Billboard

What Can Negativity Do for Your Advertising? At the University of Rochester Medical Center, Talking About “The Bad Stuff” Is Doing Lots of Good

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Here’s a powerful technique for building emotion into your advertising. If you dare to use it. Advertisers in almost any business — and the advertising agencies that service them — usually hate negativity. They look for emphasis on the upbeat. They like to portray, as the Read More

Small Hospital Employs “Guerrilla Marketing” To Great Effect

Peter Hochstein

“You know you’re in rural America when the front page of the local newspaper features a story about one of its delivery truck drivers finding his route blocked by a pair of obstinate moose,” observes Peter Hochstein, veteran copywriter and regular SHCM contributor. “It happened in Gloversville, New York, population 15,315, and once the center of Read More