Medical Clinic Advertising

Medical Clinic Advertising

This is an example of medical clinic advertising that was done in a newspaper. The clinic is located in Boca Raton and they contacted our advertising agency because they liked our work. Additionally, their ads weren’t working as well as they thought they should. The reason we used a newspaper ad for this client is that most of the patients are from 50 to 80 years old. Consequently, most newspaper readers are also in that age group. Plus, they tend to be more highly educated and have higher incomes. For that reason, these readers are exactly the type of men that can afford optional medical treatments. Additionally, the ad was scheduled to run in the paper for two weeks before Valentine’s Day.

We kept the cost of the ad down by not hiring a model and photographer. Instead, we purchased a stock photo. Additionally, we selected a slightly older woman because of the age of the patients of this clinic. Consequently, in a newspaper full of ads that look the same, ours stands out from the rest.

Radio Advertising

The other ads that they were running were on the radio and they weren’t performing well either. Consequently, we looked at their advertising schedule and the stations and we found problems. When we place ads on the radio our goal is to develop an integrated campaign based on qualitative research that indexes high with the targeted audience. Unfortunately, we found that they were running radio ads on stations that were reaching the wrong people. This is why it is always a benefit to work with an ad agency instead of trying to place ads on your own. It is much too easy to pick the wrong radio station or to pick a station because it is your favorite. We never make media buying decisions based on what we like. Conversely, we make them based on what the target audience likes.

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