisements and other marketing activities.
3. Feedback and Suggestion Systems: Market performance of
the products can be analyzed with the help of genuine
feedback from the customers, and the same can be
improved through their suggestions and input.
 Profitability Control
Maximizing the profit margin has become a
difficult task in today’s highly competitive
market. This has enforced pressure on the
marketing team of health organizations too.

They now need to frame strategies for profit

assessment and control in the different
product line, trade channels of health
organization.
 The first step is to understand the functional expenses,
i.e., selling, distribution, administrative and advertising
expenses incurred while carrying out the marketing
function.

 The second step is to segregate the non-marketing

expenses from the marketing overheads and then to
associate these pure marketing expenses to the
marketing entities (like apportioning the building rent into
marketing function).

 Lastly, to compile everything systematically and to

ascertain the profit or loss incurred on carrying out the
particular marketing activity, an individual profit and loss
account is prepared for each operation.
 Efficiency Control
The management and the marketers are
regularly involved in finding out ways to
improve the task performance in health
organization.

These improvements bring in efficiency and

perfection in marketing operations.

The three essential mechanisms used under

efficiency control are as follows:
 Sales Force Efficiency Indicators
 The competence of the sales team can be
determined by evaluating the various factors.

 It includes acquisition of new customers, customer

turnover, average cost incurred on each sales call,
return on time invested on the prospective
customers, market share lost to the competitors,
average sales made by each person per day, etc.
 Advertising Efficiency Indicators
To know the effectiveness of the advertising
activities, the marketers analyze the various
advertising functions on different grounds.

For this purpose, it finds out the brand

awareness, cost incurred on each enquiry,
media cost to reach per thousand customers,
advertising campaign reach, etc.
 Distribution Efficiency
 The performance of the distribution channels in
comparison to the cost incurred on channel
partners and distribution of products can be
analyzed through the distribution efficiency control.

 It includes the measurement of the channel

member’s market reach, cost incurred on operating
a particular channel and the contribution of each
channel member in selling the brand’s products.
 Strategic Control
The external environment creates a
significant impact on health organization’s
marketing strategies.

To understand and align the plans with the

prevailing external environment, health
organization can adopt any of the following
control functions:
 Customer Relationship Barometer
 To determine the customer’s loyalty towards the
brand and its products, health organization uses the
relationship barometer.

 Health organization studies the customer’s

perception based on the criteria like organization’s
core values, system, policies, structure, customer
orientation strategy, technology, personnel attitude,
knowledge, skills and behavior.
 Marketing Audit

Like accounting audits, marketers carry out

marketing audit to get a clear picture of
health organization’s performance while
executing the various marketing operations.
 Marketing Control Process
Marketing control is a systematic and
integrated process.

A marketer follows the following steps while

exercising control over the marketing
operation in health organization:
 Marketing Control Process
1. Determining Marketing Objectives:
Setting up of the marketing goals, which are in
alignment with the organizational objectives.

2. Establishing Performance Standards:

To streamline the marketing process,
benchmarking is essential. Therefore,
performance standards are set for carrying out
marketing operations.
 Marketing Control Process
3. Comparing Results with Standard
Performance:
The actual marketing performance is compared
and matched with the set standards and
variation is measured.
4. Analyzing the Deviations:
This difference is then examined to find out the
areas which require correction, and if the
deviation exceeds the decided range, it should
be informed to the top management.
 Marketing Control Process

5. Rectification and Improvement:

After studying the problem area responsible for
low performance, necessary steps should be
taken to fill in the gap between the actual and
expected returns.
 Barriers of monitoring the marketing
.performance

Inaccurate measurement system

Misleading measurement processes
Inappropriate measuring tools
Lack of staff training to determine how to
implement the control process.
Unclear standards to compare with.
 Chakrabarty, A. What is marketing control, Type &
Technique explained // Unstop (formerly dare2compete).
What is Marketing Control, Type & Technique Explained
// Unstop (formerly Dare2Compete).
https://unstop.com/blog/marketing-control

 J, A. (2020, March 7). What is marketing control? definition,

types, process. The Investors Book.
https://theinvestorsbook.com/marketing-control.html