Direct Response vs. Seminar Advertising
In the medical marketing arena, we often have clients who ask us whether they should be involved in direct response advertising, seminar advertising, or both. Our response is generally that both forms of advertising can be very effective for their practice, but they should be utilized at the right time and in the correct circumstances.
This form of advertising encourages an action from an individual who is exposed to your advertising. Most often, these ads encourage viewers to call about special offers, visit for a free consultation, visit a website, etc. Direct response advertising is great for creating visibility to a wide audience of people who could be potentially interested in your product or service, and is very effective in attracting potential customers who are ready to take action immediately.
Those customers who are uncomfortable meeting one-on-one but are still interested in your services are perfect candidates for seminars. This is likewise another form of effective advertising, but involves more planning and caters to a different group of potential customers. Seminars can create a sense of camaraderie, where individuals with the same conditions can meet to learn solutions to their problems. When combined with a free meal or refreshments, seminars can drive hundreds of potential clients every month.