For those of you who are new to the health care professions and take advertising for granted, you might be surprised to learn that not so long ago advertising was considered to be unethical for many health care professionals.  Last month John Riolo, Ph.D. was writing on the Counselors at Yahoo discussion list about the controversial history of advertising in the mental health professions.  He noted that it took the Federal Trade Commission stepping in before social workers were allowed to advertise!

If you are considering print advertising as part of your overall marketing strategy, here are a few things you will want to consider before you hand over your money:

• Whether you are taking out a listing in the phone directory, the local paper, or a program for a community event, actual placement on the page matters.  Research has shown that ideal placement for your ad is in the upper right hand corner of the right hand page.  That’s where our eyes normally travel first and linger longest (in cultures where we read from left to right, top to bottom).

On the rare occasion that I purchase advertising I always ask for that choice position.

When dealing with less sophisticated staff for advertising, they often accomodate my request at no charge.  However, those that are more informed about the advertising services being offered will typically charge me a surcharge (maybe 10% more) and I am always happy to pay it because I know it will be seen and read more often.

• For advertising to be effective in a newspaper or similar recurring publication, it must be seen repeatedly over time.  One shot advertising is rarely effective.  In order for your ad to work for you, you will need to advertise over a prolonged period of time at a predictable frequency i.e weekly or every other week.  The reason for this is that it is unlikely that readers will need your services on the very day the newspaper comes out.  However, if they see your ad every other week (in the same upper right corner of a right hand page), they are more likely to remember you when they are in need of your services.  If you can’t afford the recurring ad, then consider other options for marketing your practice.

• The exception to the above, is if you are advertising in a program for a community performance or charitable event like The Turtle Creek Chorale or Swallow Hill.  Of course, taking out ads for the entire season will still be more effective than a one time deal.  However,  if your budget doesn’t allow for the recurring ads, you may still find these community-based niches to be more closely read as well as more loyal patrons.
• Another way to tap into the patrons who are loyalty-driven, is to advertise within a specific subculture. This could be a religious community, the transgender community, or even a 12-step community.  Any group that tends to feel marginalized by the dominant community can be a more effective focus for your advertising.

So now that I’ve given you some strategies to maximize your advertising dollar, where will you decide to spend them?

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