From a five-mile-high perspective, there are two kinds of relationships between a client and a healthcare advertising agency. Let’s label the first type a “vendor” relationship. In this arrangement, the client—a medical practice or hospital, for example—intends to buy specific ad agency services much as they might order and restock surgical masks. Passive. Detached. Truly […]
Let’s face it: There are a lot of doctors, medical practices and hospitals that wish they could go about their professional practice activities without the worry, hassle and distraction of marketing and advertising. But, as it turns out, modern medicine is a profession, but healthcare is a business. And, like it or not, the Affordable […]
These days, marketing performance expectations are sometimes found under the “squeeze every nickel” heading. Maybe giant corporations once had fat and slushy budgets, although we doubt the successful ones used that approach. Then as now, a common denominator among most medical practices, hospitals and healthcare providers is an ongoing concern for “scarce resources.” Like every […]
The business partnership between a medical advertising agency and a healthcare client should be an enduring, win-win relationship. But the reality is that most would-be associations are non-starters, while some strategic alliances last for decades. Admittedly, there are a lot of moving parts in any client-agency “marriage.” The client wants to tap into the “ideal” […]
By definition, your healthcare advertising agency is a partnership arrangement. Choose this business associate carefully; it’s not an ordinary vendor or supplier resource. You’re not buying latex gloves or file folders here. You’re hiring a trusted professional colleague that understands your business and your growth goals. If you are buying “creative services” or “website design” […]
Your proposal will include:
...and much more!
– Jonathan Calure, MD