BOLDNESS Brings Business to Healthcare but...

After 35 years in the healthcare marketing industry, I am still not able to say HEY I KNOW EXACTLY WHAT WORKS AND HERE IS THE FORMULA FOR YOUR SUCCESS. I have had so many remarkable successes in my career and a few learned-a-major-lesson failures.

But what I am able to say for sure is this:

BOLDNESS always brings attention and attention ALWAYS shifts the consumer experience of your service or product. But it is the BOLD back end delivery, the total REMARKABLE patient experience that earns the business.

But in the end it's HOW YOU FOLLOW THROUGH with the healthcare consumer experience that determines your bottom line success. If you want to swim upstream in a totally different direction than your competitors, your BOLDNESS and color and courage has to be more than advertising/social media deep. Your boldness has to be systemic. It has to infuse the entire CONSUMER EXPERIENCE of your hospital, service, or product. You can't promise something BRILLIANTLY DIFFERENT in your marketing and deliver pretty close to what you always have.

We are all guilty of launching the cute or powerful, inspirational or breathtaking healthcare marketing campaign that gets the phones to ring and the website to ding but forgetting to plan the points of contact in the patient/consumer experience that DEMONSTRATE the ongoing and unique REALITY of our marketing excellence.

NIKE never forgets to swoosh and get customers to Just Do It. In their advertising. In their stores. At the events they sponsor. Starbucks delivers beverages just the way you want them or they will make them over and over again --- in print and in reality. The Cancer Treatment Centers of America remind their patient at every care touch point that their cancer care is "tailored to you."

It is far too easy to get excited about a BOLD new vision in HOW WE PROMOTE healthcare and forget about HOW WE DELIVER the operational, clinical, and administrative moments in the patient's future.

For real success in marketing health, we need to be BOLD AND DIFFERENT first in the delivery of our services and then and only then to tell the story to reinforce our success.

My latest healthcare marketing license strategy (and adventure) The Lipstick Alliance? of U.S. Hospitals is a BOLD growth strategy that helps a hospital ENSURE the patient experience touch points are real and remarkable. Call me for information or just to discuss your perspective on BOLDNESS IN HEALTHCARE MARKETING. 561-358-5230