When was the last time you saw a phone book lying around that actually gets used?
Some marketing experts may recall the time when the good and faithful printed Yellow Pages were a fundamental part of every doctor’s advertising effort. Sometimes it was the entire marketing plan. Everyone in the service area had at least one directory at hand and would use it when locating a needed resource.
But despite the relentless digital march of progress—the Internet, iPhones, Facebook and countless online look-up resources—some phone books and printed directories still survive.
Printed directories have been losing ground, and largely disappearing, for years. But if you’re still considering using Yellow Pages, consumer research says to use it if your audience falls into one of these categories:
- Reside in smaller, rural areas
- Have a high school education or less
- Have an annual income of less than $40,000
- Have limited access to a computer, the Internet or broadband
- Be among the Baby Boomer demographic group
These consumer categories may be more likely to still use Yellow Pages for various reasons, including lack of internet access or understanding of how performing a search for a healthcare provider works. If your target audience meets one of these profiles, it may be appropriate to continue Yellow Page advertising.
What can be useful to healthcare marketers is shifting your focus to adding locations in the Google My Business tool. In a nutshell, this free resource allows people to manage their online presence across Google’s search capabilities.
To go one step further, consider Moz. Moz will assist you with the finding and submitting locations to local directories. Moz’s software greatly helps with the search engine optimization efforts of a huge number of sites around the world. It’s even connected to Google My Business, giving users even more control over their locations.
Interested in taking your healthcare facility to the digital side? Contact TotalCom today!