Random Rambling

Being Small Has Its Advantages

Everyone knows the story of David and Goliath. And then there’s the story of the little engine that could. The truth is, there are advantages to being small. That certainly applies to marketing firms and hospitals. My firm will never be a massive company with hundreds of employees. We don’t aspire to be huge. We aspire to be great. We like being a nimble, boutique-style firm. It allows us the flexibility to work with smaller hospital clients who round out our client base of academic medical centers, health systems and regional hospitals – as well as other non-hospital healthcare clients. What that requires of us is being affordable and providing the level of service that the smaller hospitals appreciate.

We currently work with a number of small hospitals (Southwestern Vermont Medical Center, Copley Hospital, Brattleboro Memorial Hospital). Interestingly, they allow us to do some of our best work and to be involved in fascinating assignments. Sometimes smaller organizations will charge ahead where a big medical center would be slowed by layers of decision-making and the general inertia that goes with being big.

One example of a smaller organization that does amazing work is Signature Healthcare in Brockton, Massachusetts. They are always involving us in the most interesting assignments – and the work is so rewarding. A couple months ago I wrote a post about the live Twittercast we did from a transradial cardiac procedure at Signature Healthcare. We partnered with their interventional cardiology and marketing teams on the Twittercast. The event was a great success and they are still reaping the rewards. And it wasn’t difficult to do. It was a lot of work, but it was fairly straight forward. We sat down with the chief of cardiology, explained our strategy, developed a plan and then executed the plan with his full support.

I’m motivated to write this post because this weekend a huge article (cover story) ran in the Sunday edition of The Enterprise, one of Signature Healthcare’s local papers. It told the story of the Twittercast in great detail. The story reminded me just how much I enjoy working with the team at Signature and how willing they have been to let my team take them into previously unexplored territory. And it has led to some extraordinary work with terrific outcomes for the organization.

So, today I am celebrating “smallness.” It is good to be small – or midsized. Not large. At least for today. Below I have inserted images from the cover story that ran in Sunday’s paper. It really is terrific coverage. If you click on any of the images you can see an enlarged version. Enjoy!

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