Why medical communication is not only a marketing opportunity — but increasingly a professional responsibility The recent death of Greek singer Giorgos Mazonakis has opened a much wider conversation than the circumstances of one tragic case. Authorities are still investigating the exact sequence of events surrounding his death after he attended a private medical office

Saying no to a new client is not always easy. It is even harder when the client has come through a recommendation, when money has already changed hands, or when the collaboration has actually started well. Over the years, however, I have learned something that matters much more than closing every deal: not every client

A recent website project made me rethink the way we approach social proof in medical marketing. The website was created for an orthopaedic surgeon specialising in foot and ankle conditions, who was developing a multidisciplinary team around a very simple idea: a patient should not have to navigate recovery alone, moving independently from doctor to

There is a belief I hear surprisingly often when it comes to medical marketing: “If you are a really good doctor, you don’t need marketing. Your work speaks for itself.” I wish it were that simple. A doctor may have an outstanding education, years of demanding clinical training, thousands of hours in hospitals and operating

A perspective on trust, reputation, and the true role of medical marketing. When people look for a doctor today, they rarely start by opening a phone directory or searching for the nearest clinic. More often, they begin with a simple question: “Do you know a good doctor?” That single question reveals an important truth. In