Dr. Ruth Litchfield
to help him evaluate the potential return on investment for this marketing campaign. Dr. Litchfield incorporates several factors into her analysis. She reviews public health data on hearing loss
occupational and age distribution data for local residents
as well as a query of Timberline Health’s patient databases. Based on this research
she estimates the prevalence of hearing loss in the five-county service area at 18 percent
slightly higher than the national average (NIH
2010). Jack receives information from the fair’s sales and marketing department to help in his calculations. Specifically
sponsorship consists of an investment of $50
000 for the design and production of promotional materials and rental of pavilion space for the duration of the twelve day fair. Data from the previous three years shows on average 250
000 people attend the fair
of which 1% visit the wellness pavilion and participate in health screening services.
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