Healthcare Marketing Danger: Be Careful What You Do When You’re Number One

By Stewart Gandolf, Chief Executive Officer

climbing to oneSo you think you’ve arrived.

Solo practitioner or group medical practice…hospital or health system…you’re at the top of your marketing game by whatever measure you want to use. You have the first Search Engine Optimization (SEO) ranking, or you’re the undisputed leader in brand awareness.

And now that you’ve arrived, you can sit back and relax. Right?

Wrong. We just got off the phone with a client who retains our company for ongoing, advanced healthcare SEO even though he’s already Number One. Why?

He hired us because he understands that he needs to protect what he has worked so hard to build, to maintain the success he has achieved and intends to continue growing.

Success is temporary. Change is constant. Competitors are trying to displace him, and dropping in rank would mean lost business and a costly extra effort to regain the leader’s chair. It is like an insurance policy. And it’s smart business.

Do top athletes stop training when they reach the big time? Of course not. As business coach John Halter blogged recently: “Success does not guarantee a secured entitlement for your future.  It only measures your achievement up to that moment. There is no time to rest on one's laurels. Continual success requires continual monitoring and responses to change—often before the change actually occurs. Success is momentary.”

If you’re at the top of the ladder and want to preserve what you’ve earned, let’s talk about making the right next step.

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