Monday, November 23, 2015

Does image, font, and ethnicity choices matter in marketing?

Maybe it’s a just a case of product managers and marketing just not paying attention? Or, could it be that an issue of group think took place, and no one was willing to raise their hand and say, “This is wrong.” and explain why? 

Here are two images making its way around social media most likely causing some brand embarrassment and bad PR to the companies involved.  If they are lucky, it becomes more of a consumer going really and chuckling.  But the visual loss via social media sharing can label the company and brand as “idiots”.   

Here are the two images. You be the judge.

In the end, though, images, fonts and ethnicity always matter and matter greatly. Pretty embarrassing to the brand because it seems that no one was thinking or paying attention.

Healthcare providers are not immune either.

Consider nationally recognized health system, running a marketing campaign on prostate screening campaign that started the day after national guidelines with the national PR that came out about the ineffectiveness of prostate screening?  It was pretty funny to see that commercial run right after the news segment on the topic. It looks like the health system is driving inappropriate utilization.

Or the hospital that was laying the claim to being a top cardiovascular performer with the award logo in the current advertisement proclaiming greatness. Never mind that the award logo was from three years ago with the year of the award in the logo?  And that they hadn’t won the “quality award” for the three prior years. Maybe the unintended consequence was the healthcare consumer was asking why you weren’t a top performer for the past three years.

The point is that marketing needs to exercise leadership, not stupidity.  We need to pay attention to images, fonts, and ethnicity in our campaigns.  Mistakes happen, and no one is immune, but these? 

That is a lack of focus and understanding. If it’s wrong, don’t do it or pull it. Better yet, correct it if you can.

Mistakes like theses in marketing are inexcusable.

For more topics and thought leading discussions like this, join Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

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