Orthotown June 2018 - 38
Newspaper
Whether they appear in a small neighborhood
weekly or a metropolitan daily, newspaper ads
can bring new patients to your practice door.
Advertising rates are usually determined by
newspaper readership and the physical size of the
ad, so it can be easy to fit newspaper ads into a
marketing budget.
Advantages: The ads are earmarked to
appear in particular sections of a newspaper,
so your ad can be positioned to attract those
interested in, say, health and wellness who may
be looking for an orthodontist. Publishers often
discount the rate if an advertiser purchases a
series of spots instead of just one. The increased
exposure from multiple ads can add credibility,
which may influence a reader's choice to book an
appointment with you. Newspaper ads work best
for special offers, financing options and grand
opening announcements.
Disadvantages: Image quality can be poor, so
photos of happy patients and your staff, patient
testimonials with images, or even before-and-after
cases usually don't render great results. In some
cases, readership may be limited. And the shelf
life of a daily newspaper can be less than 24 hours.
Local print directories
According to a recent study by Local Search Association & Burke that tracked the effectiveness of local media, 8 out of
10 people use print directories when looking for local products and services. And 70 percent of them turn to such directories
first. (Think of products like the Yellow Pages or White Pages, local coupon books such as SaveAround, ZipLocal Business
Guides and commmunity guides published by the local chamber of commerce.) These products could, after all, be considered
the original "locally targeted search engine." With 84 percent of users intending to make a purchase, and 46 percent of them
being new potential patients, it makes sense to take advantage of this type of print marketing to grow your patient base.
Advantages: The cost is relatively low, and print directories have a longer shelf life than some other print options because
most focused local directory publications are published biannually.
Disadvantages: You're listed amid your competitors, and many directories don't offer enough
space for verbiage and design that represent your branding or service offerings, making
you stand out in a sea of competition. Ad size varies from publication to publication:
Some include just a few 350-character lines of text; others a 2½-by-4½-inch space, or
a 4-by-10-inch spot; and still others offer full-page layouts. And with some directories,
it's not possible to display special offers or new-practice-opening information that may be
crucial in influencing a potential patient's decision to book an appointment.
38
JUNE 2018 // orthotown.com
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown June 2018
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