What’s New at Onspire Health Marketing

A compass image to denote the act of navigating through a rebranding effort

Creating Healthier Brands: What is the Difference Between Brand Identity and Brand Image?

To refresh or revitalize your brand, your organization faces some important decision points up front. Do you want to change your brand identity (appearance), your brand image (personality), or both? As president of a healthcare marketing, branding and advertising firm, I often hear the terms “brand identity” and “brand image” used interchangeably. While these two paths do intersect and build on one another, they are

A collection of branded promotional items in a bowl engraved with the words “Happy & Healthy”

The Power of Corporate Merchandise: What the Right Promotional Items Can Do for Your Healthcare Brand

Do you call it swag? Do you dismiss them as tchotchkes? Or do you recognize promotional merchandise as a tangible manifestation of your brand that offers meaningful and valuable engagement with your customer base? You should. As president of a healthcare marketing firm, clients often ask me if consumers value promotional items. The data suggest branded merchandise aids in overall brand affinity. When integrated into

Which Audiology Marketing Lies Can Kill Your Practice

OK, I confess, I used to tell myself little lies too. I’d think I was reformed, and then I’d catch myself again. I’d tell myself things like: “It’s non-fat, so it’s OK.” “This time I’m totally committed to keeping my New Year’s Resolutions.” “People aren’t buying because the economy is bad.” “French fries count as vegetables.” These tiny lies slip by in part because they

Website under construction

When Should You Replace Your Website?

Ever own a car that is older than most middle school children? One that has you visiting your mechanic more often than most of your friends? One where the repairs are costing you the price of a new car? In the case of an old car, it’s clear when it’s time to replace it though many of us hang on too long and spend too

Image of a woman with a map, illustrating the quest for improved decision-making.

Opportunity Ahead: Re-Imagining Your Health System’s Approach to Patient Navigation

Years ago, I read a parable about how to make a better decision written by Spencer Johnson, MD. It was about a business leader and his quest for improved decision-making skills as he trekked along a mountain trail. I loved the common-sense approach, and I have long carried in my wallet the book’s accompanying card outlining “The Map” to a better decision. The Map suggests

Man with hand on his head because his medical PPC Advertising didn't work

The One PPC Advertising Mistake to Avoid at All Costs

Maria called me from Florida to ask what went wrong with her medical PPC ads. She and her husband had recently advertised to 15,000 potential patients and had gotten just two inquiries. She’d just spent the bulk of their marketing budget on an ad that only generated a lead or two and cost far more than it produced in revenue. I’m sure you’ve seen similar

Image of a red chess piece in a crowd of white pieces, symbolizing brand differentiation.

Differentiate or Die – Yes, Healthcare Leaders, It’s Still True

In marketing, the key to success is a unique point of differentiation conveyed as a clear, consistent, sticky brand message. Any brand that can become synonymous with its unique market position has real potential to become the brand leader, forcing all other brands in the same space to find other ways to differentiate themselves. Brands that cannot communicate a unique value proposition risk languishing in

Green checkmarks for websites that work

Why Some Websites Work and Others Fail…

Are you frustrated, or just plain fed up with your website and online marketing? If so, you’re not alone. Most websites are built with the best intentions but when it comes to getting your phone to ring with patients ready to buy, well they don’t deliver. What’s the difference between a website that works to grow your practice and one that doesn’t? It’s a question

Man under the hood working on a car.

Your Website’s All Wrong – And You Have the Data to Prove It

I like fantasies as much as the next person, but when I walk into a house I think it should be real. You know, it should actually have walls and such. That’s not what I found when I arrived at a recently renovated AirBnB bungalow. I had spent hours looking through listings to find the perfect place. The lodging looked quaint, and it even had

character with long nose

The 4 Lies About the Value of Your Practice…

I’ll admit it, I’ve lied to myself in the past too. It’s a habit I’d like to think I’ve kicked out the door once and for all. I used to tell myself lies like: “I’m not overweight, just big boned.” “I’ll start my diet tomorrow.” “If I file everything, I won’t be able to find it.” “Multitasking is a good idea.” “Ketchup is a vegetable.” Which