Comments for LegatoBlog

Comment on Why Lawyers Should Stay Away From PR – Lessons learned from the Spirit Airlines failure by Tracey MacGregor

Tracey MacGregor — Mon, 07 May 2012 13:00:30 +0000

Well said, Mike! Another entire blog could be posted about how lawyers need better PR! I would warn fellow marketers to also beware their accountants and understand organizational billing practices and collection tactics. Yes we need to be paid but there, also, may lie a PR crisis waiting to happen.

Comment on The Written Patient Testimonial: taking it from skim-worthy to a MUST READ by golegato

golegato — Thu, 03 May 2012 14:53:56 +0000

Cindy, I’m glad you found them helpful!

Comment on The Written Patient Testimonial: taking it from skim-worthy to a MUST READ by Cindy V.

Cindy V. — Thu, 03 May 2012 14:41:33 +0000

Excellent points and tips! Thanks, Nicole!

Comment on Marketing and Healthcare Reform: Proactive Beats Reactive Every Time by golegato

golegato — Thu, 01 Mar 2012 17:30:51 +0000

Well said Les. Generally I agree with you; the only variation I’d add is that although reform will happen in some ways automatically, legislation encourages us to prepare accordingly and to think proactively. Thanks for your comments and for visiting. I enjoy your insights and posts that I’ve read throughout various healthcare and social media channels. Mike

Comment on Marketing and Healthcare Reform: Proactive Beats Reactive Every Time by Les Stern

Les Stern — Thu, 01 Mar 2012 16:15:21 +0000

Mike – what people fail to understand is “healthcare reform” is a legal phrase for enacting things that are going to have to happen anyway, given the economics of healthcare. There will be more consolidation; there will be more of an emphasis on quality; technology will continue to play an important role; the role of the payor will continue to evolve. That is true no matter what Congress does, or what the Supreme Court does. Marketers need to look at the fundamental changes that the market will dictate, and take action based on that.

Comment on Are Your Employees on the Brandwagon? by golegato

golegato — Fri, 03 Feb 2012 17:35:04 +0000

Thanks Dan. You are right on with your assessment. In fact, if c-level administrators are not involved, building a brand will fail, because as you know, a brand (unlike what some may believe) represents the overall experience and perception people have of your organization. To answer your question, I do see this early-on collaboration, but it really needs to be part of an organization’s strategic plan and marketing plan — and not just perceived as an afterthought or marketing “flavor of the month.” That’s why we also advocate that c-suite members of our client companies also “own” the marketing plan overall, and that they help us shape overall objectives and criteria for determining marketing priorities.

Comment on Are Your Employees on the Brandwagon? by golegato

golegato — Fri, 03 Feb 2012 17:11:13 +0000

Absolutely fantastic insights. I’d add that we’ve found our clients the key to internal buy-in is developing a brand champion group. These pre-selected individuals then represent all employees in the process. These brand champions should come from a variety of departments and titles. In addition, these brand champions need to actually implement change in the organization that often has nothing to do with advertising, but ultimately affects the brand of the organization.

Comment on Are Your Employees on the Brandwagon? by Anonymous

Anonymous — Fri, 03 Feb 2012 16:52:20 +0000

Our company has been working on our brand identity this past year and starting to share the ideas with employees. Responses have been both supportive and skeptical. I’m on the team to help implement the guidelines and your comment on long-term advocacy from the top down is especially pertinent–especially when it comes to physician partners/admin. leading by example.

Comment on Are Your Employees on the Brandwagon? by Dan Greenberger

Dan Greenberger — Fri, 03 Feb 2012 16:22:12 +0000

Great post, Mike. I completely agree.

Building a brand is not the sole domain of the marketing department. For a brand to be of value, everyone in the organization has to live and breathe its mission and values. That’s why I think that the C-level administrators and HR are every bit the brand drivers that marketing is. Do you often see this kind of early-on collaboration in the development and launch of a branding campaign?

Comment on Are Your Employees on the Brandwagon? by golegato

golegato — Fri, 03 Feb 2012 14:40:40 +0000

Thank you so much for your kind words. If you have experiences you’d like to share with other subscribers on this or other healthcare communication topics, we’d love to hear from you.