Topics: Return On Investment

7 Ways You’re Wasting Money on Your Marketing

November 4, 2017Last Updated on by Kathy Roy Gaughran

Every savvy marketing executive knows the John Wanamaker (1838-1922) quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Somewhere in his distinguished career, John must have found the answer. More than 150 years later, it turns out he was exceptionally successful in retail merchandising, and to […]

Nearly All US Hospitals Use Social Media. Now What?  

June 4, 2019Last Updated on by Stewart Gandolf

Virtually all US hospitals now have a social media presence, with widespread adoption having increased significantly in the past few years. But a recent study suggests that hospitals are continuing to search how best to realize a meaningful purpose and payoff from social media (SM). “This dramatic increase in social media use may show the […]

Why Are So Many Doctors “Coyote Marketers?”

June 6, 2019Last Updated on by Stewart Gandolf

Throughout the year I have the opportunity to speak with groups of doctors about marketing. I thoroughly enjoy the intellectual exchange with smart people, particularly when the topic is advancing the business side of their practice. Putting aside the poster presentations and beyond sharing clinical info that dominates professional meetings, doctors—usually successful practitioners—are eager to […]

Guide to Exploding Marketing Myths and Convincing Skeptical Doctors

June 6, 2019Last Updated on by Steven Jacobs

I’ve found that marketing for medical practices and hospitals works best when everyone in the organization is “all in” on the effort. Unfortunately, that’s not always the case. Within any healthcare organization, regardless of the size, some people can (and often do) have competing attitudes about marketing. Nevertheless, the role of marketing is increasingly vital […]

The True Definition of ROI: Metrics for Profitable Hospital Marketing

October 7, 2019Last Updated on by Stewart Gandolf

[SHSMD13 Podcast Series] David Marlowe is the founder of Strategic Marketing Concepts and a past president and board member of SHSMD, the Society for Healthcare Strategy and Market Development of the American Hospital Association. And in our podcast conversation with Lonnie Hirsch, David provides expert insight about tracking and metrics for effective and profitable hospital marketing. […]

What the Heck Is the Hawthorne Effect and How Can It Help Hospital and Healthcare Marketing?

June 5, 2019Last Updated on by Stewart Gandolf

You’re more likely to hear about “The Hawthorne Effect” on a TV game show than in a hospital marketing staff meeting. The name of this management concept is a bit obscure, but you may already be working for you. So what the heck is “The Hawthorne Effect,” and how can it help hospital and healthcare […]

Lessons from the Super-Rich: Invest in your Own Business or Practice, Rather than the Stock Market

May 30, 2019Last Updated on by Stewart Gandolf

This week I want to share with you some fascinating insights I’ve gleaned from some of America’s wealthiest families, but more importantly, give you some new ways of looking at investing in your own business, practice or organization. Due to a prior business relationship, I have come to know a fair number of investors and […]

Truth in Numbers: What Your Phone Conversion Rate Means to Gross Margin

May 24, 2019Last Updated on by Stewart Gandolf

We’re going to tell this tale mainly by the numbers. To “numbers people,” figures say it all; an Excel spreadsheet tells a story more excitingly and effusive than any Harry Potter novel. If you are not fascinated by columns, rows and formulas, please stick with us for a minute, then pass this along to your administrator, […]

The Free “Performance Dashboard” For Your Healthcare Marketing Website

June 4, 2019Last Updated on by Stewart Gandolf

Demystifying Web Analytics brings more patients through your digital doorway. Think of Website Analytics as your most important management tool to understand how your website is performing (or not performing). Free tools are available to track visitor activity and guide changes that improve performance and website results for your practice, hospital or healthcare organization. There’s […]

Golden Goose Demise: A Doctor Marketing Lesson for All Professions

August 28, 2013Last Updated on by Stewart Gandolf

gold·en goose • n. a continuing source of wealth or profit that may be exhausted if it is misused. Oxford Pocket Dictionary of Current English You’ve probably heard the “golden goose” story. It’s been around since about the 5th century and there are several versions of the fable. Unfortunately, there’s a healthcare marketing version that’s […]