Challenge: Standing out with a foot and ankle specialist ad campaign in a competitive market
Jay Dye, a 38-year media sales veteran from NPG of Idaho, has sold everything in his career: newsprint, magazine, radio, digital, and broadcast TV. So, it’s no surprise he could help a local medical clinic gain its footing in their local market as the new doctor needed to stand out among other foot and ankle advertising.
“[The owner] is a foot and ankle doctor [who] grew up in Idaho Falls, attending local schools,” said Dye. “Upon graduation, they did internships in Utah before opening their new practice in September 2022. Their biggest challenge was to get their name out to the public and compete with the foot and ankle doctors that have been in the area for decades. One of their biggest challenges was determining whether they should even advertise, since none of the other doctors were doing it.”
Solution: Use AdMall’s Local Account Intelligence Report to better understand the industry
To create a compelling foot and ankle specialist ad campaign, Dye looked to AdMall to gain knowledge about this specific medical industry.
“With the use of AdMall, I was able to do the necessary research on trends and budgets used by medical professionals in preparing my presentation for the client,” said Dye. “We found several facts, as well as the average percentage of dollars spent on marketing with nationwide medical professionals. He decided that he would apply what these doctors [are spending] and signed a great branding campaign with 15 second spots.”
Result: An annual foot and ankle campaign and a new client
Dye had experience in the media sales field, but was new to AdMall, having only used the product for two years. But in that time, he figured out how to best leverage the research available to him. This led to closing a 12-month foot and ankle specialist ad campaign with the client for a total of $15,000.
For those sales reps who aren’t sure how to best use AdMall, Dye wanted to share his personal experience and recommendations.
“I have been using AdMall for the past two years with my favorite areas being marketing percentages and the quotable facts,” said Dye. “Most of my [sales] presentations include things from AdMall, including digital ratings.”
“AdMall is very easy to operate and didn't take long [for me] to catch on to how effective it can be in preparing my presentations for clients. I highly recommend AdMall to other sales reps that are looking for a quick source for information for their clients.”
AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.
Everything from market demographics, consumer spending, marketing/budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.
More About: Podiatrists
These practitioners diagnose and treat diseases and painful conditions of the foot, as well as the body's lower extremities. Practitioners have a degree of D.P.M. (Doctor of Podiatric Medicine) and operate private or group practices in their own offices (e.g., centers, clinics) or in the facilities of others, such as hospitals or HMO medical centers. The trend toward group practices is growing, as is podiatrists' use of satellite offices.
There are approximately 10,900 businesses in this industry and revenue totals $6 billion.