How to Choose a Doc from an Ad – Morris Ink Advertising Agency

How to Choose a Doc from an Ad

By Margie Morris, Morris Ink Advertising Agency, Texoma LIVING WELL Magazine

Magnificent advertising extends an invitation to you, the reader, much like a beautifully engraved card entices you to an event. Everything about it—how it looks, how it “sounds,” how relevant it is—tells you something.  It isn’t “spin” when presented accurately and ethically. For many physicians, developing thoughtful advertisements are how they reach out to you, sharing pertinent information in whatever way aligns with their brand, or style.

Watch for what’s most important to you. It may be as simple as noting the proximity of clinic locations, but it could be that you are interested in specialty areas of expertise, board certifications, or getting a sense of the practice philosophy. (Physicians, of course, have personalities just like the rest of us and you may be more comfortable with one than another.)

The ads that will most likely captivate you are ones that seem to speak directly to you. Every practice has a target audience, a group for whom their services are most meaningful. A meticulously crafted ad speaks to that audience with warmth, respect and knowledge. You’ll sense it in the tone, the style, the wording, and the images. Everything will work together to create an awareness of the physician and what he or she offers, seemingly tailored especially for you.

Sometimes the ad will feature a photo of the doctor or all the physicians in the practice. It may be the most prominent part of the ad or just a small inset. Including the photos is a way to begin building a relationship with you. But it’s not the only way, and the most effective ad campaigns feature a series of ads that align with the practice philosophy, but are not always dominated by physician photos. While you want to know about the physician, you also want to know that the physician is interested in you.

Look for content and visuals that communicate benefits, rather than just services provided (which can read like a laundry list). Most of us want to envision positive outcomes. We like ads depicting happy, healthy people loving life and each other.

Understandably, it isn’t always appropriate to depict people enjoying robust health. Ads can still be effective, even when circumstances are more serious. An oncologist’s ad will be very different from a pediatrician’s. Great care is taken to ensure that even tough messages are delivered with genuine respect and sensitivity.

Of course, advertising in the medical field has many legal restrictions to protect consumers. It’s why pharmaceutical ads have pages of disclosures accompanying them. Don’t expect a physician’s ad to include promises or guarantees. While the statements made must be accurate and understandable, it’s our responsibility as patients and potential patients to ask questions and get additional information so we can make informed decisions about our healthcare and the physicians who provide it.

Finally, great physicians may not have great ads. So you’ll want to rely on a number of different sources as you consider choosing a doctor.

Ads are intended to get your attention and then establish a rapport. They can make you smile, encourage you to learn more, introduce a new technology, or motivate you to make an appointment. There isn’t enough space to tell you everything you want to know. But advertising is an increasingly useful way for physicians to share a little about themselves with you and for you to gather important information (even simple impressions) about those professionals who play a key role in our health and wellbeing.

Go ahead. Try viewing an ad as an invitation and see how eager you are to respond. When you do, tell the physicians what got you there. They’ll appreciate your feedback and be glad you noticed their message to you.  

Margie Morris and the professional team at Morris Ink Advertising Agency delight in creating well-branded campaigns that resonate with target audiences, building confidence and trust with honest messages and compelling visuals.  The agency recently received the MarCom Award for excellence in creative achievement. Morris was also named winner of the Texas Paragon Award for Media and Public Awareness. Rural by choice, the agency is located in Sherman, Texas, where Morris has a dog named Hank.