2016 Eva Awards Submission
Best Return on Investment (ROI) in a Marketing Campaign
Some may say that this category is the one “to win.” And they may be right. The winner here will
demonstrate the best return on investment on any campaign type. This category will show us who
achieved the most important “outcome.”
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Submission deadline is February 24, 2016
Enter by emailing this completed form to EvaAwards@Evariant.com
Winners will be announced on May 22, 2016 at the Eva Awards Gala in Chicago.
Health System / Hospital Name:
Primary Contact Name:
Primary Contact Job Title:
Primary Contact Email:
Primary Contact Phone:
If this document is being submitted by someone else on behalf of the above company, please
complete this section:
Submitter Company:
Submitter Name:
Submitter Job Title:
Submitter Email:
Submitter Phone:
By submitting for this award, you agree to allow your award category and company to be
listed in promotional materials (Eva Awards website, etc.)
If I am selected as the winner, I give my permission for my award category and company
name to be listed in an Evariant press release:
[type ‘yes’ to indicate approval]
I give permission for the details in this form to be used in an Evariant case study.
NOTE: the case study will be shared with you for final approval before release
Yes, you may write a case study based on the information in this form:
[type ‘yes’ to indicate approval]
Please contact me to discuss this:
[type ‘Contact’ if you would like us to contact you to discuss this first]
2016 Eva Award Submission: Best Return on Investment (ROI) in a Marketing Campaign
2016 Eva Awards Submission
Best Return on Investment (ROI) in a Marketing Campaign
For this entry, ROI should be calculated as a percentage using the following formula and
definitions:
(Gain from Program – Cost of Program)
Cost of Program
Gain from a Program should reflect as accurately as possible the actual incremental profit the organization
made when someone responded to the marketing program and became a patient. Revenue should reflect
what was received on an average payer-mix basis. Deducted from Revenue should be variable costs related
to the service, and not include any organizational overhead allocation. Some organizations are only able to
provide a net margin (revenue less variable costs) on an average basis for all services; this is acceptable for
ROI purposes if this is the only thing you have to work with.
Program Costs should include all costs directly associated with the program but should not include any
allocation of organizational or agency fixed costs. To assure accuracy of the ROI, include details of gains and
costs of the program. As appropriate, provide any soft-benefits that are difficult to measure immediately in
financial terms but will likely have a meaningful benefit in the future.
What were your goals and target audience for this campaign?
What results were achieved against these goals?
What was the ROI of this campaign?
How does measuring campaign ROI affect other marketing decisions? How does it
affect the perception of marketing within the organization?
What did you learn from this campaign?
Which channels did you use? Include all that apply. (Examples may include: TV ads, print
(specify), radio, direct mail, Facebook, YouTube, Pinterest, blogs, emails, landing page, PPC
advertising, display/banner advertising)
ENTRY REQUIREMENTS:
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Results must be included.
The campaign should have run in 2015.
OPTIONAL: Providing electronic copies of assets used in this campaign.
2016 Eva Award Submission: Best Return on Investment (ROI) in a Marketing Campaign