Is Meaningful Differentiation Lacking in Healthcare Marketing?
The other day, I was reading my local community newspaper, the Herald-News and a national publication, The Wall Street Journal . Yes, I am kind of old fashion that way, reading a newspaper where you actually have to touch and turn a page, and move your head to read a story. In both papers, I saw several healthcare advertisements and a placed story. Normally, one would probably would scan the ads or the story, make a fast determination of usefulness, and move on. Especially, if you don't need that particular service or clinical capability at the time. The placed story led with "A spa like atmosphere". Really. But when looking at all the placements, I asked myself, what were the distinguishing differentiation characteristics, that separated everyone? What was the brand promise? What were the key messages? And most importantly, what, as a healthcare consumer, did you expect me to do? Sadly, I could not find any clear and unambiguous differentiation. This is not a challenge ...