By: Jeff Cowart, MAH Marketing leaders today need to hone their own skills in ways to creatively connect with real people. Most seasoned hospital and healthcare marketers today were bred in a world where product marketing was the gold standard, and metrics were based...
By: Jeff Cowart, MAH Reading recently in the New York Times I was intrigued by the headline, “Rise of the Toothbrush Test.” The story spotlighted Larry Page, chief executive of Google, on how he evaluates multimillion dollar acquisitions: Page said his primary...
By: Jeff Cowart, MAH The opportunity to really connect with physicians is ever-present. For the past 15 years I’ve spent much of my career working directly with physicians on a wide range of strategies related to building the practice, hospital-physician relations,...
By: Jeff Cowart, MAH Uncertainty reigns for both patients and physicians in the current healthcare environment. For patients, uncertainty arrives by virtue of just becoming a patient – which suggests we’ve got medical concerns that need resolution. But, today’s...
By: Jeff Cowart, MAH Market positioning and shaping audience perceptions is a critical driver of growth. The dawn of a new year is always refreshing and daunting. On one hand, we have an opportunity to perceptually close the door on challenges of the year gone by. On...
By: Jeff Cowart, MAH At a recent conference I attended two speakers proposed that the results of a survey they conducted represented “best practices” from the work of physician liaisons. In fact, it was just a survey – albeit interesting – of what this particular set...
