Content Marketing

The Value of Marketing Simplicity in a Complex World

Headshot of Michael Crawford
By Michael Crawford

March 8, 2019

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How many times have you heard, “the average consumer is exposed to ‘X’ number of ads each day?”

The cliché often accompanies a pitch for a creative platform or placement intended to stand out in a crowd. In competitive markets, this mindset can drive growth in marketing budgets, as people become preoccupied with share-of-voice metrics and prestige placements. That’s why it’s worth remembering the subtext of the cliché is simplicity.

It’s true that consumers are inundated with commercial messages in more forums and formats than ever.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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