The Big Secret About Reaching Millennials Before Your Competition

Last Updated on June 6, 2019 by Stewart Gandolf

man holding laptop with text reading "millennial"

OK – here it is: Successfully marketing to Millennials—appealing to and attracting this major audience group—requires a totally new approach. For the most part, the customary ways-and-means of reaching this target audience completely misses the mark. As a result, they are the most difficult segment to market to effectively. Leave the challenges of an old-school perspective and […]

Essential Website Metrics and Your Key Performance Indicators

Last Updated on June 4, 2019 by Kathy Roy Gaughran

Your website is healthcare’s new front door, and nearly everyone has a website. Good, bad or mediocre, hospitals, health systems and doctors’ offices have some degree of Internet presence. But better than half the time, the all-important website metrics—the numbers that monitor performance—are neglected or ignored. The plus side of an effective website is that […]

16 Creative Director Secrets: How to Do a Great Photo Shoot

Last Updated on June 4, 2019 by Simona Ramos

The march of technology has put a camera in everyone’s pocket. We’re OK with that, but an iPhone camera does not make everyone a professional photographer. In fact, a do-it-yourself approach to a major business photo shoot can waste time, effort and valuable resources. Investing in quality photography can produce professional results in producing a website […]

Reciprocity and the Psychology of Why Samples Sell

Last Updated on June 4, 2019 by Stewart Gandolf

cheese sample plate with mini red cross flags

In the retail world, it’s easy to find free or low-cost samples of goods, services, and the ever-popular taste-test of (a new flavor) bacon-infused crispy chip. Beyond the wall of healthcare marketing, reciprocity and the psychology of samples, test bits and trial models have a long and successful history. Retailers know that giving away a […]

How Creative Advertising Images Turn Heads and Bend Minds

Last Updated on June 5, 2019 by Stewart Gandolf

We’ve been looking for a good springboard opportunity to present the creative advertising images that are included with this post. It’s difficult to characterize all the ways how-and-why reasons that good visuals turn your head, tell a story and/or bend your mind. And frankly, that’s an important secret sauce ingredient. There aren’t many ad messages […]

The Cialdini Commitment Concept: Start Small and Win a Lot Later

Last Updated on June 4, 2019 by Kathy Roy Gaughran

This is a brief article about a small-makes-big concept. It goes like this: When someone agrees to something small, they are likely to be consistent and go along with a bigger idea later. For the sake of a label, let’s call this the Cialdini Commitment Concept, and credit the marketing genius of Dr. Robert Cialdini. […]

The Indisputable Marketing Power of Being First

Last Updated on June 5, 2019 by Kathy Roy Gaughran

There’s an analogy that I offer clients to demonstrate the importance of being first in marketing. I ask: “Charles Lindbergh made the first solo nonstop flight across the Atlantic Ocean. Can you name the second person to do so?” “If John Hancock famously signed the Declaration of Independence first, can you name the second person […]

What Does a Palm Springs Vacation Rental Have to Do with Targeting Upscale Patients?

Last Updated on March 15, 2017 by Stewart Gandolf

A lot, actually. As you might expect, many doctors and hospitals want to target upscale patients. Sometimes it is a matter of insurance coverage, other times doctors want to attract more fulfilling cases, and still other times clients simply want to improve reimbursements. Two weeks ago at our Orlando seminar, someone asked the familiar question […]

Reaching the Next Level of Successful Group Practice Marketing

Last Updated on June 4, 2019 by Stewart Gandolf

If your schedule permits a quiet moment, look at the competitive landscape. Group practice marketing is constantly challenged to keep up with mergers, rollups and acquisitions. Know it or not, business conditions in your service area have changed in the past few months. It could be that the territory has shifted. And, like it or […]

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