Distorting the Truth

Merrainiacs:

We were all very excited to learn of Merraine Group's inclusion to Modern Healthcare's list of the largest healthcare search firms in the nation (April, 2012).  Yet, one of our competitors (the largest firm in the nation) wrote of their own firm that they are "....the only full-service leadership solutions firm dedicated exclusively to the healthcare industry, providing Interim Leadership, Permanent Executive Recruitment and Consulting Solutions to clients around the globe."   Huh?  Last time we checked, Merraine Group also offered "full-service leadership solutions dedicated exclusively to the healthcare industry, providing Interim Leadership, Permanent Executive Recruitment and Consulting Solutions to clients around the globe." We just do it on a smaller scale and we don't claim to be the only one!   

Now if you're the largest healthcare search firm in the nation, there's no need to distort the truth in order to impress your customers.  And why, oh why would you put this statement on your home page when it simply is not true?  We'd just respectfully ask that you not make claims you can't substantiate.  If my grandmother were around, she'd take your marketing department over her knee.  I'll leave the rest to your imagination as the visual on that isn't so pleasant.  I can hear her saying the words now, "Oh Doug, how could you say such a thing?" 

It is true that we're not as large as them but as so many candidates have told us, "I'm not a number with your firm.  I'm a name.  A person with feelings and emotions and concerns and you've got my best interests at heart."  Well, when you hear that...it just makes your day, and it serves as a constant reminder of why we're in this business. 

In summary, this distortion got me thinking about how firms can differentiate themselves.  Something to talk about in my next entry.  Oh no, I won't forget.  You'll hear from me next week.  Bank on it because we wouldn't want our competitors thinking they are the only ones with a unique story to tell.  What separates your search firm?    

Merrainiac