Don’t Sell Better Doctors — Sell Better Health

Robby Krapfl | February 27th, 2015

A rather famous marketing professor, Theodore Levitt at Harvard Business School, once said, “People don’t want to buy a quarter-inch drill, they want to buy a quarter-inch hole.” This is a simple concept that serves a strong reminder—regardless of your industry—to focus on selling benefits, not features.

Many healthcare organizations struggle to differentiate features from benefits. In today’s ultra-competitive healthcare marketplace, it can be challenging for hospitals and clinics to avoid talking about doctor credentials, state-of-the-art technology or a brand new facility. Those things are all very important, but patients don’t buy features. Patients buy benefits. Benefits sell.


sports ortho poster for blogYour orthopedic practice would like to expand awareness and increase patient procedures for a minimally invasive knee operation that uses the latest and greatest robotic technology.


  • Precision accuracy
  • 3-D HD vision
  • Microscopic incisions
  • High-tech, innovative equipment
  • Minimally invasive


  • Quicker recovery
  • Less pain
  • Less scarring
  • Shorter hospital stay

“With our new XYZ technology, you will experience less pain and a quicker recovery, which will allow you to get back in the game faster.

Don’t sell longer hours; sell convenience. Don’t sell better technology; sell better patient outcomes. Don’t sell your new facility; sell a more comfortable patient environment. Don’t sell better doctors; sell better health.

Ready to Move the Needle on your Healthcare Marketing?
Contact us today!