An “Infomercial” Is Probably Not What You Think It Is. (And Why Video Belongs in Your Healthcare Marketing Toolbox).

By Stewart Gandolf
Chief Executive Officer

television infomercialWait! Don’t change that channel.

Advertising’s long-form—the 30-minute video format—is not always about home exercise equipment, kitchen knives or Chia Pets. In fact the sometimes-misunderstood “infomercial” can be a highly professional (reputation enhancing) communications tool, and an excellent healthcare marketing, advertising and public relations workhorse.

What’s more, advances in technology have pushed down the cost of video production, while the demand, effectiveness and R-O-I value of video content is greater than ever. The longer time allowance is often an ideal format for an in-depth presentation of many medical topics.

And since we’ve been rolling-out a series of instructional videos to help hospitals, doctors and healthcare corporations make better use of video in their marketing efforts, here’s a bonus article: Infomercial Primer: Advertising’s Long-Form Produces Results for the Right Healthcare Organization. It’s from the Healthcare Success library of instructional articles about how to know if the 30-minute format should be part of your marketing mix.

Subscribers to our weekly Healthcare Success Advisor eNewsletter know about the free, six-part series of “videos-about-video” titled Healthcare Video Marketing Secrets. And if you know someone who may want to subscribe, send them this article. They can subscribe here. The weekly instructional eNewsletter, the video series, this daily blog and other useful reference materials are all free.

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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