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Look Closely. Is Online Pharmaceutical Marketing & Advertising Really Increasing?

Sometimes it’s tough to know who has the best crystal ball. When the final numbers are in for this year, US healthcare and pharmaceutical online advertising spending is expected to top $1 billion—up 10.6% from last year—according to a mid-year report from eMarketer, a respected analytics firm. This, they say, is “despite shifting regulatory hurdles […]

Quick-Sell Problem Could Work for Healthcare Marketing & Advertising Too

Here’s a flash of marketing inspiration we spotted in traffic. We love the simplicity of the message on this truck. It’s an ultra-short-and-sweet advertising approach that could be applied to many healthcare arenas, even if you don’t have a work truck in the medical practice marketing department motor pool. Some examples: Bunions? Hernia? Hemorrhoids? Knee […]

Redefining the Concept of "Selling" in Healthcare

Overcoming negative, old-school ideas with genuine benefits in patient health. Nobody likes to be "sold." But there's no "selling" in communicating how products and services deliver needed healthcare benefits to patients. After almost twenty-five years consulting and helping physicians, dentists and many other healthcare professionals attract more of the patients and cases they want, I'm […]

What to Say to Warren Buffett: Sharing Value and Piquing Interest in 50 Words or Less

How to craft an effective elevator speech for precision results, referrals and reputation. Everyone has an interesting message, but it's tough to be clear, concise and memorable in less than 30 seconds. Here's how to sound spontaneous and make a lasting impression with a flash opportunity.

Heads-up for Healthcare Marketing & Advertising: Bing Now Powers Yahoo! Search

The “Microhoo” Challenger to Google in Online Search and Internet Advertising If the Yahoo! and Microsoft Search Alliance news has fallen off your radar, here’s an update that’s important to SEO / Search Engine Optimization for healthcare marketing & advertising. Microsoft’s Bing is now powering organic search results on Yahoo! Search for the English language […]

Dermatology Marketing Note: Indoor Tanning Could Be an Addiction

Dermatologists may need to team with psychologists; patient education isn’t enough. It seems that indoor tanning may be an addiction among college students participating in a study published in Archives of Dermatology and supported by the National Cancer Institute. The results also suggest a relation to anxiety, depression, and substance use among the participants. There […]

Under-penetrated Market; Growing Opportunity for Audiology and Hearing Marketing

Hearing Aid Purchase Decision Formula: Price + Professional + Hearing Loss There are some interesting numbers for audiology and hearing care marketing professionals in a recent market analysis. And for audiologists, hearing instrument specialists, the prediction is suggests a growth market opportunity on the horizon. Survey results published by iData Research says that patient income […]

Attention Healthcare Public Relations & PR Professionals: CDC Tracking (Possible) Gulf Oil Spill Health Effects in Four States

Health Surveillance Underway -- A Heads-up for Medical Group Marketing, Family Practices, General Practices, and Hospitals. Here’s a brief news note for healthcare professionals that’s worth repeating. The Centers for Disease Control and Prevention (CDC) is watching for potential short-term health effects that may be related to the offshore oil spill near four Gulf Coast […]

The 7 All-Time Most Frequently Asked Questions about Healthcare Marketing

Answers that have guided thousands of practices and health care organizations in achieving their growth goals. Our daily work puts us on the receiving-end of a stream of healthcare and medical marketing questions of all kinds. We wouldn't think of saying that we've "heard 'em all," but our collective experience adds up to fielding many […]

Physician-Patient Communications Lesson for Internal Medicine Marketing (and everyone else)

“The single biggest problem in communication is the illusion that it has taken place.” –George Bernard Shaw Doctors and patients don’t agree about how well they are communicating with each other. This according to a study published in the August Archives of Internal Medicine. We suspect this physician-patient communications failure isn’t limited to internal medicine […]

Producing an Effective Healthcare Organization E-Newsletter

Ten tips to putting it all together for success from the start Our previous article about "permission-based e-newsletter" puts you on safe ground in getting started - you know how to compile and safely use your opt-in email list for good marketing and good email etiquette.

E-Newsletter Basics: Good Marketing and Email Etiquette

How to begin your "permission-based" E-newsletter on safe turf. Some hospitals and healthcare providers periodically mail out a practice newsletter to friends, prospects and patients. These newsletters usually include updates about the organization, new services or procedures, event promotions, and helpful health tips. Many other practices that used to mail these newsletters have discontinued their […]

Allergist Marketing Updates Pollen Count via Twitter, Facebook, Email, and Text

Six digital ways to keep patients connected to the allergy/asthma practice. Many allergist marketing programs publish daily pollen count and mold count numbers. It’s a useful way to keep sensitive patients checking-in with the practice. Now the numbers are getting out there quicker via social media. Some allergist marketing plans publish the data using […]

Placing The Patient At Center Of The Doctor-Patient Relationship

Neil H. Baum, MD Today the patient is far different than the patient of a few decades ago. Patients can find healthcare information just as easily as a physician and many are taking a greater role in their healthcare and want to be involved in the decision making and work with the doctor as a […]

Concierge Practice Marketing: White Coat...Meet Blue Collar

A few days ago, a news item in the Philadelphia Business Journal caught our eye; a primary care practice was switching to a concierge medicine model—in a blue-collar neighborhood. Concierge practice marketing can be challenging anywhere because patients are typically required to pay an annual fee to enjoy a more personalized level of service. It's […]

Publicity Success Story: It's Not Impossible; Sometimes it's Easy.

Stewart Gandolf is out on the road again, but he wanted to share this quick insight about healthcare publicity. And since he’s a founding partner of Healthcare Success (i.e. “the boss”), here goes. So Stewart says: “Most doctors tell me getting publicity in the local press is impossible.” I reply: “Oh.” (I’m hanging on every […]

Driving Your Brand in Dental Marketing & Advertising

Speaking of attention-getting dental marketing and advertising, here’s a clever idea that caught our eye in Coeur d’Alene, Idaho. (Getting attention is a good first step.) Yep, we know…this isn’t for everyone... but worth sharing. The dentists at Riverstone Dental Care told us that this unique bit of mobile dental advertising generates new patients and […]

The Importance of Big Fish in Healthcare Marketing and Advertising

Sorry, but we’ve lost a proper attribution for this great little concept: The little fish always like to read about the big fish. The big fish seldom care to read about the little fish. And how is this useful to healthcare marketing and advertising? It’s a clever way to remember to target your marketing to […]

The Music of Dental Marketing

The “rock star” approach to dental marketing? Could be. They definitely sound good to us. (Really good!) Open Wide is a rock and roll band of six practicing dentists -- and one school teacher who flosses her teeth daily. This isn’t a conventional dental marketing and advertising strategy, but we know a lot of musically […]

Change is certain to continue in cardiology marketing

Nobody has a clear vision about the shape of cardiology marketing in 2014 and beyond. What is already a highly dynamic competitive landscape for private practice cardiologists and cardiology groups promises more of the same as the Health Care Reform act takes effect over the next few years. With operating costs and competition increasing, and […]

Cosmetic Surgery Marketing Opportunity Growing Among Minorities

Asian, Hispanic cultures are comfortable with procedures according to a recent AACS survey. Any sort of economic rough road will do it. When the national economy is down, the American public approaches elective healthcare slowly. The last few years have been financially bumpy for many professions, including — perhaps especially — elective medical aesthetics practices. […]

Urology Marketing: Vasectomy Friday, the Couch Potato, and Big Game Weekend

Here’s a clever and easy promotional idea for urologists and anyone doing urology marketing and advertising. One urology practice we know promotes the idea of scheduling a vasectomy on the Friday leading into Super Bowl weekend. The urologist’s marketing idea is: the patient—a guy, of course—has the procedure on Friday. Then, under doctor’s orders, is […]

Semantics of Successful Healthcare and Hospital Marketing

As we were talking with a prospective client about their marketing situation, it became evident that they did not recognize the difference between "marketing" and "advertising." Unfortunately, using these terms interchangeably is a common mistake, especially where the healthcare provider or a key staff member is just beginning to tackle the apparent complexities of medical […]

Internet Marketing Lessons from my Town Car Driver

The effectiveness of online marketing and pay-per-click advertising begin with a plan A page from the real-life-lessons department: How a chance encounter with a marketing-savvy town car driver demonstrates the effectiveness of having a plan and using pay-per-click Internet advertising for success. Turns out the encounter wasn't entirely by chance. I met a town car […]

Creating an Effective ASC Marketing Plan for Growth and Success

Once upon a time ... as some stories begin...the care and feeding of a profitable ambulatory surgery center seemed blessed with a seamless, predictable and uninterrupted patient flow. At least that was the idea. Unfortunately, reality intrudes and things change. Today, there’s nothing easy or automatic. ASCs—both large and small—are challenged to constantly align capacity […]

Attention Family Practice Doctors: Your Competition is on Aisle Three.

Walgreens, the nation’s largest drugstore chain, is turning-up the heat in family practice marketing. It’s been ages since the corner “drug store” confined it’s offering to only pharmaceuticals. But about 350 Walgreens locations are now part of the changing competitive healthcare landscape and likely to be an increasingly important factor to consider in FP, GP, […]

FTC Guidelines Apply to Healthcare & Medical Testimonials

Testimonials--still an effective technique--but, more than ever, watch what you say and how you say it. Bloggers and celebrities included. The last time the Federal Trade Commission (FTC) updated its guidelines regarding the use of endorsements and testimonials in advertising was a mere 30 years ago.

Make Way, Gutenberg: Mayo Clinic’s Center for Social Media

If you had any doubt, this week’s launch of the Mayo Clinic Center for Social Media illustrates how the Internet—and social media in particular—is now a dominant force in healthcare marketing, advertising, public relations and essential communications. Historically, hospitals, healthcare organizations and providers have been considered slow to adopt new marketing approaches. But we’ve been watching […]

Social Media ROI in Physician Marketing & Advertising - More Than Skin Deep

How do you measure the value of your blog? What’s the ROI for your Facebook page? How much do your YouTube videos benefit your physician marketing? What's the pay-back on Twitter? A balanced view of benefits gives you the whole picture.

Hospital Youtube and Twitter activity chart

The Ultimate Hospital Marketing Social Media List

If your hospital isn’t on this list, it should be. At this writing, the HSNL accounts for well over 750 hospitals with YouTube Channels, Facebook pages, Twitter Accounts, and/or Blogs. Here are the top-line numbers:Anyone (meaning everyone) working in hospital marketing or hospital public relations should check out the Hospital Social Network List (HSNL). It’s […]

Affordable, Creative Television Ads That Deliver Impact and Results

How to take advantage of new opportunities to include TV ads in your marketing plan It is possible to control television production and media costs and still deliver a professional-quality message with strong results. TV may not be right for every healthcare marketing plan, but it's no longer out of reach. New media options, friendly […]

A Fresh Look at the 7 Ps of Healthcare Marketing

A regular and pragmatic medical marketing self-examination can be revealing, positive, negative and ultimately, extremely valuable in keeping your healthcare marketing plan operating at peak performance. Here's how to approach each of the seven classic fundamentals. Share

7 Strategies for Maximum-Effective Office Signs

How to make your on-premise practice sign recruit new patients One of the best long-term marketing tools for any consumer-direct practice is, unfortunately, often neglected or under-utilized. It's easy to overlook the powerful effectiveness of an on-premise sign. And far and away, it can be the best Return-On-Investment (ROI) for your location. The main reason? […]

Nine Steps to Becoming a Recognized Healthcare Authority

Gain personal and professional satisfaction plus boost your marketing plan effectiveness. We're willing to wager that you are already an expert. The professionals that we work with daily are all highly educated, experienced and smart. Almost by definition, every one of them is an expert, and they're passionate about some aspect of the work they've […]

Establish Healthcare Marketing Budgets For Hospitals, Healthcare Organizations and Private Practices

Healthcare practitioners ask us about budgeting more than any other single topic In fact, just this morning a dermatologist asked me how much money he should allocate to market his new dermatology / medi spa practice in Florida. It turns out there are three primary methodologies to establish a marketing budget.

Ethical Medical Healthcare Marketing Systems - Work Smarter, Not Harder

Attract new patients to your medical office without sacrificing your reputation Economic pressures can often squeeze the profits - and enjoyment - right out of your business. As a consequence, doctors, administrators, managers and staff often find themselves spending an inordinate amount of their time and energy trying to cut costs and optimize reimbursements. The […]

Doctors: Make Marketing Hay While The Sun Shines

What time of year do you think about marketing your healthcare organization? Well, if you are like a lot of doctors, you probably think about marketing mostly during your slow seasons. And the logical knee-jerk reaction would be to go out and run some ads. Makes sense, right? Wrong.

How Is Marketing a Healthcare Practice Different?

In many respects, marketing a healthcare practice is not substantially different from marketing a small business in other industries. Basic business marketing principles that apply in other industries - including market and competitive research, strategic planning, budgeting, positioning, branding, marketing strategies, tactics, media options, public relations opportunities, implementation processes, tracking processes - also apply in […]

How to Spot the Born Losers of Healthcare Marketing

The number of "born losers" in healthcare practice marketing, advertising and promotion is roughly the same as the head-count of ants at a summer picnic-and just as welcome. These include putting your name, logo or ad on or in:

Professional Referral Marketing: Four Cornerstones and Eight Fatal Errors

How to lose colleagues faster than you can say "Professional Referral Faux Pas" Each time we roll up our sleeves and work with a group of doctors at one of our 2-day marketing meetings, the professional referral marketing strategies and tactics session is one of the most interesting, lively, popular and productive segments. It hits […]

How to Profit from LinkedIn

Chances are someone has already invited you to join them on "LinkedIn.com." Your list of suitors may include friends, colleagues, salespeople and maybe even some people you barely know. What should you do? After all, I am sure you already have plenty to do - do you really need to add something else to your already overcrowded plate?

Why Pretty Marketing Materials Can Kill You

Everyone wants their marketing materials to look attractive. After all, most patients have a very difficult time evaluating providers, and therefore consciously or unconsciously, look for clues about you based upon what they can see and understand. If your facilities, office, hospital and marketing materials look professional and inspire confidence, you are set up to […]

Physician Relations: We'll Help You Win Doctors' Hearts By Growing and Marketing Their Practices

Physician Relations personnel often tell us that they share similar problems: High-admitting doctors can be extremely demanding of hospital resources When the hospital wants to recruit one or more doctors, candidates typically ask for the hospital's help to acquire patients Once on board, new doctors often need a lot of help getting started Many admitting […]

Pharmaceutical Marketing: New Ideas to Ethically Win Doctors' Hearts by Helping Them to Grow Their Practices

We've marketed many thousands of doctor practices over the years, and our experience clearly shows that nothing wins doctors' hearts (and loyalty) like helping them to increase their bottom line. Beginning April 19, 2002, however, most pharmaceutical companies discontinued virtually all significant efforts to assist doctors with their practices due to the PhRMA Code On […]

Cooperative Marketing: Like-Minded Businesses Want to Build Your Organization

It's easier than you think to find a co-op friend in the neighborhood. Whether you are a physician, surgeon, dentist, physical therapist, optometrist, veterinarian or other healthcare professional, developing win-win relationships with nearby businesses is always a great marketing idea... and something we have been teaching for years. The trouble is, in the real world […]

Don't Spend a Dime on the "Dogs" of Healthcare Marketing

Here's a familiar scenario. Someone in a rumpled suit drops by your office without an appointment. He tells your receptionist that he is selling a new and amazing marketing service for only $700. It is guaranteed to "get your name out there." But here's the catch: you've got to make a decision today, because if […]

Opportunities to Partner-and-Prosper with Area Providers

How to link arms with a kindred healthcare practice for a win-win-win marketing success. Sometimes the whole is greater than the sum of the parts—and so it goes with cost-effective cross promotion. With minimum time and expense, two or more healthcare entities can team-up for a healthy Return-on-Investment.

Healthcare Information Technology: Where is Your Office?

Listening to the voice of the customer - what patients say they want from your practice A doctor's office told us recently: "We don't have email or Internet connection in the office." It was a bit of a surprise to us-most of the practices we consult with routinely do have Internet and email, many with their […]

What Is a Marketing SYSTEM?

Like so many other business processes, marketing implementation is far more successful when a practice executes a solid marketing plan with the support of a structured system. Marketing Plan "If you fail to plan, plan to fail." Everyone's heard this saying, yet so few healthcare practices follow this sound advice when it comes to marketing.

health care success secret formula drawing

Don't Let the Treatment Get Ahead of the Diagnosis

The first four diagnostic questions to ask before you take a marketing leap... Imagine this happening in your office... A new patient presents himself and announces that he needs a broad-spectrum antibiotic. How's that again? Yes -- could you please write the prescription so he can be on his way? And thank you very much. […]

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