Healthcare Advertising and the Demise of Modern Medicine?

At first, I really couldn’t believe what I was reading: “The decline of medicine as a profession began,” according to the blog post, “when it became legal for doctors and hospitals to advertise.” Really? Now that’s an effective, attention-getting lead sentence, especially for a seasoned healthcare marketing professional like myself. Evidently, the demise of modern […]

6 Questions: Reality Check for Healthcare Ads & Slogans

One of the oldest and most familiar brand names in the mattress industry—Sealy—owes much of its success to an advertising executive. He invented the slogan: “Sleeping on a Sealy is like sleeping on a cloud.” This goes back to the early 1900’s when Earl Edwards, a successful ad-executive-turned-entrepreneur purchased patents and bought into the bedding business. […]

Using Social Proof to Win Friends and Influence People

Whether we know it or not—and whether we like it or not—nearly everyone is influenced by the human phenomenon of “social proof.” The term was coined long before the Internet arrived on your desktop and popularized social media. We can all thank psychology Professor Robert Cialdini for the label—he didn’t invent social proof, it seems […]

Winning with the Triple Crown of Healthcare Advertising

The elementary formula for success in healthcare marketing and advertising is to engage a prospective patient with a meaningful answer to their problem at the right time. The recipe sounds simple enough, but putting it all together…well, it’s complicated. Here’s how to organize your tools and build your marketing, advertising and promotional plan around the […]

Image Building at the Expense of Real Growth: Critical Mistake Number Six

[Series Installment] Among our list of 19 critical medical advertising mistakes that healthcare organizations make every day is: Trying to build your image rather than building a patient base. We’ve labeled it as Number Six, but by any name it is a misguided budget-burner. Here’s how to recognize that you may be headed for this […]

Dare to Be Adequate: Hospital Advertising That Fails (and What to Do Instead)

We’ve noticed a disturbing sameness among some hospital and medical advertising. Fortunately, it’s not everyone or even most healthcare advertising, but there are all too many instances when the message of one organization is monotonously similar among competitive facilities. Regrettably, being “the same” is not a leadership message. Nor is it compelling, or even interesting. […]

Big Mistake Number 12: Choosing the Wrong Healthcare Advertising Channel

One of the most common medical advertising mistakes that doctors and hospitals make every day—one of many that we discover all too frequently—is using the wrong advertising channels. Physicians, hospital executives and other healthcare marketing decision-makers are distracted by a hundred other daily demands on their time, and they fail to fully evaluate their media […]

Pay-Per-Click and Other Online Healthcare Advertising Terms You Need to Know

Internet advertising terms can be a bewildering forest of initials, tech-talk and shorthand. For some healthcare providers it’s a strange vocabulary that’s essential to successful online advertising that brings new patients to your doorstep. Fortunately, it’s easy to master. Why Internet advertising? Patients and prospective patients—the target audience—are online. The search for health and healthcare […]

Doing Well by Doing Good: A Natural for Healthcare Advertising Placement

Here’s an attention getting advertising media opportunity that might fit with some healthcare and hospital marketing plans as well as for medical practice advertising and others. The core concept is the strategic (public) placement of complementary hand sanitizers that carry an advertising message. The device dispenses a measure of hand hygiene gel while facing the […]