Great Marketing: Be Interested, Not Interesting

Great Marketing: Be Interested, Not Interesting

Here is some great advice about making and keeping friends in life: Be interested, not interesting.

It’s also the best advice for marketers – especially marketers of healthcare providers.

Yet most of healthcare marketing is nothing more than trying to be interesting. What results is corporate narcissism - talking exclusively about how great, competent, technologically savvy, world class or whatever our doctors and hospitals are.

We have misinterpreted the research about our brand position by bragging about ourselves. Corporate narcissism.

What patients want us to do instead is to care about them. To be truly interested instead of trying to be interesting.…

Read More…

Doritos – A Healthy Example to Healthcare Marketers

Doritos – A Healthy Example to Healthcare Marketers

The guy that invented Doritos should be a hero to healthcare marketers.

What?!?

The the inventor of the quintessential junk food? Yes, because he is an example of how to move the whole organization forward using a marketing budget.

Arch West was a VP of Marketing at Frito-Lay. The story goes he tasted a spicy chip at a San Diego restaurant. He saw the potential and wanted his company to make something similar. The C-suite said no.

Now here’s what I like about this story: then he reallocated his marketing budget to develop the chip on his own. Without permission.…

Read More…

America Needs You To Market Wellness & Advocacy

America Needs You To Market Wellness & Advocacy

Healthcare expenditures in the United States were nearly $2.6 trillion in 2010. That’s an average of $8,402 per person*. The return on that investment? In 2011, the U.S. ranked 50th in life expectancy and 30th in infant mortality**.

What Americans need is a change in fitness, early detection, nutrition, and the healthy lifestyles of prevention. No other organizations are better positioned to deliver life-changing wellness tools than healthcare providers.

As good as our doctors are (and the world comes here to for the best medical education), our clinicians do not impact population health. Same can be said of our best-in-the-world medical technology, facilities, and access to fresh food and water.…

Read More…