Selecting Media
The way to ensure your advertising dollars are well spent is through diligence and research. These steps allow us to avoid throwing money away and attaining
better results from marketing communications for medical practices. We usually use this approach for all online and traditional media:
1. Make a thorough list of potential media, including traditional and online.
2. Survey patients and nonpatients to determine which of these media they access and how frequently.
3. Tabulate the survey results.
4. Determine among the media that tested best, which could fit within the marketing budget. We usually need to get rate cards from the media we evaluate.
5. Check the media we are considering to determine which colleagues in your specialty advertise there. When possible, we determine how long they have been advertising in each medium we check. If some have been advertising in a given medium for a lengthy period of time and the target market frequently accesses that medium, it is probably a valid one for the promotion of our client's services. Because the ads we create
generate a dominant marketing position, our
advertising outperforms our clients' competitors.
6. Contact reps of the media we are still considering.
7. Share the advertising budget with each and what portion they honestly believe should be spent on their medium versus the other media we consider. (We discern each rep's degree of honesty).
8. Analyze all the information we have gathered. Based on our analysis, we select one or more media for a test market.
9. Determine the budget for the test market. (We run test markets for a minimum of three months).
Place the ads and monitor the results. (For online ads, we can gain access to detailed analytics).
10. Continue to advertise in the media that yields the best results.
Working with Our Clients
If you have questions concerning how to carry out this process for your practice, send us your questions or call us. We can provide you the advice your need.
Put an End to Wasting Your Advertising Dollars by Carefully Determining Your Media Mix