When designed well, brochures can act as consummate salespeople that sit in the lobbies of doctors’ offices, in the homes of your patients, and any other place you choose.  The degree to which those brochures actually help the provider varies widely.  Here are some tips for designing brochures that sell. Throw Them Off a...
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A Success Strategy from Drug Company Marketing Inasmuch as Big Pharma boasts some of the highest profit margins in the world, their business models including their impressive marketing strategies deserve study.  In this article, we explore one strategy in their advertising that makes all their advertising endeavors more successful.  In 1997, the US Supreme...
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Have you ever had the experience of seeing an employee’s name in print and being unable to remember who that person is?  Later, you see the person’s face, and the visual input unlocks a portion of your mind full of memories about the person.  Your logo works the same way.  It increases the memorability...
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In the United States, the best domain names end with .com or .org.  This is the domain name structure to which Americans have grown accustomed.  People are so used to domain names ending this way that they will reflexively type .com at the end of a domain name even when it doesn’t belong there....
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Choosing the Right Frequency Business owners lament over wasted advertising investments too often.  The most common saboteur for small business advertising plans is inadequate frequency. In marketing, frequency refers to the number of times a message reaches a customer. Business owners frequently overestimate the impact one exposure should have on a customer.  When considering...
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“Each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message.” Dr. Marshall McLuhan, Understanding Media: The Extensions of Man. The philosophy of Marshall McLuhan offers insight into issues with which business managers still grapple today.  McLuhan coined the phrase, “The medium is the message.” In the...
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With the ability to provide high numbers of highly profitable referrals, orthopedic surgeons stand apart as the most desirable referral source for Medicare certified home health and for physical therapy. Considering all the companies vying for the attention of orthopedic surgeons, what do you do to win them over and retain their loyalty? One effective...
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