Advertising mistakes: if your advertising results don’t deliver a steady stream of new patients, chances are you’re making costly, but correctable, errors!
The only purpose of advertising is to generate higher profits for your medical practice! Your ad MUST be a salesperson in print, online, on the radio, in your television ad, etc. Unless your ad convinces the patients to pick up the phone and call you or come into your office, your ads are useless; also known as “Doctor Advertising Mistakes.” Sadly, depending on the type of error, you even be pushing potential business directly to your competition!
If you look at many Doctors’ display ads, you will quickly notice that most of the ads look alike, and they say the same things. Worst of all, they all have nearly identical advertising mistakes, such as: “Free Consultant”, “Urgent Care”, and “Medical Care for The Entire Family.”
* Though all these services and details are important, and they all stand on their own merits! Unfortunately, as it applies in most cases, the only elements that change in the ad are the names of their practice.
Though many (if not most) media conduits provide their basic elements, essential ingredients, and software for an ad. Too often they [the media outlets] just offer some variation of a cookie-cutter formula for their “advertising platform.” Which is fine for their needs; however, too often some essential “components” are left out of your ad.
The importance of these elements becomes apparent when you look at your advertising from the perspective of what your ad (In a magazine for example, but it applies to all other mediums as well. For simplicity, for rest of illustration we will use print advertising) is indeed designed to do for your medical practice.
Every ad is created with two purposes in mind: 1) To attract a stream of new patients; and, 2) To have those patients who see your ad choose your practice over everyone else in your field and demographic area. Unfortunately, your competitor is counting on the very same benefit!
Print advertising is a medium that allows your biggest competitor to sit next to you in the periodical for easy comparison. Whatever your advertising medium, shortly after your ad appears, or is heard, your competitor’s ad will also be seen or heard. Therefore, as part of your marketing strategy, you have to do everything you can to stand out.
“What business strategy is all about and what distinguishes it from all other kinds of business planning is, in two words, competitive advantage. Without competitors there would be no need for strategy, for the sole purpose of strategic planning is to enable the company to gain, as efficiently as possible, a sustainable edge over its competitors.” ― Kenichi Ohmae
To stand out and have your next patient pick up the phone and call you is beyond important. It is life and death (for your medical practice). Your ad must be different! Shockingly, some doctors merely state their name in their ads, and besides a phone number — that’s all.
Interestingly, every consumer has one trait in common with every other buyer. We all like to buy; we just do not want to be sold! Additionally, we buy using unique triggers that appeal specifically to us; in marketing terms, it is called the “What’s in it for me?” quotient. Continue reading “Advertising Mistakes: How Many of These Costly Errors Are You Making?”