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« Medical Spa Classified Ads: IPLs, lasers & spa stuff. | Main | Medical Estheticians: Physicians not necessary. »
Wednesday
May302007

The high price of creating your own laser clinic ads.

The High Price of Creating Free Ads

26content.1.395.jpgYou're between something of a rock and a hard place. Just like Heinz

" But these companies have found that inviting consumers to create their advertising is often more stressful, costly and time-consuming than just rolling up their sleeves and doing the work themselves. Many entries are mediocre, if not downright bad, and sifting through them requires full-time attention."

I've had my fill of looking at terrible medspa and plastic surgeon ads. It seems like a good idea at the time to let the magazine, newspaper, or whoever, create the ad for free. And it might be for some who are scrambling for every dollar.

But there's something to be learned from Donald Trump in this situation. He's not the first to have said it but he has said it and I'll repeat it here since it makes the point.

"Dress for the job you want, not the job you have."

Patients don't want their plastic surgeon pulling up to the clinic in a VW bug. They want to feel that they're not stupid for choosing you. Help them along. If you're claiming that you're the best, you're going to have to dress like it. That means that the image you're putting out had better not be something that an $8 an hour hack at the newspaper did for you in fifteen minutes.

Just so I don't insult anyone I know I won't list any of the names that I'm thinking of as I write this. But they're out there.

Want to attract cheap patients? Advertise that way and that's just who you'll get.

Reader Comments (4)

I never use the magazine or newspaper designers. They all suck. We have tried many times but they NEVER have been able to get our image correct. Our image is one of our greatest assets.

I use a small advertising firm to do my design work. We are able to stay consistant across all magazines, fliers, brochures and newspaper. We look exactly the same no matter what publication.

The importance of this is the branding of you and your image. I can guarantee Jeff keeps all of Surface's ad work consistant. You need the exact same image in front of the clients about nine times before they act on it. If they are looking at a different image even though it has the same name, they may not recognize it.

Remember, consistancy is of utmost importance and value. In the long haul it will help you get more bang for your buck but will cost you more up front.

06.3 | Unregistered CommenterLH

I agree completely with LH and Jeff (When is that new advertising deal coming Jeff?)

The 'free' design offered by the mags and newspapers is absolute crap. They only offer the free stuff to close the deal. How much can you expect for free. It's some $8 an hour kid designing your ad.

06.14 | Unregistered CommenterDermgal

LH,
Can you recommend your advertsing company? We were using one but I was still doing all of the work. They had the same idea each month. After much frustation, not shy on their fees, and without much return on the investment I terminated the contract. Would like a company who is familiar with medical spa and what we offer. Thanks.

I use an independent person. I will talk to her and see if she is interested in work outside our area. We basically use her for design (she is excellent at design)and we handle most of the decisions on where to market.

I would normally tell you to use someone in your market because they will know it better and have the inside scoop with the different advertising mediums.

04.5 | Unregistered CommenterLH

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