Marketing & Public Relations Firm - Verasoni Worldwide

All posts tagged bariatric marketing

The article below was featured in The River View Observer on September 10, 2009. You can view it by clicking here or reading it below.

New Jersey Company Doing Their Part to Help Bring  Down Health Care Costs…


New Plan by Cambridge MedCom Will Save Marketing Costs and Create Effective Strategies for Medical, Dental Practices, Hospitals

Healthcare Marketing Communications firm Cambridge MedCom has the prescription for healthcare providers looking to cut marketing costs and improve the bottom line.  According to Cambridge MedCom, using truly effective marketing tools can increase profits, cut costs, and allow healthcare providers to improve the quality of their services by reinvested otherwise wasted dollars into patient care.

Abe Kasbo, CEO of Verasoni Worldwide, the parent company of Cambridge MedCom estimates that the average medical or dental practice spends approximately $50,000  per year in marketing costs, and hospital marketing budgets can range from $500,000 to several million. “We’re in new world of engagement, not advertising.  Our clients know that they are no longer in control of their brand; their patients are now in control.

So how do you engage these folks?” Physicians, and dentists hire highly specialized marketing like designers for brochures or programmers for the web, who are good at what they do, but do not necessarily understand how to attract new patients,” says Kasbo. “In addition, we find medical, dental and hospital professionals usually expend their budget on tactics, rather than campaigns that are directly to business plan, leaving them with little to no return on investment. Cambridge MedCom helps healthcare professionals increase their business footprint, and save precious dollars by developing and executing integrated marketing plans, utilizing the internet as the center of their clients’ business universe.”

Physicians, dentists, and hospitals as well as other healthcare professionals continue to rely heavily on advertising, and are slow to adapt to the rapidly changing new media realities that can be leveraged to attract new patients, keep patient engaged with their brand. The Internet has changed the economics of healthcare marketing and radically impacted pricing on media buys, the ways people shop for healthcare services, and the way they interact with a healthcare brand.

Unfortunately too many medical providers are unaware of how this affects their bottom line, or they may not understand how to take advantage of the new opportunities. “All too often healthcare providers market without strategic plan, physicians and dentists are busy doing what they do best, which is providing patient care. They often “drop marketing bombs” by using singular tactics, which are very difficult to measure, and imprudent because you only have one data point to work with. For example you can’t just jump on Facebook and expect it to be effective by itself, because it’s about developing and sustaining a relevant network on Facebook.  In addition, Patient behavior tells us that people will join relevant social networks, but will go to the group’s main website, and if that’s not up to par with their expectation, then they will do two things, leave your group, and not do business with you because of your website. So because your website does not speak appropriately to your market, you’ve rendered your social networking efforts useless,” Kasbo states. Kasbo maintains that although online communications are now making a greater impact, the right media mix also encompasses vital offline communications and strategies, including a move towards patient engagement, and away from stale advertising techniques.

“The benefits of engagement are two-fold,” says Kasbo. “While clients save money by spending it more wisely on business-driven, effective campaigns which allows healthcare providers to invest the savings towards patient care. This way you not only save the healthcare provider money, but perhaps improve the quality of healthcare for their patients as well.”

Cambridge MedCom develops personalized plans for each practice that integrate all aspects of online and offline communications. The vital media mix will lead towards strong, strategic campaigns in which each marketing tactic complements works within an integrated plan.

The company believes that their plans will help redirect the future of healthcare marketing to be more beneficial for the patient, and not just the business. Cambridge MedCom’s practice has proven effective in the case of a plastic surgeon that previously overspent on advertising. Using Cambridge MedCom’s plan, the company was able to cut costs by about 25%, increase his exposure through a tailored integrated plan of Web, social media, advertising, public relations and events. Cambridge MedCom was able to increase the doctor’s business by 12% while saving him approximately 25%.

Another individually tailored case involved a pain management practice whose campaign costs were cut by 1/3 and incorporated physician networking events to meet referring physicians. Kasbo points out that while the events required more effort than simply advertising, the return on investment was greater, thus driving the cost per effective impression down, and the return on investment up.

Plans developed by Cambridge MedCom begin with strategy as a foundation, and are supported by strong tactics. Cambridge MedCom firmly believes in this strategy-based model due to the truth that tactics are dispensable, while strategy is not.

NJBiz, a leading business publication serving New Jersey featured Verasoni’s Cambridge MedCom in an article Tited “Marketing Exec: Health care industry must get social to save money.

At a recent fund raising event, I stood in a circle talking with a bunch of people, when I overheard a tired question to a member of our group to whom I was not yet introduced. “So What do you do?” went the question. “I’m in advertising, I build brands,” he replied with a smug confidence.  So I took that as my cue to ask a follow-up question, “What does that mean, you build brands?”  The gentleman went on to describe “branding programs” that his very successful 25 year old firm produces for clients. “We’re image builders,” he continued.  So I went on to ask him what the average length of client engagement happened to be, “oh, about 3 years,” he said.

More Wine…

Yeah, more wine was just what I needed, so I pondered “Mr. Branding” on my way to get a Cabernet.  While brands are important, I’m thinking that this guy’s advertising firm is with a client for about 3 years and he’s telling me he’s builds brands?  Think about the venerable brands like Coke, Intel, Sony, Dunkin’ Donuts. How long did it take to build their brands?  But, I guess this is the trouble with branding. As I’ve said before, branding has become a  package to be sold, partly because it’s easier to sell to the client, it’s sexy, and partly because the client is looking for a quick and easy hit to sell the boss, the board, etc…and who’s to blame them? The most recent studies showed that the average CMO is around for under 24 months in their position…And what can you accomplish in that period of time?

Even More Whine…

I got my wine and went back for more questions. I wanted to learn about how he builds brands.


“What else?”

“That’s it”

“That’s it?”


“What about integrating your advertising with the web?”

“Well, that’s up to the client, we’re in advertising.”

“What happened to your brand building?”

“Yeah, we do that through advertising.”

“Oh…I think I get a Merlot this time…If you’ll excuse me”

And that’s the problem!  We’ve got advertising guys or creative guys calling themselves brand builders. While that is in-part true, it is only part of a larger picture.  This is like the company who supplies the plane makers with seats for its planes calling itself an airline…But I digress.  As if I have to state the obvious, advertising is only one component of branding, it’s a cog in the wheel?  So why do advertisers and graphics people call themselves brand builders?  You have a great logo, now what?  You’re on the radio? Now what?  GEICO‘s advertising is impressive, engaging and now interwoven in our culture, still that is only part of the GEICO brand experience.  Call GEICO, speak to them, get their insurance, file a claim, interact with their people. That is their brand. I would consider their advertising, at this point, to be for brand awareness, which is part of their brand distribution strategy.

Why does this happen? Why do people continue to sell branding as a product? Because it’s appealing to talk “brand building” rather than advertising, it’s appealing to hear about how “your brand” can propel your business.  So if branding is a result of a bunch of market driven communications, interaction with the customer, connecting with the customer, and developing an emotional attachment to the customer, why do I continuously hear people present it in a simplistic manner, as a singular activity that happens over brief periods of time?

This is what I am now branding the selling of branding, as I define it here, as the “Madoffing of Branding.”  The Madoffing of branding is all about getting the account and selling your stuff. The times of managing quarter to quarter are over, they should have never started. And marketers need to become smarter about how they invest their resources. Suppliers of marketing services ought to partner with clients, as many industry on both the buyside and vendor side have been calling for years now. And when we partner with clients, their business becomes our business – yeah, that’s a bit scary and perhaps risky, but it is crucial for marketers, in this or any other enviornment, in order to stay relevant and deliver real value… It’s time for businesses to understand that while they are marketing for both today and the long term health of their business.  In addition, the buyers of marketing services ought to bear some responsibility by making sure that marketing programs they are purchasing are relevant to their business plan and more importantly, their customers..more to come.

Fairfield, New Jersey.  March 10, 2009.  The Dental Studies Institute, a leading provider of continuing dental education, announced today the selection of Cambridge MedCom, Verasoni Worldwide’s Healthcare Division, as agency of record. Cambridge MedCom will be responsible for developing comprehensive marketing strategies, including the Institute’s online brand launch.  “We’re excited to be working with the people at Cambridge MedCom. It’s their depth of understanding and experience in both healthcare and the marketing worlds that made them an ideal marketing partner for us,” said Lois D’Apuzzo, Director of the Dental Studies Institute.

“The Dental Studies Institute has helped thousands of dental professionals over the years, and we’re excited about the opportunity to help build their brand on and off line.” said Abe Kasbo, CEO of Verasoni Worldwide.

The mission of Dental Studies Institute is to provide high quality continuing education programs using the highest educational standards. The educational activities are designed to review existing concepts and techniques, to convey information beyond the basic education and to update knowledge on advances in the chosen profession. The objective is to improve the practitioner’s knowledge, skills and ability to serve the public.

Verasoni Worldwide is a fiercely independent, diversified strategic marketing and public relations firm with clients in healthcare, financial services, media, hospitality, and government services. Verasoni delivers innovative, integrated marketing and public relations strategies across traditional and new media platforms.

Cambridge MedCom’s web portal will launch at the end of March 2009.