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 […]

Healthcare Branding: Answering the All-Important “Why You” Question

The first lesson about healthcare branding has to do with setting expectations. All too often, the misguided concept of branding for a medical practice, hospital or individual provider is an overnight magic trick. The practical reality is that healthcare branding is a high-level and long-term marketing strategy. (Emphasis: long-term.) The principal investment is time—years, in fact—to […]

Be Willing to Ignore Someone and Other Healthcare Branding Advice

Change can be hard to embrace. The nation’s healthcare delivery system—which has traditionally been slow to adjust—is experiencing unprecedented reform. And with it, one significant consequence is the need for healthcare branding, rebranding or a completely new approach. The Affordable Care Act and other social dynamics have changed the fundamentals of doing business. Maybe you are […]

Bragging Rights: How Personal Branding Benefits Doctors

“Almost every culture has its own metaphor about what happens to people who are judged by their peers to be overreaching,” according to an article in the Harvard Business Review. “In Australia, it’s tall poppies—the tallest one gets its head whacked off. In Japan, the nail that sticks out gets hammered down.” There’s a delicate […]

Abercrombie & Fitch: Valuable Branding Lesson Abrasively Presented

The fashionable (ie snooty) retail clothing industry has more than a few elite and upscale brands. Abercrombie & Fitch (A&F) is one of those labels. But in the media recently, their uber-appeal to “the cool kids” crowd sounded abrasive, and offensive to many. But nearly buried in all the negative press coverage are some valuable […]

Little Playbook of Emotions for Healthcare Branding and Patient Engagement

Medical practice and hospital marketing professionals have an extremely challenging job on the forward facing frontline of healthcare communications. Suffice to say that it’s a complex task to effectively “speak healthcare” to the public. But it’s helpful to know that effective medical messaging—from patient conversations to mass media—will nearly always relate to a short list […]

An Actual Patient, an Exceptional Practice Story and a Fun Production Shoot

In professional circles, almost any corner of the film production industry is casually referred to as working in “the biz.” And those same professionals will quickly add that it’s a lot more hard work than the popular PR image of “glitz and glamour.” But the considerable effort behind a healthcare television commercial is not only […]

Healthcare Branding: That Was Then. This Is Now.

There’s been a dramatic increase in the need for healthcare branding. In fact, we’d have to call it a huge rise in doctor branding, physician branding and hospital branding—all propelled by various factors in the marketplace. Broadly speaking, we’d put the change-agents under the umbrella label of “healthcare reform.” And three of these forces—empowered patients, […]

Tale of Two Cities: Upscale vs. Down Low for Dental Branding

San Francisco and Berkeley, CA, are only 20 minutes apart via the Bay Bridge. But for these two practices, their dental advertising, dental positioning and branding couldn’t be further apart. And, from a healthcare marketing perspective, both examples are properly tuned into their community spirit and embrace it in their office décor and branding message. […]

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– Jonathan Calure, MD