Is there any creativity and originality in this industry? Considering the low cost of goods sold, general and administrative costs, along with cost of sales, this industry is quite profitable and provides a respectable ROI for investors. Yet, when it comes to creativity in marketing spine, the only grade that can be given is a big fat "F."
So why does this exist? An old mentor of mine once said, "imitation is the greatest form of flattery." If there is any truth to that comment most marketing people and companies cannot develop an innovative platform when it comes to selling product or creating a website. It seems most are "bogged down" in following the same formula. The Legacy companies or Spine Cartel are sterile in their presentation, and the early-growth stage companies are terrible. Shiny happy people smiling......... come on, you can't tell me that the result of back surgery is happiness. Maybe to some, but if I were a gambling man I would bet that the reason pain management has become such a huge industry is because unlike the subliminal message that these websites attempt to send, there are many people that have back pain. One of the smartest surgeons that TSB ever worked with said; "Once you have back pain, you'll always have back pain." So where is all this happiness emanating from? I'm just waiting for the day when someone has an elderly person doing a cart-wheel on their website. Hand-stands anyone? Skate-boarding?
Does anyone think that one day we will emerge from the "Still Life" genre of marketing in spine and start spending some of those profits on some real marketing? Can we enlist some real talent outside the industry when it comes to developing websites? My grand-daddy's favorite expression was, "cheap is expensive." TSB is awaiting for the day when some marketing genius finally starts to think out of the box. Isn't that what marketing is all about? Can anyone explain why there is so little innovation in spine marketing?
TSB wants to know what our readers think?