June 19, 2017

Jumping on the bandwagon is a ride to nowhere.

Back to the basics: Health Care Marketing Revisited
Jumping on the bandwagon is a ride to nowhere.
People like to be part of the next big thing. Since no one ev […]

June 6, 2017

Of course you care.

Back to the basics: Health Care Marketing Revisited
Of course you care.
Repeated exposure to most health-care advertising could result in a case of diabetes. Th […]

May 10, 2017

A little knowledge is a dangerous thing.

Back to the basics: Health Care Marketing Revisited
A little knowledge is a dangerous thing.
Most people who work in marketing and advertising have taken at lea […]

April 13, 2017

Alphabet soup.

Back to the basics: Health Care Marketing Revisited
Alphabet soup.
With the advent of text messaging (TXT), initials and acronyms have run amok. There’s LOL ( […]

March 21, 2017

Say what?

Back to the basics: Health Care Marketing Revisited
Say what?
Words actually heard in a television commercial: “I feel better with less pain.”
No kidding? W […]

March 9, 2017

How to sound good while saying nothing.

Back to the basics: Health Care Marketing Revisited
How to sound good while saying nothing.
Advertising copywriters—and the lawyers who edit their work—are […]

December 6, 2016

The more things change.

Back to the basics: Health Care Marketing Revisited
The more things change.
Marketing communications is in a constant state of flux. From traditional media to […]

November 29, 2016

Why seven is an unlucky number.

Back to the basics: Health Care Marketing Revisited
Why seven is an unlucky number.
Those of us involved in advertising see a lot of it.

We’re there from the […]

August 3, 2016

How to put lipstick on a pig

Back to the basics: Health Care Marketing Revisited
How to put lipstick on a pig.
Good ideas are hard to find. It’s hard work to develop objectives, strategie […]

July 27, 2016

How to spend money to make money

Back to the basics: Health Care Marketing Revisited
How to spend money to make money.
Advertising is expensive. Even the kind—such as social media—that’s […]

July 12, 2016

How to waste money on advertising

Back to the basics: Health Care Marketing Revisited
How to waste money on advertising.
There’s a famous old saying in marketing communications attributed to d […]

July 5, 2016

How much does an advertising campaign cost?

Back to the basics: Health Care Marketing Revisited
How much does an advertising campaign cost?
Spend any time at all in marketing communications and you’ll h […]

June 21, 2016

How to prosper with bad advertising.

Back to the basics: Health Care Marketing Revisited
How to prosper with bad advertising
Folks in the ad business often carry on about creativity and quality. To […]

May 6, 2016

What about your customers?

Back to the basics: Health Care Marketing Revisited
What about your customers?
When developing marketing communications plans, most of the thinking—whether st […]

February 5, 2016

Why do people buy?

Back to the basics: Health Care Marketing Revisited
Why do people buy?
It’s a simple question. And one that everyone involved with exchanging a product or ser […]

January 13, 2016

Who do you believe?

Back to the basics: Health Care Marketing Revisited
Who do you believe?
If you’re involved in marketing communications at your organization, it’s no secret […]

December 23, 2015

Who—and what—do you ask?

Back to the basics: Health Care Marketing Revisited
Who—and what—do you ask?
Given the inherent uncertainty of advertising, it is no surprise that many peop […]

August 31, 2015

How do you know?

Back to the basics: Health Care Marketing Revisited
How do you know?
Last time we talked about the lingering question of the value of spending money on advertis […]

August 5, 2015

Why spend the money?

Back to the basics: Health Care Marketing Revisited
Why spend the money?
Years ago, a reluctant client likened paying for advertising to “buying a pig in a po […]

July 22, 2015

What do you expect?

Back to the basics: Health Care Marketing Revisited
What do you expect?
You’re about to commit a big chunk of your resources to a marketing communications cam […]

July 7, 2015

How do you persuade?

Back to the basics: Health Care Marketing Revisited
How do you persuade?
No matter the message contained in a marketing communications campaign, you must bring […]

June 18, 2015

How do you engage?

Back to the basics: Health Care Marketing Revisited
 
How do you engage?
Last time, we talked about getting attention. It’s the all-important first task […]

May 1, 2015

How do you get noticed?

Back to the basics: Health Care Marketing Revisited
 
How do you get noticed?
When it comes to advertising, getting attention is easy. You can shock the au […]

March 5, 2015

What are you saying?

Back to the basics: Health Care Marketing Revisited
 
What are you saying?
Determining who you are talking to in a marketing communications campaign should […]

February 25, 2015

Who do you think you are talking to?

Back to the basics: Health Care Marketing Revisited

Who do you think you are talking to?
Lots of marketing communications messages are wasted. Along with all t […]

February 20, 2015

What are you about?

Back to the basics: Health Care Marketing Revisited
 
What are you about?
Last time, we talked about awareness. Because if people don’t know who you are, […]

February 5, 2015

Who are you?

Back to the basics: Health Care Marketing Revisited

Who are you?
No matter the message, no matter the medium, no matter the audience, your first and most impor […]

February 3, 2015

Our resident cowboy poet and marketing advisor

 
This is a self portrait of Rod Miller. He was younger then but it’s remarkably true to life. Even down to the collarless dress shirt. Back in the […]