Target Audience Cheat Sheet for Physician Marketing and Medical Group Advertising

typewriter with 'Mindset List" text above it Five to ten years ago, your target audience for physician marketing, doctor advertising, practice advertising or medical group advertising was relatively easy to recognize and reach via traditional print ads, Yellow Pages ads or a specific mailing.

Because of that, how is your physician marketing evolving today? How are you keeping up with changes in your medical group advertising audience that may have slipped past you? Or because the audience may have changed, do you now need to adjust your service mix and advertising emphasis to capture the patients and cases you want the most?

How are you evolving to your changing audience? Your target audience may have evolved because:

  • Most of them are communicating differently than a few years ago due to the ever-growing popularity of Smartphones, iPads, social media, text messaging and 24/7 Internet access.
  • Where traditional print ads or direct mail were once sufficient to reach your audience, you now have to consider how to effectively integrate the use of email, QR codes, Twitter, Facebook, LinkedIn and other strategies.
  • Many members of your former target audience may have moved away, passed away or are no longer in need of your services. But how do you determine each of these factors?

Here’s an informal cheat sheet: Consider the cultural milestones of The Mindset List

Created at Beloit College in 1980, The Mindset List reflects the world view of its target audience––college freshmen. Two components of the 1980 list are facts such as “they have never owned a record player” or “Star Wars looks very fake to them and the special effects are pathetic”.

So what started as a witty way of saying to faculty colleagues “watch your references,” has turned into a globally reported and utilized guide to the intelligent, if unprepared, adolescent consciousness.

Today, The Mindset List is requested by thousands of readers, reprinted in hundreds of print and electronic publications, and used for a wide variety of purposes. We could all learn something about our target audience by reading these lists.

The Mindset List for 2015 is the most recent list that reflects on students now entering college who were born in 1993, which is the year that began, they “swipe” cards and not merchandise, and they’ve often broken up with their significant others via texting, Facebook, or MySpace.

If you feel as though you’re now out of touch with your target audience because they’ve evolved more than your staff has, or you’re not comfortable with texting, tweeting, sharing an update, or writing on someone’s wall (refer to cheat sheet), we’d be glad to help.

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.



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