VA Chiropractor Finds Success Advertising with Newspaper Inserts
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With the proper preparation, minimizing advertising costs and risks can be a fairly simple – and fun – experience.
by Christopher Barr
The success of your practice depends on factors ranging from your pricing to reputation, but it’s ultimately your marketing (or lack of marketing) that determines your profitability or failure. If you know how to sell your services and you have a great product, the sky is the limit.
You may not be able to sell a ketchup popsicle to a lady dressed in white during the summer, but by following a few simple and time-tested advertising techniques your practice can flourish.
Excellent media to promote your practice include television, radio, Internet banner ads, door hangers, local sponsorships and newspaper insert advertising.
Of these, inserts can produce immediate and cost-effective results for your practice.
First - Take a Look at the Facts:
According to a recent study conducted by the Newspaper Association of America
46% of adults use newspaper inserts for planning their shopping each week 64% of adults had used a newspaper insert for shopping within the past 30 days The U.S. has over 1,600 daily papers with a circulation of nearly 58 million The U.S. has over 7,000 weekly papers with a circulation of over 50 million
Newspaper inserts, also known as flyers, preprints, free standing inserts (FSIs), and circulars, are an inexpensive way to generate revenue and find new clients. Newspapers remain one of the only advertising vehicles invited into homes on a regular basis.
Dr. Michael C. Mulvaney, owner Richmond’s Spinal Correction Center, uses newspaper insert campaigns as the staple of his marketing efforts. “Our newspaper inserts prequalify our patients prior to calling,” explained Mulvaney. “I had the design team at Taradel craft our inserts from scratch. They include patient testimonials, information on common ailments, our special promotions, and of course, a call to action.”
Through experience, Mulvaney has developed techniques to minimize production costs and take advantage of printing processes.
“We print 55,000 full-color inserts at a time in order to take advantage of quantity-based price breaks and significantly reduce our expenses. We even have our inserts shipped directly to the newspaper facility to save ourselves time, hassle, and gas money.”
Mulvaney’s inserts are distributed through the Richmond Times-Dispatch. The newspaper enables advertisers to target home distribution by zip code, so that advertisers know exactly when and where the inserts are to be delivered. These “zones” are well researched and detailed demographic information is available to potential advertisers directly through the newspaper.
“The new patients that come into our office are a direct result of the inserts,” says Mulvaney. “We have plans to expand into more publications in the near future.”
Newspaper insert campaigns can effectively target new patients, announce specials, introduce new services, and lend credibility to your practice through the power of print advertising.
For free information, resources, and the web’s lowest price on newspaper insert advertising visit www.Taradel.com
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VA Chiropractor Finds Success Advertising with Newspaper Inserts. copyright © 2008 Chris Barr and AdvanceMyPractice.com. All rights reserved.
Christopher Barr is a small-business oriented marketing specialist, and the Marketing Director of Taradel, LLC. Questions about newspaper insert advertising may be directed to Teradel, LLC.