Let Your Fingers Do the Walking.

According to a recent Practice Builders market survey, more than a
third of healthcare practices still use Yellow Pages advertising as one
of their primary external marketing tactics.

Thanks
largely to America’s aging populace, the venerable Yellow Page ad
continues to hold a solid place in the healthcare marketing mix.
Fortunately, most Americans over 50 still let their fingers walk
through Yellow Pages in search of local healthcare practices and other
products and services.

Yellow Page ads are expensive.
It’s not unusual for a practice to spend several thousand dollars
monthly to keep their name in front of local markets – often for a year
or more at a time. So how do you maximize your investment and create a
more effective ad? Here are five ways:

1. Don’t let the Yellow Pages’ staff create and design your ad.
   They know nothing about effective healthcare marketing. Your ad will
   look an awful lot like the local plumber’s ad, and be even less
   effective.
2. Don’t put your practice name or your own name in the headline
   because that’s not what patients are looking for. Headlines should
   offer solutions to the patients’ problems because THAT IS what they are
   looking for.
3. Make sure your ad answers the target audience questions, “So what? Who cares? What’s in it for ME?”(That’s how most consumers look at ads.)
4. Focus on what your future new patients want and need…not what YOU want and need. (See #3 above.)
5. Offer at least one compelling reason to choose your practice and choose it NOW.

To learn more specific ways to increase the effectiveness of your Yellow Pages, click here or call Practice Builders today at 800.679.1262.