Claims and Credibility: A Short Post about a Big Gaffe in Healthcare and Medical Practice Marketing

By Stewart Gandolf
Chief Executive Officer

Cutting-Edge? Really?

Please permit this short-but-passionate message of concern about medical practices that SAY they are cutting-edge, yet their websites are crummy. Their claim is simply not credible. It’s a pitfall that medical practice marketing needs to avoid.

It’s amazing how often we discover medical practices that have no website at all – or they have a tired old site that’s a poor reflection on the practice, hospital, group, or healthcare organization.

Generally, when doctors say their strength is in being advanced, high-tech, or cutting edge, that’s what they believe and it’s actually true in fact. They have the training, the latest equipment, the most advanced techniques – and their feeling of being on the cutting edge is justified. But one look at their website – if they have a website – and you have to wonder: Who’s going to believe it?

We’re not alone in noticing this disparity. It came up again just other day when Healthcare Success Co-Founder Stewart Gandolf spoke on a Webinar about Healthcare and Medical Practice Marketing. And later he spoke on the same topic with someone from a major pharmaceutical company. This giant gap between claims and credibility is seen by professional peers, colleagues and, sadly, by the public.

If your best friend wouldn’t tell you, do an honest self-evaluation about the image your website presents to the public. (Often it is your main face to the public.) And if your strength is truly a cutting-edge practice, is your website as strong as your reputation? If you’d like our straight-from-the-shoulder evaluation, give us a call for a free website evaluation.

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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