Category: Case Studies

Doctor, Tear Down Your Glass Window — Now!

Our friend and colleague Rob Klein—a consumer authority for hospitals and doctors—told us this story from a research focus group. Many people in the group agreed that the glass window at the front desk made patients feel unwelcome. A glass window seems to be standard issue for every doctor’s office on the planet. But it […]

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The Future of Healthcare Marketing and Digital Dominance

[Part of a continuing series] A colleague told the real-world story about seeing a group of senior citizens talking about their grandchildren. To our observer, the curious part was that each of the 70-plus-year-old grandparents had their smartphone in hand, complete with proud-moment pictures and videos. This snapshot is a micro-moment reminder of how personal […]

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The Simple, Three-Part Secret to Asking for Referrals

Recently, I had a unique experience at a local IHOP restaurant. I’d like to share this real-world, simple-but-effective marketing idea that everyone can use. Here’s how asking for referrals can be an immediate boost for business. I was enjoying Father’s Day breakfast with the family. About halfway through our meal, an employee —wearing the name […]

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The Big Secret About Reaching Millennials Before Your Competition

OK – here it is: Successfully marketing to Millennials—appealing to and attracting this major audience group—requires a totally new approach. For the most part, the customary ways-and-means of reaching this target audience completely misses the mark. As a result, they are the most difficult segment to market to effectively. Leave the challenges of an old-school perspective and […]

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Essential Website Metrics and Your Key Performance Indicators

Your website is healthcare’s new front door, and nearly everyone has a website. Good, bad or mediocre, hospitals, health systems and doctors’ offices have some degree of Internet presence. But better than half the time, the all-important website metrics—the numbers that monitor performance—are neglected or ignored. The plus side of an effective website is that […]

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16 Creative Director Secrets: How to Do a Great Photo Shoot

The march of technology has put a camera in everyone’s pocket. We’re OK with that, but an iPhone camera does not make everyone a professional photographer. In fact, a do-it-yourself approach to a major business photo shoot can waste time, effort and valuable resources. Investing in quality photography can produce professional results in producing a website […]

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Reciprocity and the Psychology of Why Samples Sell

In the retail world, it’s easy to find free or low-cost samples of goods, services, and the ever-popular taste-test of (a new flavor) bacon-infused crispy chip. Beyond the wall of healthcare marketing, reciprocity and the psychology of samples, test bits and trial models have a long and successful history. Retailers know that giving away a […]

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How Creative Advertising Images Turn Heads and Bend Minds

We’ve been looking for a good springboard opportunity to present the creative advertising images that are included with this post. It’s difficult to characterize all the ways how-and-why reasons that good visuals turn your head, tell a story and/or bend your mind. And frankly, that’s an important secret sauce ingredient. There aren’t many ad messages […]

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The Indisputable Marketing Power of Being First

There’s an analogy that I offer clients to demonstrate the importance of being first in marketing. I ask: “Charles Lindbergh made the first solo nonstop flight across the Atlantic Ocean. Can you name the second person to do so?” “If John Hancock famously signed the Declaration of Independence first, can you name the second person […]

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– Jonathan Calure, MD