Health clients ’disappointed’ by R&E standards

Three in four healthcare clients believe that standards of research and evaluation (R&E) for PR activities are disappointing, according to PR Week’s latest straw poll.

Three in four healthcare clients believe that standards of research

and evaluation (R&E) for PR activities are disappointing, according to

PR Week’s latest straw poll.



However, those clients who were disappointed by R&E standards also said

that they were likely to increase the amount of PR budget allocated to

evaluation. The poll questioned four clients and five agencies in

healthcare PR.



According to agencies, more than 84 per cent of healthcare clients

allocate part of their PR budget to R&E, with an average spend of 4.5

per cent.



All agencies said that they included a research and evaluation element

when pitching for new business and 60 per cent said their

recommendations were usually accepted.



’With the increase of direct-to-consumer activity, clients are beginning

to understand the need for continual evaluation to measure both the

ongoing impact of a campaign and identify any need to change direction

or focus,’ said Angie Searle, director of Cohn and Wolfe healthcare.



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