Is Marketing a “Dirty Word”?  Is Marketing a “Dirty Word”?
Historically, marketing has been somewhat of a dirty word to the
medical field. Traditional marketing didn’t address medicine’s
specific needs and seemed ingenuous and self-seeking.
Practitioners relied on word of mouth referrals to generate
business for themselves and eschewed advertising.  Times have
changed and today’s marketplace requires frequent and genuine
communication with patients. There is much more competition, and
it’s tough. Additionally, aesthetic services are intangible.
Patients cannot experience or sample what you have to offer
until they have already made the decision to have a procedure.
How do you determine the quality of something you cannot see,
touch or feel before you buy it? Take for instance, choosing one
airline over another. How do you know if the engines are in good
working order and well maintained? How do you know that the
pilot is trustworthy and will get you to your destination
safely?  Similar to airlines, patients