The medical practice director was bored with her ad campaign, and wanted to start something new.
photo by Karin & Uwe Annas/dpc
She told me she had stumbled onto an ad for a particular procedure that worked better than anything else she had ever tried.
Her station salesperson measured click-throughs from the station website to the clinic's site. The practice director measured response response by phone traffic, appointments, and revenue.
By any measure, this ad pulled better than anything else she'd ever run. She'd been running it steadily for the past three months.
I asked her if there'd been any drop-off in calls, appointments, or patient count. No, she said -- response and sales were all as strong as they’d ever been. She was just "feeling like it was time to change it up."
“Leave it alone,” I said. “Your patients will tell you when it’s time to change — when they stop coming in.”
The advertiser will be watching or listening closer than anyone in the general public — it's their business, their campaign, their money.
The public? They're doing this:
Advertising Reality 101 for Salespeople: The target isn't paying attention. Click to Tweet This
Advertisers will get bored much faster than the target. The best advice you can give your clients is to leave the campaign alone as long as it's working.
A ringing cash register is never boring.
A version of this post originally appeared on my advertising, marketing, and sales training blog.
at February 26, 2024 10:07 AM PST
