After 20-some years in the business of healthcare marketing, I’m still a bit surprised to find medical practices that have written their own advertising copy. The complaint that they bring to us is that “it didn’t work.” And when I see it, I have to wonder if they realize how much this misguided effort cost […]
In the 50-plus years since David Ogilvy published the 20 most persuasive words used in advertising, his insightful vocabulary list remains amazingly appropriate and enduring today. Admittedly what you write for healthcare requires a more conservative approach than the hyperbole and open-field running that’s allowed in the retail world. But these words can be engaging, […]
