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Advertising Art isn’t Art, It’s Advertising. The “Pretty Poison” That’s Sure to Kill Your Healthcare Marketing Message

By Stewart Gandolf, Chief Executive Officer

Caution sign with car falling into waterIt’s like being a driving instructor. Part of our job is to keep clients steering their healthcare marketing and advertising bus on the right course and away from the potholes.

But all too often we’ll see an accident…someone has veered headlong through the good-sense guide rail and their advertising dollars have gone up in flames.

So…with that analogy in mind, here’s a healthcare marketing “safe driving” tip that’s worth repeating: Advertising art isn’t art, it’s advertising. Said another way, marketing and advertising materials that “look nice” could be killing your message and wasting your money.

Unfortunately, it’s an easy mistake to make. (We see this pothole/mistake often—usually when someone comes to us for help because his or her advertising didn’t work.) And that’s really the main idea: Graphics and design flaws, including “looking pretty” can defeat the purpose, which is to produce results.

But fortunately, it’s pothole that can be avoided. We’ve written about the various forms of the problem, and what you can do instead, in this informative article: Pretty Poison: When Graphics Kill Your Healthcare Marketing Message. It lays out six fatal design flaws that can (and too often do) muzzle your advertising effectiveness, how to spot them and how to avoid them.

And if you feel unsafe on this road and would like a bit of guidance, please give us a call BEFORE you drive your marketing budget over a cliff. We’ll steer you in the right direction.

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Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.

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