The Big-Ad-But-No-Experience Frustration. Answer the Competition or Forfeit the Marketing Advantage in Silence.

By Stewart Gandolf
Chief Executive Officer

Does this sound familiar?

MEGAPHONE

Much Noise. No Substance.

A prominent doctor with tons of experience picks up a magazine and sees an ad for a competitive practice. The other practice has significantly less experience, but they do have a half page, full color ad. And to the public they look like the biggest game in town.

The prominent doc tells us candidly that this kind of thing drives him crazy. Maybe you can relate to his extreme frustration. It’s a cry of anguish we’ve heard dozens of times in doctor/physician marketing, but it’s just as true with hospitals, medical clinics and other healthcare organizations.

The outfit with the big ad has almost no experience in the service they’re advertising, but patients don’t know the difference. The other guys made a splash, and it’s obvious that they’re serious about advertising.

Experience or not, they’re a competitive force because “he who claims it loudest and first will often win.” It’s difficult for consumers to see distinctions among professionals, and near impossible for them to find you if you don’t promote yourself.

If you’ve felt this kind of frustration and done nothing, there are two options. You do nothing, remain frustrated and forfeit the competitive game. Or you go for it. The prominent physician (or hospital, or you) can fight back and take ownership of the marketplace. The physician with experience can advertise that experience with solid proof.

It takes determination and a budget–there are no shortcuts. Connect with us if you’re ready to do put the competition in its place.

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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