By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: If Patients Chose Doctors Based on How Creative They Are
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > If Patients Chose Doctors Based on How Creative They Are
Business

If Patients Chose Doctors Based on How Creative They Are

Stewart Gandolf
Stewart Gandolf
Share
5 Min Read
SHARE

Somewhere in the US—we wouldn’t disclose exactly where—there’s a large medical practice that has, until recently, been in a relationship with a local advertising agency. What’s troubling about this relationship is that, over many years, the agency never talked about results, data or Return-on-Investment.

The medical practice likes the people they were working with, and that’s a good thing. But they realized that the friendly agency folks only talked about how “creative” they are. They had little evidence that their marketing budget was producing results.

Somewhere in the US—we wouldn’t disclose exactly where—there’s a large medical practice that has, until recently, been in a relationship with a local advertising agency. What’s troubling about this relationship is that, over many years, the agency never talked about results, data or Return-on-Investment.

The medical practice likes the people they were working with, and that’s a good thing. But they realized that the friendly agency folks only talked about how “creative” they are. They had little evidence that their marketing budget was producing results.

More Read

healthcare innovation
Intermountain Healthcare Opens Innovation Center
Medicare Rates Set to Soar
3 Pathology Synoptic Reporting Examples
June 1- Meeting for NYC Health Business Leaders
Paul O’Neill on Protecting Our Healthcare Workforce: #NPSFLLI7

Unfortunately, we’ve seen this before, and it’s a classic mistake. It makes us wonder: What would our world be like if patients chose doctors based on how “creative they are?”

Clearly, that’s the wrong question and the wrong way to select a provider…or a marketing resource.

Patients aren’t making creative judgments about doctors. They’re seeking authoritative solutions to their healthcare needs. And doctors are in business to answer their needs. In healthcare marketing, measurable performance—actual results, not “creativity”—is the critical test.

Marketing and advertising are serious business tools where performance links directly to new business and profitability. So, in the words of advertising icon David Ogilvy, “Don’t tell me you like the ad … tell me you want to buy the product!”

It’s not about sweet talk…

The nearly constant challenge is to recognize that you are generating measurable results, and not just “doing marketing.” Focus on results-driven marketing and advertising. Your budget and your business future is at risk if the only evidence is:

  • A vague notion of “just getting your name out there”
  • A wall-full of ad agency or industry awards
  • Fuzzy talk about “awareness” or “impressions”
  • Purely pretty or colorful graphics
  • Talk of being amused by funny or clever ads
  • The charming personality of a smooth salesman
  • The glitz and noise about “being creative”

To be clear, creativity in advertising can be powerful and effective. But without a reliable means to quantify and measure hard-dollar results, there is no way to know what’s working…or if your marketing investment is delivering a meaningful return.

And in the interest of full disclosure, we are a medical advertising agency. (We’re pretty good at what we do, and we’ve even won a few awards.) But no matter whom you work with, don’t be distracted by talk of “being creative.” Have a partner that you like and trust, and measure performance by tangible business results, hard data and Return-on-Investment.

For related reading, see: Hardball Questions to Ask BEFORE Selecting a Marketing Partner, and Pretty Poison: When Graphics Kill Your Healthcare Marketing Message.

And for a free, confidential healthcare marketing assessment, connect with us here. There’s no obligation to learn how results-based programs can help you achieve your business goals.

Stewart Gandolf, MBA

Author information

Stewart Gandolf
Stewart Gandolf
Chief Executive Officer and Co-Founder at Healthcare Success Strategies
Stewart Gandolf, MBA, is CEO of Healthcare Success, a medical marketing and health care advertising agency. He is also a frequent writer and speaker. Most importantly, he is happily married and a “rock-n-roll daddy” to two wonderful girls.
TwitterGoogle+LinkedIn

The post If Patients Chose Doctors Based on How Creative They Are appeared first on Healthcare Success.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

a woman walking on the hallway
6 Easy Healthcare Ways to Sit Less and Move More Every Day
Health
September 9, 2025
Clinical Expertise
Healthcare at a Crossroads: Why Leadership Matters More Than Ever
Global Healthcare
September 9, 2025
travel nurse in north carolina
Balancing Speed and Scope: Choosing the Nursing Degree That Fits Your Goals
Nursing
September 1, 2025
intimacy
How to Keep Intimacy Comfortable as You Age
Relationship and Lifestyle Senior Care
September 1, 2025

You Might also Like

healthcare marketing
BusinessFinance

Is Healthcare Marketing a Grotesque Business or Ethical Imperative?

November 26, 2013
Image
BusinesseHealthSocial Media

Beyond the Buzz: 10 Questions to Ask Before Setting Up Healthcare Social Media

July 19, 2014

Bringing Down the Costs of Medical Care

March 26, 2011

Best Hospital Lists: Rating the Rankers

September 29, 2012
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?