Protected: Matthew Saganski — Work Samples

This content is password protected. To view it please enter your password below:

Posted in Uncategorized

The Two Most Important Factors to Get the Medical Attention You Need

It’s not your insurance coverage. It’s not who you know. It’s not even the urgency of your medical condition. While these influencers can be important, they run a distant second to two much more important factors.

This advice is not intended to treat, diagnose, or cure any condition. Nor should it be taken as the last word on what you can expect if you have to navigate the icy waters of our current healthcare system. But after six doctor’s office visits, one trip to the ER, and dozens of phone calls to four different specialists—all for the exact same condition clearly shown on an MRI, and attested to in the written summary that accompanied the imaging—this is a pretty good litmus test of what you can expect.

I will publish my personal experience soon in part two of this blog, including my interactions with my primary care physician and four specialists (including a Pain Specialist, Physical Medicine Specialist, Physical Medicine & Rehabilitation Specialist, and Orthopedic Surgeon), as well as the care I received after five hours in the ER.

For now, here is the summary of my experience to, hopefully, give you some answers right away.

The First Important Factor to Getting the Medical Attention You Need

The level of care you receive is in direct proportion to the level of empathy of the person who answers the phone.

I’m not talking about the operator who directs your call to the right office. I’m referring to the gatekeeper between you and the doctor—often a nurse practitioner. The person who takes down the reason for your call, relays that information to the doctor, and communicates the doctor’s recommendation back to you is your lifeblood.

The Painful Truth

You have no control over who takes down the reason for your call and relays that information to the doctor, nor do you have any control over their level of compassion.

This was the first unexpected and painful truth I was forced to accept after repeated—and I do mean repeated—calls I made to four different doctor’s offices. If the person who answers the phone is having a bad day, is annoyed by you, is jaded by their job, or, worst of all, is just generally not an empathetic person, your medical condition will not be communicated to the doctor with the urgency it deserves. Therefore, the doctor will treat you as a low priority. It may be months before they’ll schedule you, even for an urgent (but not life-threatening) medical condition.

Most of the time, I was cutoff before I could even finish explaining the reason for my call. Their response was simply, “Go to the ER.”

My copay to see my doctor is $30. The average cost of an emergency room visit is $1,233, with some estimates as high as $2,168.ⁱ

While the ER will address your symptoms the same day, “Go to the ER” is not an acceptable response to an insured, established patient who needs to be seen for an urgent medical condition. Yet this was the exact response I received four times, both over the phone and in writing.

The Second Important Factor to Getting the Medical Attention You Need

The level of care you receive is in direct proportion to how big of a pain in the a** you are.

If you’re a cliché person, “The squeaky wheel gets the grease.”

If you’re the Bible type, read Luke 18:1-8—the Parable of the Unjust Judge (also known as the Parable of the Persistent Widow). Basically, a compassionless judge gives a poor, but persistent widow the rightful ruling she deserves. Not because the judge is just, but because he is so sick of her coming to him day after day with the same request. He gives her what she needs so she’ll go away.

A Hopeful Truth

You do have control over how big of a pain in the a** you are. But let’s call it persistence instead.

Operate from the mindset that nobody in the healthcare system will advocate for you. This is your battle alone to fight. Your doctor is not Mahatma Gandhi. He or she is not clergy. They have bad days. They get grumpy. They get diarrhea. They are just like you and me. Do not expect them to be any more just or empathetic than you are. In fact, they may be much less so.

Therefore, be the squeaky wheel. Be the widow. Be persistent.

Call. And then call again. And again if you have to until you get the answers you need. If one nurse practitioner isn’t giving you the response from your doctor you need, call on a different day at a different time in hopes of getting a more compassionate, empathetic practitioner.

Be calm, be firm, and be truthful. I was worried that the worsening symptoms caused by a compressed sciatic nerve—unrelenting pain, tingling, and numbness that radiated from my spine to my foot—would, if left untreated, become debilitating. But it took multiple calls. The first three times I called, I was repeatedly told that August 8th (a month and half out from my diagnosis) was the soonest I could be seen. It was only when I reached a fourth nurse practitioner who was compassionate and concerned about my condition, and who then relayed these concerns to the doctor in an urgent manner, that I got an appointment that day.

When persistence on your end meets empathy on the doctor’s end—results happen quickly.

If after repeated calls, you still don’t get the attention you need, the answer is simple. Find another doctor.

The Most Painful Truth

I am a white, middle-class male with pretty good insurance, and I couldn’t get a timely appointment with a specialist, even for an urgent (but not life-threatening), potentially permanently-debilitating condition. If you are of a different race than me or a low-income wage earner, expect even more roadblocks. If you are of a different race than me or a low-income wage earner with below-average insurance, you haven’t got a prayer. Go to the ER. It’s the only way you’ll get treatment.


ⁱ This a cross-sectional study of the 2006–2008 Medical Expenditure Panel Survey, analyzing 8,303 Emergency Department encounters, representing 76.6 million visits:

“How Much Will I Get Charged for This?” Patient Charges for Top Ten Diagnoses in the Emergency Department;


Posted in Health, healthcare | Tagged , , , , , , , , , , , | Leave a comment

How to Develop a Brand that Sells – REPOST

Posting again due to popular demand.

A dusty old myth is still permeating the advertising industry—more so now than ever with the explosion of personal and professional social media platforms like Twitter, Facebook, and LinkedIn. And it’s leaving otherwise smart, some brilliant, business owners and advertising executives scratching their heads when following the trend reduces their brand to rubble.

Relying solely on consumer data, also known as market research, to drive advertising campaigns and, worse, overall brand development.

Market research is a moving, undependable, often downright false target for two main reasons:

1) What people think they want and what they actually want are often at odds. In the midst of a focus group or when filing out a survey, people might say they want green, but actually purchase red. It happens all the time. Not even the giants are immune.

PROVING IT: According to the Coca-Cola Company’s own executive research based on 200,000 consumer taste tests in the late-’80s, Coca-Cola Classic ranked third, Pepsi Cola ranked second, and New Coke ranked as the #1 tasting cola on the market.

Know anybody who’s had an ice-cold glass of New Coke lately?

Me neither.

Market research said, “Consumers like New Coke.” Consumer’s actual purchases said, “We’re sticking with the Classic.”

2) People want to appear smarter, better educated, and more worldly than they really are.

PROVING IT: Ask your staff or colleagues this question today: “Which section of the newspaper do you read first?” Nine out of ten people who actually read the Comics first will say they first read Arts/Culture, perhaps, or Health/Medicine.

The Comics are read before such sections as Arts/Culture, Society/People, Computers, Automobiles, Health/Medicine, Family, and Kids/Youth … but almost no one admits it.

REMEMBER: Advertisers behind a top-dog, sustainable brand use outside market research as supplementary information, never as the sole driving force behind advertising campaigns or overall brand development.

The other half of the story comes from within.  Look inside and your brand will flourish.

It’s not as hard as you think when you know what you’re doing.

Try it out.

Or contact me … leave a comment below.

Posted in Advertising, brand, brand development, development, Free, Sales, Tested, Write | Tagged , , , | 2 Comments

How to survive in an ad agency

The following story was told to me by my grandmother (thank you, granny!) for an entirely different purpose than the subject of this post.

But … the words apply equally well to agency folk, whose professional lives depend on vibrant creative output, yet are too often mired in agency politics, feelings of uselessness about the impact of the work they produce, or just an overall bad attitude.  

So here you go.  


One evening, an old Chippewa told his grandson about a battle that goes on inside people.  

He said, “My son, the battle is between two wolves inside us all.  

“One is evil. It is anger, envy, jealousy, sorrow, regret, greed, arrogance, self-pity, guilt resentment, inferiority, lies, false pride, superiority, and ego.  

“The other is Good. It is joy, peace, love, hope, serenity, humility, kindness, benevolence, empathy, generosity, truth, compassion, and faith.”  

The grandson thought about it for a minute and then asked his grandfather:
“Which wolf wins?”  

The old Chippewa simply replied:
“The one you feed.”

Posted in Advertising, Blog, Write | Tagged , , , , , | 4 Comments

How to write a tagline that SELLS

Printable pdf of the seventh FREE article in the How to Write series:

Posted in Advertising, Free, Response, Sales, tagline, Tested, Tips, Tricks, Write | Tagged , , , , , , , | Leave a comment

How to Write a tagline that SELLS

The seventh FREE article in the How to Write series:
How to write a tagline that sells

Check back tomorrow for a FREE printable pdf of How to write a tagline that sells.

Posted in Advertising, Blog, Free, Methods, Response, Sales, tagline, Write | Tagged , , , | Leave a comment

How to Write a Webpage that SELLS

Printable pdf of the sixth FREE article in the How to Write series:

Posted in Uncategorized | Leave a comment