Patients choose an experience, not a building

Posted on March 5, 2011

All too often I see health care television commercials that show the high-tech equipment and exam rooms.  But they fail to relate to the patient in terms of the experience.

Although Black River Memorial Hospital has a beautiful facility with modern renovations throughout, its leaders recognized that although we shouldn't take quality for granted, it is assumed.

Please see the attached new television spot produced by Legato Marketing & Communications.  Although we discuss the environment, we deliberately focused on sharing the experience and never showed the actual hospital.

What do you think of this strategy?  Does it make sense in all cases?

View the commercial now.

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Are patient testimonials losing power?

Posted on March 15, 2011


Well, if done right, patent testimonials can still have impact.  Learn more on my recent post on the Wisconsin Healthcare and Public Relations and Marketing Society (WHPRMS) site:

Click here to read:

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