Quite frankly, I do not enjoy the idea of marketing my practice and running advertisements, although I recognize it as a necessary ‘evil’. I would rather focus all of my creativity on surgical solutions and patient care improvements rather than on marketing analysis and the fabrication of eye-catching ads, brochures, or websites.
What I have learned about marketing, however, and specifically the running of advertisments is……if I am not getting calls from someone who is offended by the ads (whether it is a religious group, individual, or even one of your competitors), then I am not being creative enough. You are obtaining a good creative marketing campaign if someone takes the time to complain! After all, the total purpose of advertising is to be seen and sometimes you have to be edgy to be seen. Visibility creates awareness…and not everyone always likes what they see.
Dr. Barry Eppley
Indianapolis, Indiana