Think of some of the greatest healthcare branding campaigns and how they use color to accentuate their attributes: the American Red Cross and its trademark vivid red cross; Blue Cross/Blue Sheild's traditional stately blue shield and the American Medical Association's cheerful kelly green logo. Many of you think of color as a secondary part of a healthcare marketing or PR campaign. But to make your messages truly stand out you may want to bump color to the top of your priority list. Most experts agree the use of color in and of itself isn't a guarantee for success, and cannot save an ill-conceived marketing or advertising plan. But used correctly and strategically, it can make your messages perform - and leave other marketers' monotonous, uninspired attempts in the colorless dust, said Lyn Dally Geboy, an account executive with BVK/McDonald, a Milwaukee-based healthcare marketing/communications agency.

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