Comparing Healthcare Service Advertising Back-to-School Physicals
Its back-to-school time again, so everyone in their brother is touting those specials for school and sports physicals in various ads or direct mail pieces. Same day, next day, comprehensive, call for an appointment or just walk in. Multi-specialty group practices, hospital ambulatory centers, solo practitioners and retail clinics are all offering the same essential service. What caught my attention were three ads in the local paper from three different channels for these services in the market. It raised the question is anyone paying attention to their advertising message and how it compares to what can be viewed as competitors? The multi-specialty ad - same day but you had to call for an appointment and gave no price but mentioned pediatricians implying a doctor will see you. The hospital ad - call first for a next day appointment, take advantage of our discounts, offer ends soon and gave a price. The retail clinic ad - same day, just stop by and gave a lower price. Thankfully, thr...