Georgia Urology, the largest urology practice in Atlanta and the Southeast, recently asked Lenz to help produce a new television ad for their campaign on WSB-TV. Lenz was proud to work alongside video production partner CFF Media to bring the concept to life.

The branding ad is part of a multi-month TV campaign that will feature three ads that, together, help explain Georgia Urology’s value to its patients. The first ad, featuring the practice’s kidney stones services, runs during the hot summer months when kidney stone diagnosis and treatment typically spikes. You can watch the 30-second version below:

The second ad is for prostate cancer and runs during September, which is also Prostate Cancer Awareness Month. It promotes the importance of getting your PSA levels checked. You can watch the 30-second version below:

The third ad highlights the personality of Georgia Urology’s staff and offices. Featured in the video are Drs. Anglade, Blum, Capelouto, Carmen, Goldstone, Hebert, Kaplan, Taghechian, and Zisholtz.

Watch the updated video here:

If you would like Lenz’s assistance crafting a TV campaign for your medical practice, click here to contact us today.

Lenz recently had the honor of partnering with Preferred Podiatry Group (PPG) to organize their 2019 PPG Healthcare Summit, assisting the practice with event planning, communications, and execution. The 2019 Summit took place June 21-22, 2019 in Chicago, Illinois and hosted more than 100 affiliated physicians and industry leaders from across the country.

Preferred Podiatry Group is the leading provider of on-site podiatry services. Their expertly trained physicians’ attention to quality and compliance, along with the company’s dedication to excellence and unique centralized support team, enables PPG to be readily available for patients. Their PPG Healthcare Summit seeks to bring together the affiliated physicians in the practice for continued learning and entertainment.

The Summit included exciting Chicago-exclusive activities, such as an architecture boat cruise down the Chicago River, in addition to educational lectures and panels given by PPG leaders and affiliated physicians. Outstanding members of PPG were also honored throughout the Summit weekend. Finally, to close out the successful and fun-filled event, the group enjoyed a baseball game at Wrigley Field.

See below for some of the PPG collateral Lenz designed along with images of the Summit weekend! If you need assistance in branding or event planning for your healthcare group, reach out to Lenz to learn about how we can best help you.

Lenz designed award

Lenz designed hat

Lenz planned event

Lenz planned dinner

Lenz planned game

Several members of Team Lenz were invited to speak to a group of Kaiser Permanente brokers during a council meeting for the company. Accounts and Operations Director Christine Mahin spoke about website design and management, Media Coordinator Carey Blankenship discussed SEO best practices, and Media Coordinator Anna Laura McGranahan talked about branding via social media platforms.

Check out the photos from the event below. If you’re interested in learning more about how website management, SEO, and social media can help your business reach its goals, contact Lenz Marketing today for more information.

Lenz loves being able to work with industry-leading, well-respected clients across a variety of fields. See below for some awards and accolades achieved by some clients of ours. Congratulations to all of these groups!

Georgia College & State University’s Online MBA ranked nationally

The Online MBA Report ranked Georgia College & State University’s online MBA program as the #1 online MBA program in Georgia, 9th in the South, 22nd of public schools, and 27th in the nation! Lenz has enjoyed building campaigns promoting Georgia College’s online graduate business programs, and are excited to see the programs being recognized.

Georgia Urology Named Best Urology Blogger

Georgia Urology was ranked #9 as one of the internet’s Best Urology bloggers. They were recognized in a comprehensive list of best urology internet content that is ranked on criteria such as Google reputation and search ranking, social media influence, and quality and consistency of the postings. To learn more about Georgia Urology’s recognition, click here. Visit this page to check out the blogs that helped them earn this title.

Marietta Plastic Surgery wins “Best of Cobb” award from Cobb Life Magazine

This “Best of Cobb” competition is nomination-based and is run annually by Cobb Life Magazine, including a wide variety of categories, such as food, drink, events, etc. Marietta Plastic Surgery received the most nominations for the “Health, Beauty, & Wellness” category for Cobb’s best Cosmetic or Plastic Surgeon!

Interested in partnering with Lenz Marketing? Contact us today for more information on how we can elevate your brand.

Lenz recently helped Science ATL bring its Race Through Space 5k to life, through the development of visual brand for the event, which was held May 4 at Piedmont Park. Science ATL brings people together through the wonder of science; its flagship event is the Atlanta Science Festival.

Lenz ScienceATL 5k

Interested in learning more about how Lenz can bring your vision to life? Contact us today to learn more about our integrated marketing services.

Christine Mahin (Accounts & Operations Director) and Rachel Cushing (Media Director) were guest lecturers for a graduate level healthcare marketing course at Emory’s Rollins School of Public Health. Both led a discussion on digital marketing and how it pertains to healthcare marketing.

Topics they touched upon included: Google Ads, email marketing, social media marketing, marketing ethics, staying HIPAA compliant, and more.

Interested in learning more about how digital marketing can help your business reach its goals? Contact Lenz Marketing today for more information.

2018 was a fantastic year for Lenz, filled with many wonderful projects and new challenges. Check out the summary of this past year for #TeamLenz.

Lenz welcomes new partnerships

2018 saw the start of many wonderful relationships with incredible clients. Here are some of the newest clients Lenz partnered up with to create outstanding marketing content for:

    1. EyeSouth Partners: EyeSouth Partners is a premier network of integrated eye care practices located throughout the Southeast. 2018 marks the first year of the partnership between EyeSouth and Lenz, with Lenz providing its marketing and consulting services to the group and its affiliated practices, which include Georgia Eye Partners, Georgia Retina, and OPAL Aesthetics.
    2. Coolray, Mr. Plumber, and BriteBox: For over 50 years, Coolray has been trusted by Atlanta homeowners as the leader in HVAC, plumbing, and electrical services thanks to their highly skilled technicians and great value. We were ecstatic to bring on Coolray and their affiliated companies, Mr. Plumber and BriteBox, to the Lenz Family in 2018. In addition to creating advertisements, we’ve been managing social, SEO projects, and more for this three client addition.
    3. Brookhaven Cherry Blossom Festival: This March 30th through 31st, The Brookhaven Cherry Blossom Festival will usher in the spring season with a celebration of music, art, dogs, and food in the Brookhaven area. Team Lenz is proud to handle media buying, social media, and digital design to ensure they have a successful festival this year.
    4. Avant Gynecology: Formerly McDaniel & Durrett, P.C, Lenz had a blast rebranding the practice as Avant Gynecology, Atlanta’s GYN and Surgical Specialists.
    5. Upson Regional Medical Center: In 2018, Lenz was brought on by Upson Regional for a consultation project. Our team studied the effectiveness of the group’s existing marketing communications, held interviews in the field, and helped strengthen the brand and reach new patient groups after assessing the results.

Georgia Urology’s WSB-TV campaign

In 2018, Lenz developed and managed a robust TV ad campaign for Georgia Urology on WSB-TV. Three spots were created that focused on two of the practice’s important service lines—kidney stones and prostate cancer—and one spot was devoted to awareness building for the practice’s brand. The spots aired throughout the summer and fall of 2018 to great reception!

Prostate Cancer ad: 

Kidney Stone ad: 

General Branding ad:

Tall Timbers environmental project

The Economic Impact of the Red Hills Region’s Quail Hunting Lands of North Florida and Southwest Georgia is a publication put out by the Tall Timbers organization that is based on research they do to track the conservation efforts they support. It is used to show the community and other interested parties how important the region’s environmental conservation efforts are to the local economy in very real terms. Lenz’s Creative Director Ben Barnes loves producing incredible design work for this project every three years because it’s an opportunity to be creative and support a good cause.

Check out 2018’s design here:

Lenz designed Tall Timbers

2018 Atlanta Science Festival

During the 2018 Atlanta Science Festival, Lenz had the pleasure of tackling exciting new projects in addition to improving the same initiatives from years prior. One of the top moments from 2018 was bringing ALEX (Atlanta’s Lead Explorer) to life. Not only did we create a physical costume that ASF could use during events of the conference, we also designed a mini version for some incredible social engagement. ALEX had much time in the spotlight, but here are some of our favorite photos:

Lenz also built a beautiful new website to help promote this incredible festival and its efforts to connect Atlanta’s science community. Check out this before and after:

BEFORE

AFTER

Our 2018 efforts really made a difference in the overall attendance, enjoyment, and quality of the festival. For example, last year 53,000 people attended, there were 120 events over 70 venues, and the festival gathered over 122 media hits that reached more than 37 million views.

Finally, our team managed to secure many exciting PR hits for this client. Just a few examples are coverage of the festival through Atlanta’s major network affiliates such as WSB-TV, 11 Alive, CBS 46, and Fox 5; a feature story from the Atlanta Journal-Constitution; radio highlights on channels such as WABE’s “City Lights”, Kiss 104.1 FM’s “Business in the Black”, 92.9 the Game, and more; digital hits on several websites such as Atlanta Business Chronicle, Patch, AccessAtlanta, GPB, and more.

Rebranding Avant Gynecology, FKA McDaniel & Durrett, P.C.

Avant Gynecology, formerly known as McDaniel & Durrett, P.C, is a long-established practice that has been serving generations of women for more than 40 years. From creating the name to establishing the new brand’s aesthetic and identity, Lenz provided its services to ensure the practice’s rebranding captured its top-notch quality and professional reputation.

Check out the new website and collateral below!

Avant Gynecology logo

Lenz designed Avant website

Lenz Avant GYN review card

Emory Law’s JM Campaign

2018 saw the continuation of a successful integrated marketing campaign for Emory Law’s Juris Master degree. The campaign (now beginning its third year) leverages traditional media (radio, print, PR), targeted digital messaging, creative, and strategies across more than ten cities in the southeast including Charlotte, Nashville, Jacksonville, and Atlanta using tools such as geo-fencing, Google Ads, pre-roll, and remarketing. During the fall of 2018, we captured new video featuring student testimonials and created a suite of accompanying digital assets to harmonize with the new videos.

Here’s one example:

Lenz Helps Amplify Decatur Raise $40,000 to Fight Poverty

Lenz presented the 2018 Amplify Decatur Concert Series, helping raise $40,000 for its beneficiary Decatur Cooperative Ministry (DCM), a Decatur-based, nonprofit organization that works to prevent and alleviate poverty and homelessness in Decatur and DeKalb County. This $40,000 gift equals the most an Amplify Concert Series has generated to date; Amplify Decatur has raised and donated more than $190,000 to DCM since 2011.

On April 14, thousands gathered on the Downtown Decatur Square for the Amplify Decatur Music Festival, the centerpiece of the concert series. The festival featured performances by an all-star Americana line-up, including The Lone Bellow, The Jayhawks, Amanda Shires, and Parker Millsap. Atlanta-based folk duo Dwayne Shivers also performed.

Lenz’s own Accounts and Operations Director, Christine Mahin, served as festival director for the second consecutive year. Lenz is extremely proud to have worked alongside the Amplify My Community team to make this event as successful as it was.

Keep on scrolling to view some photos and branding of the event!

Lenz branded 2018 Amplify Decatur Music Festival

SouthCoast Health’s Urgent Care

With more than 120 healthcare professionals encompassing more than 20 specialties and services, we were excited to help SouthCoast Health promote its latest addition to its extensive line of services: Urgent Care. Lenz branded the service and crafted several social media assets, such as Facebook campaigns, boosted ads, and weekly social posts, to promote the line.

We were particularly proud of a gif that both the social media department and the creative team crafted together:

Lenz SouthCoast Health GIF

Collaboration between local bloggers and Marietta Plastic Surgery

In today’s age of online “influencers” and brands, plastic surgery groups have seen great success in collaborating with micro-influencers. Micro-influencers are local social media accounts with large followings and audiences that trust their opinion.

That’s why Lenz was proud to connect Marietta Plastic Surgery with Peaches in a Pod, a best-friend micro-influencers duo based in Marietta, Georgia. See some of the social posts and blogs we helped Peaches in a Pod create to promote the incredible services Marietta Plastic Surgery provides.

  1. Botox and Dermal Filler Experience blog
  2. PRP Facial Treatment blog
  3. Recap blog on Marietta Plastic Surgery

Peaches in a Pod Lenz MPS social post

Lenz MPS Peaches in a Pod post

Inspired by what you see above? Contact Lenz today for any of your brand strategy, advertising, digital marketing, and public relations needs.

Woman doctor speaking with patient success story.

One of #TeamLenz’s favorite things to do for our clients is to write patient success stories. We love showcasing the ability, empathy, and hard work of the excellent clinicians we get to call clients.

Check out a few of recent examples below!

If you would like Lenz to help tell your patients’ success stories, contact us here today or give us a ring at 404-373-2021.

Don’t Fall for Miracle Marketing Cures for Your Physician Practice

By Mike Killeen

Healthcare Marketing

We live in the era of the quick fix. The miracle cure. The hack.

Obsessed with our health — or at least with looking healthy — we try to transform our lives with fad diets, elaborate exercise contraptions, and exotic performance supplements. Infomercials, algorithmic ads, and YouTube stars all offer us health, happiness, and well-toned beauty in a colorful box for just three easy payments.

However, good doctors know that enduring health is not something you order online or complete in 30 days. And it’s not something for which you need an entrepreneurial inventor.

The same is true of marketing healthcare businesses. There are plenty of digital agencies and cloud-based disruptors who promise exponential business growth using nothing but the Silicon Valley solution that just happens to be their specialty or proprietary platform.

But enduring business growth, like health, is not something you achieve with a single, shiny, sexy solution.

—–

Good health is simple: eat well, exercise regularly, and get enough sleep. Don’t drink too much alcohol and don’t smoke.

Practice these good lifestyle choices over a lifetime, and better health will follow. Indeed, multiple studies have found that lifestyle choices account for more than half of our health and middle age morbidity.

Beyond the basics, modern medicine and advanced interventions can cure what a balanced diet cannot. But heal a patient who continues their poor lifestyle habits, and you can be sure they’ll be back soon with something else wrong.

Good marketing of your practice is simple, too. While digital gurus and self-appointed paradigm shifters can give you a quick hit of attention, those benefits won’t last unless they’re backed up by the basics.

If you want a healthier business with growth that endures, here are the simple but effective marketing habits you need to practice consistently over time.

1. Set clear marketing goals.

Should you advertise your practice on Facebook? Rent a billboard? Send postcards? Start a blog? Sponsor a community event? Redo your website? What about that online reputation management firm that sent you an email ad? Are they worth it?

The answer to each is another question: what’s the goal?

Always begin your marketing plan with a clear articulation of your goals. Make sure your goals are specific and measurable.

Do you want to grow your new patient referrals by 10 percent? Launch your new practice area? Bring in enough business over the first three years to cover the cost of the new imaging equipment you purchased? Merge with another practice and both come out ahead?

Once you know your goals, develop an overall strategy for achieving them. Finally, choose the most effective tactics to implement your strategy.

Follow this process, and it will become clear whether radio ads, pay-per-click banners, a video, sponsored social media, print advertising, email marketing, or all of the above will serve you best. Your strategies will tell you which tactics to choose. Your goals will determine your strategies.

Goals, strategy, tactics, execution: in that order, every time.

2. Know your audience.

Here’s the thing about marketing your practice: most of the people don’t matter, and you shouldn’t waste your time and money on marketing as though they do. Who are your potential patients or clients? These are the only people who matter, and you need to know them well.

With some interesting exceptions, most medicine remains a locally practiced profession, which means you only need to reach people within a reasonable radius of your practice. What is that radius? It probably depends on the nature of your practice. Will people drive 50 miles to get to you? 15 miles? Will they board a plane and fly to you? Or are you providing lab and analysis services that aren’t constrained by geography?

What is the age range of your potential patients? If you specialize in hip replacements, you probably don’t need to market to Millennials yet. If you’re a pediatrician, your primary audience is parents with children. Sports medicine? Your audience’s age range is broad, but you need to target people with active lifestyles. Or are your clients other doctors, and how old are they?

What else can you know about your potential patients or clients? What are their income and education levels? Their preferred means of seeking information and advice? Do they even use social media, and if so, which platforms? What are they looking for from their healthcare providers? What does a good life look like to them?

Ask yourself these questions and many more. Learn all you can about your audience. Write up a persona that describes them with as much detail as possible. Revise it regularly as you learn more, or as demographics change. (Many Millennials are now parents raising children. Generation Xers may start needing hip replacements in a decade or so).

Knowing your audience well brings a laser focus to your marketing decisions. It keeps you from getting distracted trying to reach all those people who don’t benefit from your services. Develop your strategy and choose your tactics based on what will reach your unique audience. If the rest of the world doesn’t care, doesn’t like it, or doesn’t notice… well, that just doesn’t matter.

3. Build and maintain your brand and position.

Who are you, and what do you uniquely offer to your potential patients or clients? And how will people learn this about you?

Branding and positioning are fundamental to all effective marketing. They arise out of your goals: what kind of practice do you want to be? And they should speak to your audience: who are the potential patients of the kind of practice you want to be? If you want to attract those patients, you must have and follow a plan that will establish in their minds your unique identity.

In the marketing world, we have understood this for a very long time—branding creates a preference before there is a need—but many healthcare providers still don’t brand and position themselves well or consistently. Yet no marketing plan can have sustainable success without a well-developed brand and a well-articulated position.

While true in all marketing, this is especially true for healthcare. In a heartbeat, your potential patients may go from complete disinterest in doctors to making a life-altering decision. Which practice will they choose? The one that has already branded and positioned itself most effectively in that practice area… long before the patient ever thought to pay attention or care.

Consider someone who has just received their first cancer diagnosis. Where will they go for cancer treatment? They have probably not paid much attention to information about cancer treatment specialists, but suddenly this is the most important information in the world. They wonder, “Where’s the best place to get treatment for my cancer?” And they probably have an instant answer in the very moment that they learn of the need. It’s the practice that has, long before this moment, most effectively marketed its brand and position as the leader in cancer care.

Whatever your practice area, you want to be the instant favorite when a potential patient first learns they need the care you provide. You do that through marketing your brand and position consistently.

A lot goes into this. You need a quality logo and a visual identity that you use consistently across all communications and in your physical space. You need a story to tell and an articulation of your unique value. You need to tell that story to your audience and show that value regularly. You need to demonstrate why you’re different and better than your competition.

Branding doesn’t come with the same fast feedback loop you may get with a pay-per-click campaign. But over time, just like exercise, healthy diet, and good sleep, the benefits are profound and lasting.

Bonus: Don’t forget about the product.

For all that marketing can do to help you grow your practice, the single most effective way to bring in new patients or clients is word-of-mouth marketing. Good reviews from happy patients and enthusiastic referrals from other healthcare professionals do more than any email marketing campaign ever could.

So, here’s the best thing you can do to build a healthy practice: keep doing what you’ve always done. Be the good doctor you have always been. Treat your patients as well as you always have. Give them good care. Cure them when you can. Help them manage what can’t be cured. Ease their suffering. Keep learning. Try to do a little better every day. Do what you entered this field to do and have done every day of your career: help people live healthier, happier lives.

The best marketing campaigns — in healthcare or anywhere else — have this in common: a genuinely inspiring story to tell. Keep making your life’s work an inspiration, and use these simple marketing principles to share that inspiration with your audience. A healthy practice is sure to follow.

Your Marketing Questions Answered

In our conversations with current and prospective clients, certain questions about marketing come up again and again, no matter their industry, company size, or business goals.

Five of these questions are:

  • How do we measure success?
  • How much should we spend on marketing?
  • Why should we outsource our marketing, instead of staffing up?
  • Do you have specific experience marketing in my industry?
  • Should I use traditional or digital marketing?

In hopes of helping our clients, and any business leaders with marketing questions, we decided to share the answers we often give.

How do you measure success?

When our clients ask us how we measure marketing success, we understand what they’re really asking: How will I know whether the investment I made in marketing has given me a good return?

In the age of digital marketing, we can analyze abundant data to track the reach and impact of your marketing campaign. Web traffic, search rankings, social engagement, click rates and open rates, impressions, content downloads, qualified leads, conversions, and more.

We use this data where we think it’s relevant. But marketing metrics are only meaningful when they’re connected to business metrics. Marketing success must lead to business success. And ultimately it’s our job to help your business succeed.

Of course, success is something we define anew in conversations with every client.

  1. What are your business goals?
  2. What marketing strategy can support those goals?
  3. What tactics are best suited for that strategy?

In the answers to these questions, together, we discover what success will look like for you.

Your business goals might be to:

  • Increase new patient referrals by 10%.
  • Increase sales revenue through your e-commerce portal by 20%.
  • Streamline your staffing needs by shifting more customers to your website.
  • Make your new location profitable by the end of the year.

With your business goals defined, we can create a marketing strategy to support your success. Then, we select the most effective marketing tactics to deliver on that strategy, tactics whose results we can measure.

  • How many new leads did a white paper or infographic generate in your sales funnel?
  • How many people signed up for and read your newsletter?
  • How many new people registered on your website?
  • How many people left reviews of your practice on reputation sites, and what was the increase in your average rating?

Sometimes the measure of success is more qualitative than quantitative. Reporters reach out to you as an expert in your field. Patients mention how moved they were by your latest inspiring video. A community comes to embrace your organization as part of their local culture.

Whatever the relevant metrics may be, the key is to connect the marketing results to your business results, which provide the true measure of your success. We’ll work with you to analyze that connection and evaluate how well the marketing strategy served your business goals.

Many factors will contribute to the overall success of your business goals, some of them within your control, some of them within ours, and some beyond control. We’ll discuss all of these with you as we work together to plan for and measure your success.

How much should we spend on marketing?

First of all, ignore anyone who gives you a single, simple number without any specific consideration of your business or your goals. There is no one-size-fits-all answer to this question. At least no answer worthy of your ambitions—your business deserves better than that.

Some inadequate answers you might hear include:

“Set your marketing budget based on standard practice in your industry.”

This approach doesn’t consider the unique opportunities, challenges, and goals of your business.

“Spend a certain percentage of your current revenue on marketing.”

Marketing should drive revenue, not the other way around.

“Allocate to marketing whatever’s left after you’ve covered staffing, rent, and other expenses.”

This ignores marketing’s role as a key revenue-generating activity of any business.

Instead, the budget you set should be based on your goals and the unique context of your business.

  1. What are your business goals?
  2. What marketing strategy will best serve your business goals?
  3. What marketing initiatives and tactics will successfully execute that strategy?
  4. What will utilizing all those tactics cost?

When you’ve answered all four, you’ll know what your marketing budget should be.

It’s not a simple formula and it doesn’t lend itself to back-of-the-envelope calculations, but it’s the only way to really plan for success. Anything less is just throwing money at marketing and hoping for the best.

But what do you do if you work the numbers and come up with a marketing budget that you just can’t afford?

Together, we can explore how to get the most out of what you can afford. And we can also revisit your goals. Perhaps you need to take on more modest goals for now, and return to your larger ambitions when your revenue has grown enough to support them. Or perhaps you keep your goals but use a phased approach, spreading out the timeline and your costs.

While you’d always rather do everything possible to achieve your greatest ambitions, good marketing is like good business. In the long run, your business is best served by a careful analysis of costs and benefits, and by an intentional and targeted approach to your spending.

In the final analysis, your marketing budget should always be specific to your organization’s needs and ambitions. No other company’s budget really matters. All that matters is what budget will support your success.

Why should we outsource our marketing? Why not staff up?

For very large companies, staffing up may be the right choice, although even most multinational companies augment their marketing staffs with outsourced agency expertise.

But for most organizations, there can be many benefits to outsourcing to an integrated marketing firm, like LENZ. These include:

  1. Expertise. We’ve been in business more than 25 years, and we have the collected experience and wisdom that comes with a team that has taken on many marketing challenges for a wide variety of clients. We have seasoned experts in brand strategy, advertising, digital marketing, design, content, media, public relations, and more. It’s a level and breadth of expertise that most companies can’t duplicate in-house without busting their budget.
  2. Integration. Marketing works best when all your efforts are well coordinated within a clear strategy toward well-defined goals. You can staff and manage an in-house marketing department, or you can hire and coordinate six different marketing vendors in various specialties. But the best results come from working with a single, strategic partner who can integrate the full range of traditional and digital marketing tactics.
  3. Savings. When you outsource your marketing needs, you save yourself all the overhead that comes with hiring an in-house team, and you have the flexibility to draw on specific areas of our expertise when you need them most. Marketing is all we do, so we’ve found and developed many efficiencies and cost savings that we pass along to you.
  4. Stability. We’ve built our business on long-term relationships, and some of our clients have been with us for more than 20 years. We can save you the time and expense of repeatedly replacing and training new marketing staff. Our executive partners direct your marketing strategy, and our staff members tend to stay with us for a long time. We maintain a shared knowledge of your business throughout our company. For as long as you need us, we’ll be there for you.

We enjoy collaborating with in-house marketing teams when such opportunities arise. But many of our clients find they can get better results and cost savings by fully outsourcing to us instead.

Do you have specific experience in marketing my industry, type of company, etc.?

Maybe.

It’s true that every industry has some unique marketing needs and requires some specific expertise. However, the vast majority of what anyone needs from a marketing company is the same across all fields.

We have particular expertise in healthcare marketing, especially with hospitals, health networks, and large physician practices. And we help many clients who work hard for the greater good, from public health advocates and higher education to community organizations and nonprofits.

But more fundamentally, our expertise is in areas that transcend the industries and organizational structures of our clients. We are curious and capable lifelong learners who love nothing better than to learn something new. We’re experts in finding and telling the compelling stories of our clients. We’re adept at connecting companies to their customers. We’re students of business, designers and content creators, PR and media specialists, branding and advertising experts, analysts and advisors.

These skills are what we offer. They’re valuable when applied to fields we already know well, and to fields we’re getting to know better. After all, even if we have decades of experience in your industry, your organization is unique. To market it well, we’ll have to learn a lot about you, your goals, and your competition—and create a custom strategy that is unlike any other. That’s what we do best.

Should I use traditional or digital marketing?

Yes.

Or, for the unabridged, five-word answer: It depends, but probably both.

Traditional and digital marketing tactics each have their own strengths.

For an emotional appeal delivered to a mass audience, nothing can beat the reach and impact of a well-produced television or radio ad. A billboard or a local newspaper ad establishes your business as part of the neighborhood in ways that website banners rarely can. And well-designed printed flyers or direct mail can resonate for people in ways that ephemeral social media posts less often do.

Digital advertising can be more precisely targeted and measurable. Email marketing is generally less expensive than its paper-based counterpart. Compelling video and social media content can spread organically far beyond your initial reach. And sponsored content marketing can help establish you as a thought leader in your field.

Strategically combined, the strengths of traditional and digital marketing complement one another for the most effective results.

Even within the world of digital marketing, customers often arrive because of something they’ve seen on traditional media. A TV ad might prompt a Google search, and that search in turn will influence future Google Ads results. Presented with the first page of search results or an online ad, customers are more likely to click on a familiar brand, maybe the brand they’ve seen on billboards or heard on the radio.[1]

Because digital marketing is easier to track and measure than traditional marketing, it can appear that the digital spend is getting all the results. It may be tempting then to put all your money into digital. But in most cases, digital and traditional marketing are symbiotic, each helping the other succeed.

As with any other marketing decisions, the balance is found by returning to the goals and the strategy. What are you trying to accomplish? Who is your audience and where can you best reach them? What can your marketing budget support?

Choose the right set of tactics for the job at hand. In most cases, these will include both traditional and digital marketing, all orchestrated and integrated to best serve your overall strategy.

Do you have a question not answered above? Or would you like to further explore working with LENZ for your marketing needs? Contact us to begin the conversation.


[1] “How Likely are Consumers to Click on Personalized Ads?,” Dr. Liva LaMontagne, Marketing Sherpa, May 17, 2016. Retrieved September 26, 2018 from https://www.marketingsherpa.com/article/chart/how-likely-consumers-personalized-ads