- The creative and media cost is usually a waste limited resources;
- There is no Return-on-Investment or a disconnect from measurable goals;
- Off-course marketing messages diminish overall marketing effectiveness;
- There’s a failure to communicate or the message is mixed and confusing; and
- Even well intended (but bad) ads do little or nothing to help the public.
8 ways to create bad hospital advertising
- Spotlight infection rates and re-admission scores. No doubt there’s some degree of professional pride in attaining certain quality of care measurements, but “fewer septicemia infections,” “fewer re-admissions,” does not make for a great billboard. This one sometimes overlaps with our next category.
- Multisyllabic medical terms are impressive. Notwithstanding that the patient-public is increasingly well informed, healthcare advertising needs to communicate without confusion. What’s more, the public is far more interested in easily understood benefits and daily living solutions than in the medical science behind why they feel better.
- Everyone eats alphabet soup. A corollary to the item above, shorthand, buzz words and abbreviations—EMR, HIR, HIPAA, ACO, ER, PPACA—can be barriers to understanding.
- “We are pleased to announce…” your new building, technology or award. Information about concrete or equipment—without saying how these things benefit the lives of people—is a non-starter…and often boring.
- Someone upstairs said we should do this ad. There are exceptions, but advertising is rarely a good platform for ideas that are disconnected from defined marketing goals, speak to internal matters, or tackle political issues.
- Be over-the-top shot at being clever (or trendy, cheeky, witty or insider). The line between “creative” and “confusing” is a thin one. It’s remarkably easy for ads to be seen as obscure, unclear or simply un-funny.
- Proofreader? (We don’t have one.) A spell-check program has its limitations. Over reliance will have you tracking calls to a Phoenician.
- Let’s just copy someone else’s nice-looking ad. If there were no copyright or conscience issues, it’s a bad idea. It may be “pretty,” but you don’t know its objective or goals, intended target audience, its role in a larger media plan or marketing strategy, how it performed…or any of a dozen other critical considerations. You’re taking quite a chance on “nice.”
We admit it’s tough to get things right…
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