How do you advertise?

[Ecliptic]

How do you guys go about advertising?

At my office we've attempted a few different modes of advertising: local newspaper, webpage, etc... and we've found that we're becomming less willing to advertise further. Advertising costs are significant (enough) and we only get maybe 1 or 2 patients back from whatever we try... and that's if we're lucky.

What types of advertising do you guys use that you've found to be successful?

We're looking into maybe a local magazine or joining as a business member of the area's PTA (our doctor is a pediatric and VT specialist).

Thanks for the advice!

[Uilleann]

Nothing beats word of mouth. It's free to you, and is more genuine and sincere than any print/radio/TV/internet media could ever be.

Only difficulty is that it takes time to build that reputation. But if you're the best at what you do - people WILL take notice. And you'll see more of them returning and sending in their friends and family as well.

:cheers::cheers::cheers:

[Ecliptic]

yeah... for now 100% of our new patients are from referals... but we're looking to expand (especially with the decreased traffic due to the tough economy :( ) .... so looking for good ideas

thanks!!

[jamie w]

Since your doc specializes in pediatric what about sponsering one of your local youth athletic programs like a little league team.

[Ecliptic]

maybe... but tbh she isn't big on sports or animals for that matter. We were thinking of sending out letters to local schools and programs just letting them know they can refer children to us (especially since we specialize in VT as well as pediatric vision).

Thus the thought of joining our local PTA as business members, therefore being able to advertise to parents and the like.

She's a great doc for VT, pediatric, and general vision... and she purchased the practice from an older part-time doc who retired about 2.5 years ago. We have a lot of older patients but, given that he was an older doc, they think it's fine to come in every 2-3 years (bleh). So although we're educating and trying to reinform them, they have 25+ years of prior experience telling them something else.

Anyhow, given that we're trying to find new ways to efficiently advertise. The doc is very by-the-book and isn't up for anything fishy or what not... so we're up for any suggestions!

thanks again... hehe

[Johns]

The doc is very by-the-book and isn't up for anything fishy or what not... so we're up for any suggestions!

Effective advertising is anything but "by the book". "By the book" is what everyone does, and gets the same results.

Who cares if your doc doesn't like sports! She doesn't have to play on the team, just sponsor it!:hammer:

There are so many ways to be different and to get your practice name out there. Yeah, PTA is nice, but it's a long haul before you get any recognition, and she may end up being on more committees than she'd like.

Call the schools and ask what fundraisers they have going on, and give gift certificates to them. That way people come in to the office, and you're building good will.

There are tons of other ways. Get a good book, or simply Google it. It's not difficult, but it does take a bit of initiative.

[cocoisland58]

We have sent postcards for a few years and have had break even results. We use an agency and they blanket a different zip code three times a year. My idea was not to advertise a particular sale but to add a coupon worth 20.00 off their eyeglass purchase. They tend to bring in cash faster than they will come in for say 20% off. Not sure if we will continue this since it is expensive. I was thinking of the colorful local coupon magazines. A small ad just as an experiment. We already get quite a bit of traffic from customer referrals and are known for our service, quality workmanship and frame selection. Really you can't beat that.

[For-Life]

Ok so I teach this and have done this for a few companies

The biggest misconception about advertising is that its direct purpose is to get people in right away to buy the product. Yes, some advertising does this with coupons, sales promotions, and so forth. However, you ever remember those typical McDonald's commercials where they just promote the store. What do you thin the purpose of that is?

AWARENESS

One term tossed around is top of mind awareness.

Let's do an experiment. Think of the first lawyer, accountant and insurance group. Now, think of who you would go to if you needed a lawyer, accountant or insurance groups. The more people know about you and the more they think of you first, the more inclined they will want to deal with you in the future.


Think about it. How many people in the population do you think know a lot of optical stores? I bet few. Now, if I know that Optimus Boardus Vision Centre was the first store I could think of, when I go to get glasses, that would probably be the first place I go to.


The problem is, this is a long term strategy. You will not see results tomorrow or next week or next month. It will probably take 1-3 years of continuous advertising, and you will see your numbers increase. When those people who do not have glasses or are looking for a change need glasses, they will come to you, because they know who you are.


NOW, with that said, yes word of mouth and reputation are fantastic tools, but are not the only ones.



Now many of these post on OB get ignored because they go against the norm. If you want to listen further, I will provide you will a suggestion how I changed my former business's promotional strategy. Just let me know.

[Yeap]

Since you have a pediatric specialist you actually can try to go into school for free eye screening, public talk or certain campaign for children. i think that a more 'professional' advertising method than publish in paper or magazine.

secondly you may try sending out leaflet with some eye care question, those who come back with that entitle for a small gift or free eye check at certain level. with this i will think that it able to increase the eye care awareness of public and also human are always want something free..

hope it helps..

[Yeap]

Just have this in mind, how long have you practicing? maybe you can try to send out some postcard as reminder for annual follow up to make sure your patient will always back to you..

good luck..

[L.A.B.]

You could consider making a brochure and visiting your local Pediatricians and OB GYN's! We did that along with providing information about the Infantsee program.

[Uilleann]

Also - be sure to join the local Chamber of Commerce if you haven't already. Here in Salt Lake, we are also members of "Local First Utah" which encourages all to buy local. It certainly works with a large segment of our downtown population. Make sure you have a very informative, clean and easy to navigate web presence. Print is dead for many of the younger generation, and those are a great segment to appeal too as well - frankly, they'll be around the longest. Face time with the doc getting out into the community and performing any sort of service projects (vision related) can be great...though they will take a very dedicated effort from the doc, and likely the staff. Is your doc aware of programs like InfantSee? http://www.infantsee.org/

Best of luck!
:cheers:

[sharpstick777]

The only effective advertising I have found is the small localized newspapers that are handed out for free, and condo newsletters. Often condo or neighborhood associatations jump at the chance at cheap advertising.

To advertise effectively you can't just stick your name and a picture in the paper. You have to include a REASON to come in. A Sale, A coupon, a Trunk Show, a cool frame collection. You have to be the BEST at something. There are too many mediocre offices out there. You have to give them a reason to act, and have it be true.

[LandLord]

Advertising doesn't increase sales. It only protects sales achieved by other means.

Advertising can't change people's minds. It can only remind them what they already know.

Advertising a discount or coupon can be harmful because it teaches people that your prices are too high.

If you still instist on advertising, try radio. A verbal message stays in the brain much longer than a written message.

[For-Life]

I found radio was not that effective. The message blurred in the background of traffic and such. Plus, radio only has high ratings during small parts of the day.

With a proper newspaper or magazine ad, you can tell you consumer so much more. Plus, people actually read those ads, where they would have a higher chance of ignoring them on the radio.

But there is a benefit to a message you can hear and one that is quick. Therefore, I choose TV. A lot of people hate tv because of its expense, but it has a better cost per value rate than radio.