Using the ‘idiot box’ can be a smart move
Using the idiot box’ can be a smart move
Television can help spread the word
In Seattle, two local plastic surgery practices have taken to advertising their services on television. A battle for the faces and bodies of the new technology millionaires is now being waged on the airwaves of daytime TV.
According to Andrea Eliscu, RN, president of Medical Marketing in Winter Park, FL, plastic surgeons and ophthalmologists have long known the benefits of television advertising. "Their services are usually purchased out of pocket," she explains. "It is a competitive market with no insurance." But now, others are learning that television advertising can work for them, too. Cancer centers, medical imaging practices, and orthopedics groups are coming to realize that television offers a great way to give your practice brand name cachet in a large, competitive market.
"Don’t get me wrong. Television can be costly," says Eliscu. "In large markets, you can get some breaks from the television stations that will help you produce the spots for a reduced fee. Other wise, you have to hire a producer, and that costs money." And for the ad to be effective, you have to run it more than once. "Otherwise, you get little if any return on your investment. But on the plus side, you get access to a large market, which, with effective placement, you can target nicely."
Know the local market
One of his clients, the Jewett Orthopaedic Clinic in Orlando, FL, recently ran a television campaign. He says its success was predicated in part on the relationship she had built with the advertising representatives in the local television market.
"You have to learn how to work with the station to get the most out of your time. Jewett doesn’t have the buying power to go to an advertising agency. We could either go in and say, We have a budget of $12,000. What can we get for that?’ or go in an ask them what they think we should do and compare it to our budget." The latter is a much smarter option, but it means developing a good rapport, she says.
If the station is going to be able to help you, adds Eliscu, you have to go in there with a known goal, whether it is to brand your practice or to create some business you can track. "If it’s the latter, you have to have a phone number devoted to calls related to the ad," she warns. "You can have a system where they get a recording, leave a name and address, and then you send them information."
When you have a good relationship with a local station, you can do more than just advertise, too. For instance, Jewett did a half-hour program on first aid for Little League-age children. "We included information on what kind of injuries they might sustain, what kind of first aid to do on the field." The clinic then went to big area businesses, such as the Olive Garden restaurant chain, and asked them to advertise during the show. "That reduced our cost and presented them with a good targeted marketing campaign."
Besides airing the program, the station created a version without ads that was put on video and distributed to area Little Leagues, libraries, and coaches and parents who were interested.
Getting more for your money
The clinic also worked with a local health reporter on a program on total hip replacement. "They did the marketing, and it was newsy and popular," says Eliscu. "That is the purpose of building a relationship with the station: You get more for your money than if you go in and plunk down $12,000 and ask what you can have for it."
If you opt to do a news-type program, Eliscu says, it’s best to find a talent that is known in the community, and even better if you find one that has a relationship with your practice. Jewett found a retired television anchor who had been a patient and used him for a commercial. "It was a trusted talent and an informative ad," she says. Rather than touting Jewett, it relied on the anchor, images of couples playing golf and dancing, and at the end mentioned that those interested in total joint replacement should ask their doctor or call Jewett. "It was tasteful and responsible, but still raised awareness. We had a great response."
But Eliscu says that you shouldn’t advertise on television just because you can. "There has to be a reason, some goal you have in mind. In these days of no-fat practices, you have to know what you want and do something constructive with the money you have."
If you are looking for television exposure but don’t have the budget to run ads, Eliscu says you can sponsor or underwrite a public television program. In Orlando, the public television station will do a 30-second spot for sponsors. "You get coverage in the beginning, at the end, and sometimes in the middle. If you do it on an appropriate show, then you can really raise awareness."
The main thing is to use the expertise of television station staff. "Don’t insist on a certain time if the station demographics show you won’t reach your target audience," says Eliscu. "Tell them what you want and then ask them to help you get there. Then listen to what they answer."
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