FEAR: Diagnosis and Treatment for the Forgotten Marketing Barrier

[What Stewart’s Reading Series] I was reminded recently that FEAR is one of the most powerful emotions at play in marketing and advertising. On one hand, fear can encourage a purchase decision. Consider the amusing television advertisement where a klutzy neighbor saws off a giant tree limb and it crushes the adjoining homeowner’s car. It’s […]

Understanding The Healthcare Purchase Decision

The emergence of the wave of “consumerism” in healthcare delivery is, in some respects, not entirely new. Consumers have been making purchase decisions about products and services for…well, forever. What’s new is that patients are better informed and are more actively evaluating their purchase options in healthcare as they typically apply in retail or other […]

Re-Thinking Healthcare Advertising Offers

The New Normal for Medical and Hospital Marketing in Tough Economic Times Don’t dismiss offer-driven media options automatically. The nation’s economic headwinds have produced new, value-sensitive consumer buying patterns and an opportunity to re-consider the way things work in society’s “New Normal.” The terms “advertising offer” and “healthcare marketing” sometimes seem like misfits. To many, […]


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