Lewis Carroll, Yogi Berra and the “Any Road” Healthcare Marketing Fantasy

By Stewart Gandolf
Chief Executive Officer

lewis carrolIn our marketing consultations with doctors and hospitals throughout the nation, there’s usually a moment when we talk about the need to work from a marketing plan. While this seems like a fundamental concept to many, it’s surprisingly common for some people to ask us: “Do I really need a plan? Can’t I just market?”

We like the roll-up-our-sleeves attitude. But, in order to reduce risk and maximize profit in healthcare marketing, the fact is you do need a marketing plan. Here’s why…

Lewis Carroll said it this way: If you don’t know where you are going, any road will take you there.

In our complimentary video series about healthcare marketing, I use a medical practice analogy. When a new patient comes into the office for the first time, what do you—the physician—really know about them? You may have heard their chief complaint, but that’s about it. But, based on such little information, you would not just start treating the patient.

You would likely do a proper examination and perhaps tests in order to thoroughly understand the situation. You can’t make a proper diagnosis until you have enough information. Only then can you formulate a treatment plan that gives the patient the best chance for a positive outcome.

Why would you do any less when it comes to your own success? In formulating a proper marketing plan, you need to do a thorough exam of your own business, come up with the right marketing diagnosis, the right marketing treatment plan…and a positive outcome.

Yogi Berra put a different ending on the line: “If you don’t know where you are going, you will wind up somewhere else.

So, to answer to one of the most common questions we hear from clients: “Yes, you do need a marketing plan.” And that’s usually when we get the second question: “If I really need a marketing plan, how do I put it together?”

For the answer to that question—and a ton of additional marketing insight—you’ll want to see our new educational video series. (By the way, this engaging seven part series is free.) In the first video, I’ll share with you exactly how we organize a marketing plan and apply the same concepts to your business. Our first video explains How to Use Scientific Marketing to Attract Patients.

 Lonnie Hirsch

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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