Stories are a great way to communicate the unique value any business offers. They are an especially great way to communicate the unique value a professional practice offers. A carefully crafted marketing story can be compelling because people will see themselves in it. Paul Simister at Business Coaching provides suggestions to consider your marketing […]
Viral Marketing for Professional Service Firms?
Viral marketing has become part of North American culture. By way of example is the ‘Will It Blend’ viral marketing campaign that promotes blenders using a comical DON’T DO THIS AT HOME video series. The video that shows the blender chewing up an iPhone has had over 5 million views on YouTube alone. Viral […]
9 Touches to Make a Sale
Have you ever made a slew of cold calls or sent out a bulk mailing and wondered why so few sales resulted from your efforts? You may be interested to know that, on average, it takes 9 touches to make a sale. If you made one phone call or sent out one introductory letter, you […]
Bring Back the ‘Social’ in Social Media
Businesses are seeing the opportunity that social media marketing can deliver. But have they missed the point entirely? The reason that social media is different from other marketing vehicles including outdoor advertising, print, radio and direct mail is that it offers a ‘social’ element . Businesses who have mastered the ‘social’ in […]
Interview with Gottesman Associates – How Does It Feel to Brand Your Practice?
Why would a sole proprietor decide to develop a strategy for branding professional services? I interviewed Deborah Gottesman, principal and lighting designer at Gottesman Associates, to find out. Having recently completed a branding strategy and website with Bekhor Management, Deborah is well positioned to provide insight to other sole proprietors about the branding process. Here […]
Healthcare Brands That Work
Healthcare Brands That Work was published by North York General Hospital Foundation Website – September 2008. Do you know how doctors and other healthcare professionals earn their patients’ loyalty? They do something memorable. I recently had my gallbladder removed at the North York General Hospital. As a marketing consultant to healthcare professionals, this was an […]
Qualifying Before Selling Delivers Enormous Time Savings
One step of the sales process is critical to minimizing the time spent selling a prospect that is not going to buy. Qualifying. There are many different ways to qualify prospects including online inquiry submission forms and assessment questions for first phone calls, email messages and meetings. Any of these methods will work, as […]
Trends in Healthcare Marketing – When Alternative and Traditional Converge
Have you seen the latest Pfizer television advertisement? It is a touching collage of the warm moments between people that are part of the healing process. This advertisement is part of a larger marketing campaign focused on ‘More Than Medication’. This marketing campaign is a dramatic comment on emerging trends in the attitude Canadians have […]
Opportunity That is Exclusive to a Recession
We already know about the hardship that a recession can bring. But can it deliver opportunity? Here is an example of an opportunity that is exclusive to a recession, from Stefan Tornquist in an interview with The Wall Street Journal: What we lose sight of is that brand activity makes us trust a […]
The Role of Education in Marketing a Healthcare Practice
Chiropodists, Naturopathic Doctors, Nutritionists and Chiropractors face unique challenges when they reach out to their neighbourhoods with a medical marketing plan. Not everyone knows what they do. Not even those who really need their services necessarily know what they do. Education clearly plays an important role in marketing alternative healthcare practices. However, when one takes […]
