Marketing-smart doctors want advertising results that are profitable—with an efficient Return-on-Investment (ROI), and a reasonable cost per lead. Whew…those are welcomed challenges in most marketplaces. These days, competition is first-team tough and sophisticated. In some markets, healthcare providers can’t compete without television advertising doing the heavy lifting. The fact is, TV delivers a positive difference […]
The most enduring and successful client-agency relationships work as a partnership. The trouble is, a solid working relationship isn’t easy to achieve. Selecting a healthcare marketing agency for a hospital or group practice shouldn't be "easier-said-than-done." Here are some important issues to consider. Performance is a specific measure of results, not the portfolio. Every agency has a gallery […]
It’s that time of the year when savvy healthcare marketing minds are thinking about budgets. Prudent fiscal management sets budgets annually, but reviews and adjusts monthly. If you’ve been faithful to that routine, you have a head start on planning and shaping your hospital or doctor marketing budget for the year ahead. But it’s not […]
Somewhere in the US—we wouldn’t disclose exactly where—there’s a large medical practice that has, until recently, been in a relationship with a local advertising agency. What’s troubling about this relationship is that, over many years, the agency never talked about results, data or Return-on-Investment. The medical practice likes the people they were working with, and […]
With all the noise and ballyhoo that surrounds digital media these days, traditional media might seem like an incidental afterthought for healthcare advertisers. Facebook, Twitter and other social media tools are often the top-of-mind glamour options in a marketing mix, and broadcast/cable TV seem like media oldsters. Be careful. While Internet and online advertising is […]
Editor Note: Veteran media supervisor Charlie DeNatale provides this case study about the dramatic role that television advertising has in an effective media plan. We’ve masked the client information, but for hospital and other healthcare advertisers this study illustrates the return from a balanced media mix of television with search and Pay-per-Click advertising. I’m reminded […]
There’s nothing more satisfying in medical practice marketing than a program that produces measurable results. Attracting new patients or cases is usually the intent of external marketing, but the true, quantifiable pay-back is where Return-on-Investment (ROI) is calculated in “dollars in” divided by “dollars out.” This elementary concept is frequently overlooked or neglected. It’s frustrating […]
