TV spots aren't just for advertising
Reader says ads can help build recognition
When Practice Marketing & Management ran a story on why one practice decided television advertising was a bad idea (see PMM, April 1998, p. 52), we searched for practices that had a better experience, but we couldn't find one. Instead, we asked for reader response to the story. And we got it.
Melissa Mund-Zander, director of marketing at the Alabama Orthopaedic & Spine Center of Tuscaloosa (AOSC) in Northport, wrote to tell her story.
"I read with great interest your article on 'Breaking Television Habits,'" she wrote, "and I must say I have not had the same problem. We have a great success rate with television. However, we look at it as community enhancement instead of advertising. As the marketing director for AOSC, I have found that the only way television works is to also include your other media, such as print, radio, etc. This way, the program and message flows smoothly. Also, I have found that by actually being in the office setting, I know what the community needs to know and the best way for us to present it.
"We were the first group, other than the hospitals, to let the community know who we are, what we do, and how it applies to their lives. By educating the community, they not only know the name of the practice, but face recognition of the doctors as well as what they actually do. I am able to track this, and have been pleased with the results."
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