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: Image Building at the Expense of Real Growth: A Critical Mistake
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 > Image Building at the Expense of Real Growth: A Critical Mistake
Business

Image Building at the Expense of Real Growth: A Critical Mistake

Stewart Gandolf
Stewart Gandolf
Share
3 Min Read
error mistake
SHARE

error mistake[Series Installment] Among our list of 19 critical medical advertising mistakes that healthcare organizations make every day is: Trying to build your image rather than building a patient base.

error mistake[Series Installment] Among our list of 19 critical medical advertising mistakes that healthcare organizations make every day is: Trying to build your image rather than building a patient base. We’ve labeled it as Number Six, but by any name it is a misguided budget-burner.

Here’s how to recognize that you may be headed for this serious pitfall, and how to devote your advertising budget toward more effective results.

All too often, people believe the singular goal of advertising is to build an image for your practice or hospital. The logic follows that, if you put enough things “out there” with your name and picture, patients will beat a path to your door. Unfortunately, it doesn’t really work that way.

More Read

Blue Button Download of Personal Health Data to be Expanded to Federal Employees and Their Families
Five Accelerants to the Adoption of Connected Health
Should Popular Doctors Be Paid More?
5 Bits of Actionable Info from AAOS 2014 for Your Ortho Department
Medicare Is Lousy Insurance

The image idea is deceptively appealing for several reasons:

Egos are involved: Having your name or likeness in the bright spotlight of public advertising has an ego kick to it. The appeal of image ads that “feel good” for the provider or institution is lost on the general public. No doubt your mother would be proud, but prospective patients have a different value system.

There’s political pressure: Closely related to the ego-issue is when image messages are created to answer internal needs or specific issues. The impulse is to get the word out or pump-up the real or perceived reputation with advertising. Somehow it seems to “feel right,” but the actual results are more negligible than meaningful.

The “big guys” do it: Sure you want to build a great image and reputation in your community.  But that takes a huge investment over a long and sustained time. Broadly based outfits such as Starbucks, for example, have the requisite deep pockets. But the neighborhood coffee house needs a steady stream of new and regular customers for their humble three community locations.

The cost-effective alternative

There is a time and place for healthcare marketing and advertising that establishes and reinforces your brand and branding message. The first—and usually overriding priority—is attracting and retaining a solid patient/revenue stream. Image advertising alone comes up short.

But, as you build the desired patient base—if you do it right—the image and reputation will also grow. It is important to differentiate your value by way of the services and solutions that specifically answer the needs of the audience.

In short, it’s not so much who you are as it is what you can do for prospective patients. Professionally guided advertising campaigns can extend reputation and recognition while actively growing the patient base and revenue streams.

 
TAGGED:healthcare marketing
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

dental care
Importance of Good Dental Care for Health and Confidence
Dental health Specialties
October 2, 2025
AI in Healthcare
AI in Healthcare: Technology is Transforming the Global Landscape
Global Healthcare Policy & Law Technology
October 1, 2025
Choosing the Right Swimwear for Health and Safety
News
September 30, 2025
sports concussions
Concussion In Sports: How Common They Are And What You Need To Know
Infographics
September 28, 2025

You Might also Like

Health Care Buzz Today

May 5, 2011
Medical Practice Marketing, Community Outreach, Medical Practice Engagement
BusinesseHealth

5 Places Medical Practices Can Get Involved with Community Outreach

July 11, 2014
Image
Business

Healthcare App ZocDoc Cracks A Top 100 List

September 19, 2013

Will Republicans Repeal ObamaCare’s Risk Corridors?

January 26, 2014
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?