Five Acid-Test Questions to Create Highly Effective Healthcare Advertising

The formula for creating highly effective healthcare advertising is never simple. But the chemistry works best when you can answer several critical questions before you begin. It is a simple acid test to evaluate your intended advertising message and/or website. With the target audience clearly defined, the first two questions are marketing’s Problem—Solution fundamentals. Problem:…

How to Find the Differentiating Marketing Heart of Your Hospital Brand

As a student of marketing, I tend to dissect the brand name-logo-tag combinations that I notice. Professionally and personally, I admire the good ones. But the bad ones in particular grab my attention. Like driving into a pea soup fog bank, there is a sudden disconnect with the highway, landmarks and even reality. When you spot…

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