Affordable TV Advertising: How to Generate New Patient Calls Without Breaking the Bank

By Stewart Gandolf
Chief Executive Officer

Tiny man holding up a huge tvMarketing-smart doctors want advertising results that are profitable—with an efficient Return-on-Investment (ROI), and a reasonable cost per lead. Whew…those are welcomed challenges in most marketplaces.

These days, competition is first-team tough and sophisticated. In some markets, healthcare providers can’t compete without television advertising doing the heavy lifting. The fact is, TV delivers a positive difference in your media mix.

The challenge is to win the battle for new patients with a cost-per-phone-lead between $200 and $400. But the impact doesn’t just end with a telephone call lead only. TV is a highly effective channel to engage consumers with a persuasive message.

Benefits of affordable TV advertising…

In addition to being cost-effective, TV advertising benefits include:

Television drives visitor traffic to your website. TV can bring you direct patient phone inquiries while helping you win the ongoing, online battle for patients. When television ads attract attention, visitor traffic spikes on your website and social media.

Television boosts recognition and reputation. TV brings an awareness factor that is tricky to measure. However, there is no doubt that TV ad exposure increases credibility as well as enhancing personal, professional and practice reputation with public and colleagues.

Television distinguishes and differentiates. TV is a powerful branding channel that sets your practice apart from the competition. TV advertising can create a durable, distinctive and positive perception that engenders trust.

Case example: cost-effective television pay-off…

Broadcast television advertising doesn’t fit in every healthcare marketing plan. Client goals and objectives will determine how TV is utilized in the marketing plan. In some cases Television advertising is not mandatory. But for others, creative television advertising can deliver significant reach and impact in many practice situations. (We can help you sort out those priorities.) In the following case example, television advertising produced a strong return for a medical weight loss center.

But before we came aboard, the client had been struggling for several months with new patient inquiries generated only from print ads. We found that the cost per inquiry was high with print. And, in the 30-day period prior to changing the media mix, the client had received 84 calls from people who had gone to their website, and they had received 14 calls via their paid search efforts.

The agency instituted a 25-day TV campaign from late December through late January. The gross investment of $17,500 generated 115 telephone calls at a cost per lead of $152. In addition to the efficient cost per lead, the website calls went from 84 calls without the TV campaign to 275 calls with the TV campaign, The paid search leads went from 14 calls without TV to 31 calls with TV.

Using TV in your media plan…

Of course, individual results will vary. But this is one illustration of how we stepped up to affordable television advertising. Let us help with the critical planning considerations that provide cost-effective media buying for TV placement. It’s generating new patient calls without breaking the bank.

Your business will benefit from our experience and television buying philosophy. There is a strategic science to buying efficient and results-oriented television schedules. Make an appointment to discuss market territory, competitive analysis, and budget for production and media placement. Connect with us at 800-656-0907.


Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



Your proposal will include:

Competitor Intel Icon
Competitor Intel
Recommendations Icon
Our Pricing Icon
Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

Headshot of Jonathan Calure
– Jonathan Calure, MD

List of recent conversions