Rural Solutions from Big Name Healthcare

Many national healthcare equipment and technology companies are designing solutions geared specifically to rural healthcare.


Size Doesn't Matter

Whether it's planning, branding, PR or creative advertising development, we've done it all. See our success stories here...


Speaking Your Language

Promoting quality, reputation management and competing with big hospitals are just a few hot topics you can hear about firsthand.

In Concert with Healthcare

We have a unique 360° view of healthcare marketing because our team members have worked on both the agency and client side.

It also helps that Legato is a member of several healthcare and marketing associations, which keeps us on top of emerging trends and industry news. Our affiliations include:

affiliate-nrha.jpgaffiliate-rwhc.jpg affiliate-shsmd.jpg affiliate-whprms.jpg Seconwind.png

Many agencies market healthcare. Some even specialize in it. But few focus specifically on Rural Health, Specialty Clinics and Medical Equipment. We do.

This means no time is wasted getting to know your environment; we can get to work right away.

We also bring you the advantage of knowing what has worked for other clients in similar environments and what has not. This real-world experience helps us develop business and marketing plans that produce results. Our clients have seen significant increases in patient volumes and physician visits, record-breaking profits and greater market share.

We can do the same for you.




When you have limited marketing resources and budgets, it's more important than ever to put what you do have into the areas that will achieve the greatest results. This requires prioritization and focus. Something not so easily done when there are so many internal demands to market every capability you have.

We can help you identify where and how to optimize your marketing resources to build a competitive advantage, and ultimately, add to your bottom line.

We develop strategies that work.

We've helped:

  • A critical access hospital maintain or increase revenue for 48 straight months
  • Increase new patient volumes for a rural hospital by 15% when they expected a 10% loss due to increased competition
  • A rural hospital see an $80,000 increase in heart and vascular new patient revenue and a $1,644,000 increase in catheterization lab procedure revenue

The National Rural Health Association (NRHA) selected Legato to be its exclusive marketing partner because of our expertise and reputation for success in rural healthcare marketing.


Specialty clinics typically don't have the luxury of in-house marketing services, so your business growth relies heavily on patient and physician referrals. But who's marketing to them? If you aren't, someone else is.

We can be your marketing department.

As healthcare specialists ourselves, we know better than anyone how to market specialty healthcare. We can help:

  • Identify and implement strategies to build a distinct brand
  • Increase physician referrals
  • Create patient demand
  • Provide reputation management

Most important, we know what patients want to hear to inspire confidence in your physicians and, ultimately, your clinic.

We deliver profitable results.

  • An orthopedic clinic increased new patient visits by 23% after just 10 months of marketing campaigns.
  • When the same clinic opened a Walk-In Care, the goal was to see 5 patients a week. However, within just a couple months of a Legato marketing campaign, the Walk-In Care saw an average of 3.4 patients per day.



CEOs, physicians, specialists, diagnostic technicians, marketing directors and even patients can be influential in a healthcare organization's decision to purchase medical equipment. Your sales success will be determined by how well you understand their mindsets.

From large health networks to rural health hospitals and specialty clinics, we know who the decision makers are, how to reach them, what motivates them to buy and how to turn that motivation into action.

We can do this by:

  • Shaping messaging that resonates with healthcare audiences
  • Training marketing and sales teams how to speak the language of healthcare
  • Developing targeted sales and marketing materials
  • Building a comprehensive sales database
  • Developing pilot programs to test sales and marketing strategies
  • Providing ongoing marketing support to you and your clients

Healthcare organizations want advanced technology to be competitive, so the reason to buy is there. But, the cost of high-end medical equipment might be preventing them from doing so. Your charge is to convince them why they can't afford not to. We can help you do that, because we know what they want to hear. And it goes well beyond features and benefits of your product.




We produce many things. But what we produce best are results. See them here.

Legato strives to create charismatic brands with the knowledge that people respond emotionally to what they see and hear. Our charge is to influence this emotional repsonse through design and messaging that delivers positive experiences, encourages trust in the organization and engages consumers.

Legato is a musical term that describes the process of keeping various elements of music in harmony with one another. Legato Healthcare Marketing serves as the conductor, striking harmony among the myriad of healthcare issues, and developing results-driven, strategic marketing solutions.

Legato Healthcare Marketing is in concert with healthcare.


Because healthcare is our only focus, we are always in tune with the challenges healthcare organizations face and see opportunities others might not. So whether it's healthcare reform, physician recruitment or declining reimbursement, we have the expertise needed to develop results-driven, strategic marketing solutions to keep your organization's goals in harmony with the current healthcare landscape.


To stay current with healthcare and marketing trends, Legato takes a leadership role in many industry organizations, including:

affiliate-whprms.jpg Legato Team members are all involved with the Wisconsin Healthcare Public Relations & Marketing Society. Legato President, Mike Milligan, is a WHPRMS Fellow and currently serves as President-Elect.
affiliate-nrha.jpg Legato is the exclusive marketing partner of the National Rural Health Association.
affiliate-shsmd.jpg Legato Team members are all part of the Society for Healthcare Strategy & Market Development.

Legato is a corporate partner of the Rural Wisconsin Health Cooperative.



Meeting objectives and happy clients are what we strive for with each campaign. But it's always fun to win awards! Here are some of our recent accolades.







  • Southwest Health Center Physician Referral Direct Mail
  • 2015 - Radiology Associates of Wausau Webste Redesign







Virtual Face Time

We have an office in every city… thanks to the power of virtual face time.

Our office is equipped with audio/visual equipment so that our whole team can be "at your office" in a moment's notice through Skype or GoTo Meeting. This helps ensure that no matter how close or far away a client is, we are still able to have valuable face-to-face interactions.

And because face time is essential to the collaborative nature of our business, we provide each of our clients a webcam, if needed.





There are speakers who can address healthcare in general. But rural healthcare is not a "general" subject matter. As a rural healthcare organization, you have unique challenges and opportunities. The information we share in our presentations will equip rural hospitals and clinics to develop strategic business and marketing solutions that address the challenges you face today.

Presentation Topics

1)    Off the Charts Surgery Suite Profits.

Keep patients local to increase revenue. This is one of the main goals of rural hospitals across the country. One way to achieve this is by increasing surgical volumes. So how can marketing help? The first step is educating your community on all the surgeries your facility performs. Because too often, your audience doesn't realize they have access to high quality surgeries so close to home.

However, general awareness won't be enough to build volumes and improve profits. This presentation goes through a case study of a critical access hospital that used targeted marketing techniques and ROI tracking to increase surgical volumes, which has resulted in 50 months of revenue growth and counting.

2)    Your Brand Matters. How to Market it Successfully.

You've got a name, logo and maybe even a tagline. Your brand is set…right? Not quite. Your brand is actually much more than just the visual representation of your healthcare organization. It's also how you connect with your audiences and differentiate yourself from your competition. But branding is just one step in developing strategic and successful marketing efforts.

In this presentation, you'll get an in-depth look at the entire Legato Planning Process - a four-step process that covers brand development and marketing planning - that has given our rural healthcare clients successful competitive advantages over larger competitors. And it has helped them increase patient volumes, market share and revenue.

3)    "What's in it for me?" Giving Quality Meaning.

Healthcare reform has all healthcare facilities trying to define, defend and promote "quality," as they work to improve patient outcomes and reduce costs. At the same time, small hospitals are facing the pressure of competing with perceived higher quality from larger healthcare facilities. The fact is, rural hospitals have a strong story to tell about their role in improving healthcare quality.

In this presentation, we'll share a case study that shows how one community hospital was able to make "quality" meaningful to patients, employers and the overall community, and how this led to improved patient volumes and increased service line revenue.

4)    The Bridge to Community Engagement: Why a Strong Community Connection is Key.

Just because your rural hospital or clinic is the closest place for your community's residents to receive care, it doesn't mean they will automatically choose you. The relationship your facility has with the community can significantly influence this decision. The stronger, more positive connection you have with the community, the more trust, confidence and loyalty residents will feel toward you. This leads to community members who are more likely to use your services, become employees, attend hospital events and refer you to friends and family.

In this presentation, you'll discover the three key audiences you need to reach - and the strategies and tactics to do so - to ensure your organization has a strong, positive and beneficial connection with your community.

5)    Building Your Healthcare Organization in a Digital World.

"Our patients aren't online." This is a common roadblock rural healthcare marketers face when trying to expand digital marketing efforts. However, according to a Pew Research Center Internet Project, 87 percent of U.S. adults use the Internet on a regular basis, including 83 percent of people in rural communities.

So rural healthcare marketing efforts should be focusing on websites, search engine marketing, search engine optimization and social media. After the presentation, you'll have a solid foundation-and the support you need-for taking your healthcare marketing online.

6)    Reputation Management: If You Don't Do It, Someone Else Will.

Healthgrades. Facebook. Angie's List. Twitter. These are only a handful of online sites where prospective patients can learn about your healthcare organization and current patients can share their experiences. The power these sites have on consumer decisions can be intimidating. Because even if your facility isn't active online, other people may be talking about you - and you may not like what they are saying. While you can't always control the conversation, joining in on it can be incredibly beneficial.

In this presentation, we will spell out what online reputation management means, how to do it effectively to protect your brand and what you can do to leverage marketing initiatives to support your efforts.

What do you want to know?

The topics listed here have been the most requested for presentation. However, if there are others you'd like us to address, please let us know. We're happy to tailor a presentation that's most relevant to your organization.

To discuss how your group can benefit from one of our presentations, or for more information, please call or e-mail Mike Milligan at:

Cell: 920.265.7488
Work: 920.544.8102




Upcoming Speaking Engagements:

Off the Charts Results: Building Your Primary Care Volumes
National Rural Health Association Webinar
September 17, Noon (CDT)
Click here to register

Off the Charts Surgery Suite Profits
Featuring: Amy Yaeger, Black River Memorial Hospital
National Rural Health Association Critical Access Hospital Conference in Kansas City, Missouri
October 1, 1 p.m. | Chicago Room

Close the Communication Gap Between Marketing and the C-Suite
Featuring: Mary Maurer, Holy Family Memorial
Strategic Health Care Marketing Webinar
October 8, 1 p.m. (CDT)
Click here to register





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Phone: 920.544.8102

Email: mikem@golegato.com

Address: 2200 - 4 Dickinson Road, Suite C,
De Pere, WI 54115