Ancient Greece Meets Medical Marketing– A Compelling Message Gets Results

Admittedly it is a stretch to go from Ancient Greece to medical marketing. However if you suspend skepticism for just a moment you may find, as we did, a connection between the two. The connection is the quality of the message. A compelling message reaps extraordinary benefits. It did so 5,000 years ago for the Ancient Greeks and it does so today for some of the most prestigious medical institutions and practitioners in our country. A quality message can do the same for you, your practice and your bottom line.

5,000 years ago Demosthenes, the head of state in Athens saved Greek civilization from annihilation at the hands of the Persians. He did it with a compelling message that moved the Athenians to take action, rise up, and defeat the Persian army. Today, medicine is faced with its own threat, some even view it as possible annihilation of the profession as we know it. Today’s threat is the HMO and its imposed constraints on medical fees and delivery decisions. In response savvy professionals turn to marketing for relief - and they get it. Like Demosthenes they use compelling ad messages to put threatened autonomy and authority back in their own hands. Look at the record. The most prestigious institutions use marketing. They promote services, physician reputations, success rates and more. Doctors in every specialty do the same. They too use marketing programs with compelling messages to restore practice stability, professional status and revenue.