Six Common Medical Advertising Mistakes
1. Low quality.
If youre purporting to be an amazing, world class cosmetic surgeon you probably shouldnt cheap out on your marketing. What emotions do low quality evoke? Right. Not the ones you want. It is extremely difficult to sell a high end product with sloppy, weird or home cooked marketing. You expect your patients to seek out a qualified professional. You should do the same thing.
2. Too broad.
This is the reason you dont advertise in People magazine. You would be paying too much for that broad reach. Its why many markets are too big for tadio and TV advertising. Medicine is geographically driven. You wont pull from neighborhods and communities that are too far away. Many mediums require you to pay a premium to reach patients that are beyond your pulling area.
3. Frequency too low.
If youre running radio, a month is probably not long enough to evaluate the success of the marketing. people need to hear a radio ad three or four times to even register that they heard it. In websites, we see low frequency in web traffic. It doesnt matter if you made the most smoking hot website in the world. If it gets lousy traffic, youre still not converting anybody because you dont have enough frequency. Youre not getting the volume you need. Good advertising is about creating enough touch points so people get your message enough times to create enough trust to become patients.
4. ego advertising.
It shouldnt be all about you. Statistically, marketing that focuses on the doctor just doesnt pull as hard as marketing that focuses on the patient.
5. lists of procedures.
A list of procedures isnt an effective ad campaign. Not memorable, no headline, no testimonial - its a laundry list. Youd be better off going with a list of benefits.
6. no tracking systems.
You cant rely on ancidotes from your staff to track your advertising success. You cant base thousands of dollars in marketing on how someone feels, at that moment, that its working. It doesnt matter what anyone THINKS. What matters is how many calls were generated and what percent of those became patients. The only way to do this is to put effective tracking systems into place. A call tracking number is a low cost way to evaluate the quantity and quality of your calls.
Nine Types Of Practice Advertising
1. Websites - You can have more than one website. Websites behave as the hub of your marketing. They can be the most robust brochure your practice can ever have. A website can have hundreds of pages, photos, video, intake forms, documents, .pdf files. Its clearly where medical marketing is headed... A website is something that you own and with no printing cost. Search engine optimization is critical for most websites to get the traffic the need. 2. Pay-Per-Click - Advertising on the major search engines under specific keywords. Can be expensive. Can be time consuming. Needs to link to a well thought out web page. Can be up to 20% false clicks. 3. Facebook - Pretty advanced. You should have a great website if youre going to get into social media. Great way to build up lists of people in your market and people who want your services. Facebook Is a great content management system and can be in
Seven Medical Copywriting Secrets
1. Write great headlines. People dont read copy, they scan it. Advertising great David Ogilvy said 80 cents of your advertising dollar is spent on the headline. Good headlines bracket the copy and get read much more. Spend 80% of your energy on the headlines. 2. Use you and your in the headline. if you put these words in your sentence it becomes more urgent and spoken more directly. It creates stronger emotion which creates stronger copy. 3. Create emotion. Medical advertising is not about the procedures, its about the way you feel after having them done. emotions are motivators. Trust, fear of pain, comfort, and pride, are just a few emotions that create powerful feelings in the reader. If you want people to remember it evoke an emotion. 4. write like you talk. If you want to sell tractors