[Series installment.] Hospital marketing professionals tend to think about content delivery as information sharing. That’s good, but to be effective, the process goes deeper. The most useful creative secret in hospital marketing however, is the ability to tap emotional storytelling. Author and marketing professor Jonah Berger frames the idea this way: “People don’t think in terms of information,” he […]
Our regular readers appreciate that we have a positive bias toward healthcare marketing and advertising that produces measurable, near-term results. Direct Response Marketing isn’t the only option, but for hospitals and medical practices—facing tough competition with a lean, cost-effective budget—it offers advantages over brand-based methods. Experienced writers will devote half (or more) of their creative […]
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– Jonathan Calure, MD