Celebrating 13 Years, and Counting, of Healthcare Marketing

May. 10, 2021


By Mike Milligan, President of Legato Healthcare Marketing

#13: It's A Reason to Celebrate!

Did you know that 85% of elevators “skip” the 13th floor? (Bad karma, I guess.) There’s even a medical term for people with an extreme superstition of #13: Triskaidekaphobia. (Who knew!)

For whatever reason, “13” has gotten a bad rap throughout history. But as sure as I like fishing at dusk and kayaking at dawn, I can tell you that the two-digit number between 12 and 14 is nothing to fear. In fact, it’s reason to celebrate!

This month marks the 13th anniversary of Legato Healthcare Marketing. When I left the “corporate” side of healthcare in 2008, I had some trepidation about starting my own businesses. There’s always a risk to leave the safety net of a senior management position to start your own company. But it wasn’t exactly a leap of faith. I always had the entrepreneurial drive, backed by decades of healthcare marketing experience.

But it was more than my healthcare marketing experience that steered me in this direction.

I was passionate about rural health and the impact that rural health facilities play in providing access to care. There is something special about them. Something that could never be duplicated by larger facilities – like the inherent connection between rural healthcare workers and those they serve. They’re more than patients; they’re friends, neighbors and sometimes, family.

Empathy and compassion shape every decision made in rural healthcare. I’ve seen it time and again over the past 13 years and it continues to inspire our Legato team to work even harder to help these rural hospitals succeed.

2020 was an especially significant year for all of us. We – both Legato and our clients – set profits aside to focus on people, patients and the pandemic. We worked together. Learned together. And to be honest, “stressed” together. But we never lost sight of our collective mission: to make sure rural America continues to have access to quality care close to home. As the COVID clouds began to shift, we shifted our focus to develop business strategies that would help our clients thrive in the new normal. And those strategies are paying off for our clients in terms of increased volumes in the exam room and the surgery suites.

Growing, Changing, Leading

Since 2008, Legato has continued to grow and evolve. We introduced Legato Publications and substantially grown our digital offerings as an agency. We knew that blending digital with traditional marketing would give our clients a powerful marketing edge with services that go well beyond website development and social posts. Using targeted, measurable and efficient business strategies centered around growth, profit, and personal connections, we’re helping rural hospitals maximize their marketing budgets. And they’re seeing significant, measurable results.  

Legato has gained the reputation for being a “thought leader in healthcare marketing.” To that I’d like to say, “Thank you” to our amazing Legato team. We are fortunate to have recruited some of the most talented and knowledgeable marketing professionals in the industry. But it takes more than marketing savvy to succeed. It takes passion for what you do and pride in how you do it. And nobody does it like Legato!

Saving the “best” for last … I’d like to thank our amazing clients – rural hospitals and specialty clinics across the country and global clients like Fujifilm Healthcare Americas.

Legato is both proud and humbled to have the privilege to work with you. We look forward to making “13” a reason for each of you to celebrate!