Volume 2 Issue 2 - April 2007

by Gavin Hurlimann

What makes one clinic marketing promotion get a huge response and another to fail miserably? More often than not, it’s the execution. It’s the way you do it.

All advertising and marketing is based on fixed principles. Advertising operates according to fundamental laws and not chance. These laws and principles were set out by Claude C. Hopkins (1867 – 1932) in 1923. They are based on 36 years of tested and monitored advertising – ads, letters and promotions whose results were monitored and compared.