Advertising as failure

Health care marketing is hooey.  Because it relies upon (bad) advertising.  And now we know why advertising is (generally) bad, thanks to Jeff Jarvis and his advertising as failure notion:

That is, the ideal relationship a company should have with its customer is that it produces a great product the customer loves and talks about and thus sells; there is no need for advertising there. It’s only in the case of failing at that idea that one needs to advertise.

[youtube:http://www.youtube.com/watch?v=mcdp3lwYStE%5D

Obvious success story: Mayo (look, it’s right there on the front page, the primary value: the needs of the patient come first).  It’s possible to be Mayo-esque (in lots of respects) in your service area.

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