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.

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.

Comments

Continue

Your proposal will include:


Competitor Intel Icon
Competitor Intel
Recommendations Icon
Recommendations
Our Pricing Icon
Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

Headshot of Jonathan Calure
– Jonathan Calure, MD

List of recent conversions