Networking for radio sales professionals from Grace Broadcast Sales.
Does anyone have any good campaign ideas for working with Chiropractic? I have a potential client that currently sends out postcards targeting local auto accidents and claims they get great results. In the past he worked with an advertising agency and said they never got results from radio. He’s open to my ideas, but the idea “has to knock my socks off” and yes that was his quote. Auto Accidents is where he makes his money. Any thoughts or ideas are appreciated, thank you!
Assuming the good doctor has patients who've benefited from his treatments, why not arrange to interview them about their experiences and turn their stories into ads for his practice. I've attached a couple examples of this approach, which I use for an ophthalmologist here in our area. The key is to keep the narrative real and avoid devolving into adspeak.
If he wants to zero-in specifically on victims of automobile accidents, you'd want to talk to those patients.
Another approach I'd be tempted to try, depending on the DC's disposition and ability to articulate what he stands for, would be to interview him about the world of chiropractic: how's his approach to human health different? When should someone consider chiropractic instead of traditional medicine? What's the biggest hurdle he's had to overcome to gain credibility and trust? That last question, of course, is informed by the feeling held by some that chiropractic medicine is "quackery" - you probably wouldn't broach this right away, if at all. Anyhow, great conversations can often become the stuff of great commercials.
I'll be featuring your post in this week's newsletter, so hopefully you'll get some helpful input from our members. In the meantime, here's a discussion thread you might want to take a look at, if you haven't already: The Weekly SPOTlight: Chiropractors.
Also, if you search the free copy library graciously provided by RSC member Rick Murphy, using the search term "chiropractor" it will bring up several scripts - maybe you'd find an idea-starter there?
Does your station offer live call ins? If so.. I would urge him to try those. They put a personal touch on things, allow him to change the message every time and puts his voice with the business. I know hes probably busy and may not have time to stop what hes doing to talk on the radio but you could always pre-record them too. Just a thought.....
Love these ideas, keep them coming : )
Rod, you made a good point about talking to his patients and love the interview idea.
Jessica, definitely using his voice. I think results are much better when they use their own voice, just adds that personal touch. Are you thinking about something like a PSA campaign?
Rebecca, thanks for sharing the weekly spotlight and I'll definitely check out the copy library, thank you!
A 2% return on postcards is considered great and I have a feeling the ad agency told him they did not get results from radio. As someone who used to work at an agency, the money is made there on the creative side. That means print and TV.
Ask him to spend his entire postcard budget with you one time to test the difference. He may say no. I've then asked the client to back up their direct mail spend with a very heavy flight of ads starting 3 days before the drop date and running 3 days after. The increase using the two together rather than just direct mail is phenomenal. RAB can give you some info on this.