A new study completed this week provides continuing validation of a marketing strategy that Brazzell Marketing Agency calls the “Referral Doubling Strategy.”  The study finds that home health care agencies using the strategy are more likely to experience growth and that their rate of annual growth is 375% above average (38% vs. 8%). One...
Read More »

Brazzell’s Boiling Pot model for understanding referral-source behavior. Conventional wisdom in the marketing industry holds that your advertising must reach customers 12 times before they will take action.  While this is largely true, healthcare providers who have conducted successful communications programs know that many referral sources respond long before 12 communications.  How can the...
Read More »

Many of you were probably told to never name the competition.  Naming the competition in your advertising or sales efforts is tantamount to buying advertising for them.  Naming the competition runs the risk of familiarizing one of your loyal customers with one of your competitors for the first time.  However, in marketing, spoils go...
Read More »

Quick! Name a Good Place to Call for Home Infusion! The first place that you name has your top of mind awareness.  The minds of every nurse, physician, and PA contain lists of health care providers.  Your position on the lists determines the number of referrals you receive.  More importantly, you can control your...
Read More »

A large part of branding is being able to trigger deep portions of people’s memory to make your company feel familiar and trustworthy.  Doctors may or may not remember your company name when they hear it or see it in print.  This is why we use logos to enhance the memorability of your brand. ...
Read More »

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...
Read More »

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....
Read More »

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...
Read More »

Business owners often think of sales and marketing as one thing. Understanding the difference between sales and marketing can help managers create more effective business plans. Sales is one important component of marketing. However, using sales as if it were 90% of marketing creates situations where businesses get less than the maximum return on their marketing...
Read More »