I wanted to take a few minutes today and talk about what I consider to be Dangerous Advice.
A client recently called and spoke to us and mentioned they were going to be running radio ads this month.
I like radio. So, let me preface this story with that statement. I think radio is very effective, albeit, in many (if not most) markets, it’s a costly endeavor. If you have multiple offices or a large multi-doctor practice, it’s more feasible still (or, very high fees, which ALL of you should)
However, when the radio ad guys start telling you what to do with your other media, RUN. RUN the other direction.
Here’s a scenario: client contacts station. Station puts together ads (hopefully they have a CTA – call to action – in the ads and some kind of offer for those listening – otherwise, WHO CARES?). Station ad guys tells client: “You’ll want to STOP all other advertising efforts for the duration of the ads.”
Now, before I go further, let me give you some background.
This is a new practice. They’ve utilized direct mail, almost exclusively, to build their practice. They did close to $800,000 (if I recall, that’s the number) in production in their first year. Yes, they had some write-offs, etc. And yes, some of the direct mail worked REALLY well, and some didn’t (NO ad program/campaign works 100% of the time…)
What would you do? What would the proper course of action to take, be? Would you dump all your past successful efforts and hang on every word of some radio guy’s advice? After all, he was in your practice all year last year making it successful, right?
Without getting too worked up, it just annoys the heck out of me that some guy has the audacity to make a statement like that. Especially when they have no idea what they are dealing with.
At any rate, be careful whose advice you follow. Unless they are where you want to be financially, emotionally, and intelligence-wise, be very, very cautious who’s line you buy.