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How Many New Patients Do You Want?
Chiromercials - The Effective Method of Marketing Your Practice
From VenturaDesigns, the Leaders in Chiropractic Communication
Chiromercials
A new way to target your potential patients through cable TV ads, by Dr. Joe Ventura.
The Connection Between Attracting New Patients and a 1970 Corvette.
I took my classic car to a speed shop and asked a simple question: "How fast can you make this thing go?" The answer was quick and to the point: "How much money do you want to spend?" There is a direct correlation between generating horsepower and spending dollar bills. The decision was mine.
Generating new business is just as easy. How many new patients do you want? The answer of course is "How much do you want to spend?" There is a direct correlation. Advertising and marketing budgets always seem to be mysterious concepts to doctors of chiropractic. I've been helping doctors for over 30 years and it's rare when I come across a doctor that truly understands. Most doctor's budget is blown on the next order of 100 crooked pens. I exaggerate, but just a bit.
There are two accepted methods of determining your advertising and marketing budget. The first is to spend 10-15% of monthly gross revenues. The second method is more like the Corvette analogy. Spend 10-15% of how much you WANT gross revenues to be. One effective method of attracting new patients is through highly targeted cable TV advertising. The decision is yours.
Those digital boxes on top of your set allow cable companies to target ads according the the selected demographics associated with their programming. More important, you can select the area you want to target. Most patients live or work near your office, within 5 miles in a large town, 10-15 in a small town. Most cable systems break their subscriber area into zones, by zip code. Here's is what a cable coverage map of Kansas City looks like:
So even though the cable carrier covers the entire metro KC area, I can run an ad campaign that will cover select zip codes. This reduces the overall cost and concentrates the ads in my target area.
What is the Chiromercial Service?
First, we provide you with six personalized 30 second spots shot in high definition. The six spots cover the following topics:
1. Low Back Pain
2. General Back Pain
3. Back Pain from Pregnancy
4. Poor Posture
5. Car Accidents
6. Headaches & Neck Pain
By providing you with six different personalized ads you can rotate the ads through your campaign cycle or you can select the ads that will be of interest to your target market.
Second, we will work closely with you to determine your ideal demographics from which to target new patients and help you select the programming that will feature your spots. Lastly we will work as your agent to purchase the commercial time.
By offering these three services we remove all the stress and uncertainty from starting an effective cable TV ad campaign.
What Are The Costs?
The six personalized TV ads are $4,995. That's a one-time fee. You will receive the ads on DVD and we will keep copies here to send to your local cable company. The cost per spot of the TV ad campaign is quite variable. The size of the market, the time of day and the viewership of the TV show all factor in. It's all about how many homes a time slot and programming draws. ESPN in Prime Time is more per spot than The Weather Channel at 10:30AM. A general rule is a cost of $1 per 1,000 households.
What we have found is that a campaign that spends about $2,500 per month will receive an adequate insertion frequency with a mixture of high profile times and shows. You will know within 60 days how well the ads are playing in your area.