After several years of spending many dollars on increasing the health care systems traditional advertising media, the hospital has begun to shift to a digital presence. As the CMO, you had budgeted dollars over the past six months to Pinterest, Facebook, and several blogs. The CEO was supportive of the effort and trusted your approach.

On a recent Wednesday morning, the CEO called you into his office and told you about a problem he faced the night before at a medical staff meeting. Prior to the meeting, I happened to check our hospitals Facebook page and noticed we had over 8,000 Followers and a larger number of likes. I was impressed with the numbers, considering we have only been on Facebook for seven months. So, I mentioned it last night at the meeting.

You wondered what the problem was, as the CEO seemed somewhat upset.

The CEO explained that Dr. Norton, the young gastroenterologist on staff, had said, Whats the point? Followers dont matter. Why spend money on that stuff when we could use another assistant in the endoscopy unit?

The CEO then continued. I have to tell you that the meeting quickly degenerated into arguments over why we are spending money on Facebook, blogs, and all the other marketing stuff we do. I know it helps, but you need to come up with a plan to present to the medical staff and show it matters and how we measure these dollars, or plan to at least.

Come up with a discussion of the metrics for the medical staff in five to six sample PowerPoint slides, one for each metric. Be sure to use the speaker's notes to support each slide.