Most of my members don’t waste money on the “Yellow Pages”.
They don’t have to but…
If you’re doing the yellow pages or are considering running an ad in the directory, here are a few things to keep in mind:
First, Yellow Pages are extremely risky because you can’t “test” them first. You must commit to the same ad for an entire year.
If you are going to risk a few hundred bucks a month (or more), there are better ways to spend the money.
If you’re already in “the book” and have to decide to “re-up” soon, here’s what you need to do first:
Find out how your current ad performed.
For most doctors, this is not easy to do; they have no accurate way of tracking the value of their yellow page ad.
Sure, you or your staff may ask patients where they heard about you and MAYBE some say “the yellow pages”…but that may not be totally accurate.
But, if you are pretty sure your current ad is making money or at least breaking even, then DON’T CHANGE IT; keep it exactly as is and run it another year.
The only thing you MUST change is the phone number and use a “Call tracking” service.
Basically it’s a different local number that is forwarded to your office with stats you can track online. …you can also have the calls recorded.
So, if your ad is breaking even or better, keep it. If want, to do more, then run a 2nd ad at the same time and compete against yourself.