Eliminating Waste in Advertising

Posted by Jim Alcott November 30, 2015 11:36:00 AM

I know many of us have heard the quote dozens of times, but some haven’t—and it bears repeating:

“Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.”


When the great merchant—and marketer—John Wanamaker made this statement more than a hundred years ago, he wasn’t suggesting that advertising didn’t work.  In fact, he spent large sums on advertising in spite of its known waste, because it drove business growth and his personal fortune.

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Topics: Propensity, Targeting, Qualification

Location, Location, Location: The Importance of Site Selection in Urgent Care

Posted by Jim Alcott September 22, 2015 03:37:00 PM

Acquiring new patients - whether it's for urgent care, specialized physicians clinics, freestanding emergency departments, etc. - requires targeted marketing and site selection tactics that eliminate the waste associated with mass media and more traditional site strategies.

One crucial component of a successful targeting strategy is defining the appropriate geography. Locational convenience is a critical factor in terms of the patients you’ll be successful in acquiring.

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Topics: Targeting, Measurement, Healthcare

Eliminating Waste in Advertising

Posted by Jim Alcott October 08, 2013 04:01:00 PM

I know many of us have heard the quote dozens of times, but some haven’t—and it bears repeating:

“Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.”


When the great merchant—and marketer—John Wanamaker made this statement more than a hundred years ago, he wasn’t suggesting that advertising didn’t work.  In fact, he spent large sums on advertising in spite of its known waste, because it drove business growth and his personal fortune.

Read More

Topics: Propensity, Targeting, Qualification