Is Your Marketing Budget Too Wimpy to Be Competitive?  

By Stewart Gandolf
Chief Executive Officer

shark fin sticking out of the waterThere’s a famous line in the movie Jaws that you might recall. When Police Chief Brody (Roy Scheider) first comes face-to-face with the killer shark they’re hunting, he realizes: “You’re going to need a bigger boat.”

It’s much like that in the real world when we hear about all the problems that doctors and hospitals have, particularly with the vicious competition they face in healthcare today. The shark is impossibly big…and their fishing boat is definitely too small.

Clearly, competition among medical providers and facilities is a large and troubling shark in the waters. And yet, when we ask about resources, we find the marketing budget is too wimpy to be competitive.

The most common explanation that we hear is that the numbers are “based on what they’ve always done.” Obviously, the appropriate resources needed in the past—when they got started, for example—are inappropriate for the real-world needs of today.

As unrealistic as it is, we’ve seen $100-million group practices that want to stay within their long-established $3,000 per month budget. The trouble is, they are fighting for their very survival against large, well-funded competitors who are eating their lunch.

At some level, they would prefer to spend nothing…let alone tens or hundreds of thousands of dollars. You can imagine how that would play out. In fact, their past performance, and the current down-slide, is evidence that the distant past is irrelevant.

Is your marketing budget too wimpy to make a difference?

The question is: Do you want to be competitive, or not? The choice is yours.

If any of this sounds familiar, it would be helpful to read how we scientifically establish a marketing budget for hospitals, healthcare organizations and private practices. Or give us a call and we can talk. 800-656-0907

 Stewart Gandolf, MBA

PS: In the end, Chief Brody barely managed to get the shark, but movies are fantasy. It’s good to remember that the boat was sunk and the captain was eaten alive.

Jaws: You're going to need a bigger boat






Jaws: “You’re going to need a bigger boat”‬

Stewart Gandolf
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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