Date: Thu, 15 May 1997 18:52:20 -0700 From: "Paul Cronshaw, D.C." Subject: Re: Yellow pages ad Backfixer@aol.com Wrote: >I dont know what your area is like, but by me, the yellow pages were very >expensive and the cost per patient was prohibitive. also, the quality of >those YP patients was not guaranteed and these people tend to be more fickle. > >Bottom line, >If it is cost effective for your area, do it. If not, don't keep using it in >hopes it will someday pay off because it wont. >Backfixer@aol.com I agree with Backfixer. I have always had a single line listing in the YP. If patients want to find me they will look for my street address not my picture. Our collection of Santa Barbara chiropractic YP ads has dropped by a page per year to 13 pages this year. I would love to see just 1-2 pages with 3 columns listing all the DC's. This would create a directory so that patients could let their fingers do the walking instead of flipping pages and looking at competitive ads bought by money that could be used for more effective PR. Fortunately the law of economics is causing many DC's in my area to trim the size of their YP ads. And most patients now are finding their DC from the MCO booklets or referral. I highly recommend that each DC reevaluate their YP ad and think about going to the one liner. You'll be surprised how cost effective this REALLY is. Paul M. Cronshaw, D.C. ----------------------- Date: Fri, 16 May 1997 02:44:27 -0400 (EDT) To: Backfixer@aol.com, DCDOC@aol.com Subject: Re: Yellow pages ad Reply-To: Drdubin@aol.com In a message dated 97-05-15 14:59:14 EDT, Backfixer@aol.com writes: << I dont know what your area is like, but by me, the yellow pages were very expensive and the cost per patient was prohibitive. .... >> The yellow pages is the best way to keep us fragmented and dispersed, while simply enriching the phone companies and the publishers of these books. If we pooled half the money we spend collectively on these ads, Chiropractic could own the superbowl, the Wimbledon matches, the LPGA grand masters tournaments, anything we wanted, even the X-Files or Seinfeld. Wake up, people, it is time we worked together to preserve and promote Chiropractic. Bob Dubin, DC ---------------------- From: "Rob Daniels, D.C." Date: Fri, 16 May 1997 14:38:35 +0000 Subject: Re: Yellow pages ad On 15 May 97 , James D. Edwards, D.C. commented: > You are exactly right. The only thing big ads in the > Yellow Pages does is make the telephone companies rich. [snip] Right. The other issue with YP ads is that all the docs are spending big bucks mainly to compete for the same 6% of the public that already knows what it's looking for, when they/we should be trying to reach the other 94% that doesn't. Rob Daniels, D.C. http://www.apc.net/backbeat/ ----------------------------- Date: Sat, 17 May 1997 22:32:30 -0400 (EDT) Subject: Re: Yellow pages ad Reply-To: Cordovan83@aol.com In a message dated 97-05-16 01:26:05 EDT, Paul writes: << I highly recommend that each DC reevaluate their YP ad and think about going to the one liner. You'll be surprised how cost effective this REALLY is. >> I have always used the free -comes with the listing- one liner. I watched the yellow-pages ad wars in Anchorage, AK in '80s escalate to the point where some clinics had two page ads. Smiling faces everywhere, but impossible to search a list to see who was the nearest chiropractor. Very good revenue for the yellow-pages people, but not good for the profession. Larry Hogan