Medical Marketing is sophisticated and complex.
Internet Marketing constantly changes. Google changes it's search paradigms every 6 months to thwart those who have learned how to "job' the system for search engine optimization. Links and tie In's with social marketing. Web Site optimization is highly complex, and also constantly progressing. Paid Ads. Pay per click. It seems that every vendor promises the best results; it's difficult to know, and sub par performance is expensive. Industry leaders in SEO and Internet marketing change in time.
Print advertising is complex, and fading as newspaper display ads are replaced by the Internet. Full page display ads in "Phoenix Magazine" (or San Diego Magazine; every city has one) have never worked well, without a spectacular call to action, and even then they are poor marketing performers.
Prices for National, Regional, and Local editions of the same magazine vary greatly. There is a multitude of types and varieties of direct mail vehicles; saturation and prices vary greatly.
Social Marketing value is emerging as a marketing vehicle, with tie In's with other marketing vehicles. "Groupons" as a "loss leader" to up sell are being used by cosmetic practices.
"Calls to action" are critical. The best ad with a poor call to action will under perform. With many Physicians performing outside their scope of practice, image, branding, elite society, and positioning is important.
Radio is more expensive than TV in some markets, and vice versa. The wrong station demographically, the wrong times, a poor message and call to action, and money is wasted. Again prices vary greatly.
TV commercials, timing, the right demographic, the right message and call to action are critical. There are 10, 15, 30 and 60 second spots. Media sales people are often commissioned, and once you have purchased, they move on to the next prospect. Pricing varies greatly.
Infomercials are being used successfully by large corporate brands. Correctly priced, produced, and utilized, they can be within the reach of a single practice. The message, call to action, demographic targeting, and production quality have to be expert. You cannot have a "talking head" for a speaking for a half hour. Production and pricing vary greatly.
Optimal pricing for Media buying requires knowledge and experience, that few possess.
All marketing requires a sustained time commitment. You cannot pull the plug right before a marketing vehicle, due to repetitions, is starting to work.
The tie In's among the various marketing vehicles is important to create synergy. The whole can be much greater than the sum of it's parts. There is no marketing "silver bullet"; a highly planned campaign of multiple vehicles will get the best results.
Internal practice marketing to past patients, follow up on potential patients who did not schedule, "up selling" and "down selling" are important.
Telemarketing and call centers can be effective. Press releases, and opportunities to appear on TV news are very valuable and free.
In short, you need a consulting firm with vast experience in all forms of these marketing vehicles. A Hodge podge of different consultants for different marketing vehicles can be very frustrating.
APEX Medical Marketing Management has this vast experience in the full spectrum of marketing. "One stop" One firm accountable. Proven results.