Marketing basics boiled down to memes.

Once you’ve defined your target audience—the “who” you are talking to—“what” you say, must speak to them. Sounds simple enough. But sadly, much of the time a company’s advertising is talking to themselves. It may be important to them, but not to their prospects.

Who cares if you’re “excited” about a new service or piece of equipment? What does it matter if you’re “proud” of an accomplishment? Saying “our people make the difference” is no different from what everyone else can—and often does—say. And when care and compassion are expected and ubiquitous in health care, who will hear you when you say “we care”?

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