6 Lame Anti-Marketing Excuses That Refuse to Expire

By Stewart Gandolf
Chief Executive Officer

Hot pink "Bla bla bla" text banner with -No Excuses- text underneath against dark blue backgroundIt’s more than simply good fortune that our company enjoys a positive working relationship with our clients. The fact is that people want to do business with people and companies that they like and respect. And that’s a two-way street.

This engenders a healthy environment and partnership attitude that drives new business and opportunity. There’s a positive energy at work when Healthcare Success clients understand—and are aggressively supportive of—the need for marketing and advertising.

Given the dynamics of change in healthcare delivery today, it’s still something of a surprise to run headlong into the old-school attitude that “doctors don’t advertise.”

With the intensely competitive environment surrounding most medical practices, we don’t hear the head-in-the-sand attitude quite as frequently. But, over the years, we’ve heard countless reasons and rationalizations. Here are a few of our favorites:

“Dammit Jim, I’m a doctor, not a ‘highway billboard.’” Like it or not, medicine is a profession, but healthcare is a business. It’s only sound business for doctors to care for both aspects of the practice.

“Healthcare advertising means ‘needy, cheesy, sleazy or greedy.’” This is more imagined than real. Ethical and highly professional marketing efforts are the rule. Consider Cleveland Clinic, to pick one recognizable name among hundreds.

“Only bad doctors have to market.” (See the item above.) Further, consider that effective communications informs people in need with a qualified resource for professional help.

“Our ‘marketing committee’ is considering it.” In our experience, marketing-by-committee often leads to analysis paralysis, indecision or inaction. It’s tough to satisfy multiple (sometimes competing) interests without responsible leadership.

“All I have to do is be a good doctor…” Well… nobody meant to lie to you in medical school, but simply being good is no assurance of business success.

“We stopped marketing to save money.” Decidedly one of our favorites…best answered by Henry Ford: “A man who stops advertising to save money is like a man who stops a clock to save time.” You might also consider saving energy by switching off the light at the end of the tunnel.

Successful healthcare providers—as well as health systems and hospitals—recognize these as expressions of risk avoidance, fear of the unknown, resistance to change and other ill-founded rationales.

Healthcare marketing and advertising has become an essential pathway for attracting new business, communicating a branded message, establishing and extending a professional reputation.

Avoiding or ignoring this business reality is one option. The eventual outcome of that approach, however, is to deliver your market share to the professional colleague down the street who has defined business objectives and an assertive plan to achieve specific goals.

If you’d like to talk about a sensible and professional marketing plan, please reach out to us today. We’re here to help.

Stewart Gandolf, MBA

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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