Careful planning needed to develop ad campaign

Don’t spend money without thinking it through

Advertising can reap great benefits for your practice, but you need a well-thought-out plan that is directed to the appropriate audience, says David Cassidy, internal marketing director at Jewett Orthopedic Clinic in Winter Park, FL.

If you’re thinking of advertising your practice, here are some tips to get you started:

• Don’t try to tackle an expert’s job by yourself.

If you don’t have a marketing person on your staff, considering asking the public relations department at your hospital for help. Otherwise, hire a consultant for expert advice, or you may spend your money to receive mediocre results.

• Take advantage of the expertise of sales people at radio and television stations.

"Radio and television stations want to break into the health care industry, and they are willing to be incredibly helpful," says Andrea Eliscu, president and chief executive officer of Medical Marketing Inc., an Orlando, FL-based firm specializing in marketing, public relations, and strategic planning for physicians. Radio and TV station advertising experts can give you a wealth of information on demographics and market research that will help you reach your target audience, she adds.

• Make sure there is enough money in your marketing budget to cover the cost of advertising.

A campaign with a minimal budget may be just a waste of money. Eliscu recommends that 1% of gross business be invested in marketing and development, but adds, "in my experience, nobody ever budgets that much."

• Track the referrals that come from the advertising.

At the very least, set up a dedicated phone line for people who hear your ad and call for more information. This won’t tell you how many calls are converted into patients, but it will give you an idea of the impact of your advertising.