Should Chiropractors Advertise in the Yellow Pages?

Here’s a question that has come in to this blog: “Should chiropractors advertise in the yellow pages?”

Twenty years ago, this wasn’t an issue.  There was but a single version of the Yellow Pages and being excluded from the sacred book was unthinkable.

Then came multiple VERSIONS of “the” yellow pages.  It seems every other month a new Yellow Page directory is being released.  One even calls itself the “real” Yellow Pages - can you remember which one?

In some marketing, being listed in each and every yellow pages can easily eat up your entire advertising budget.  That wouldn’t be a problem if yellow page advertising were powerful enough to stand alone.

Unfortunately, it’s not.  If you don’t believe me, believe the Yellow Pages themselves.  When the Yellow Page reps come to your town to sell advertising, they buy advertising in other media.  Suddenly, the various media in town are flooded with ads for the Yellow Pages.   Many yellow page directories advertise their resource using every media possible: radio, television, billboards and newspapers just to name a few.

It makes me laugh - it really does!  Once a year, you will be assaulted with a barrage of testimonials from business owners who “tell their story” of how the yellow pages increased business for them - and this message will be delivered in every way EXCEPT via the Yellow Pages.

So I’d LIKE to tell you that chiropractors can SKIP advertising in the Yellow Pages.  I’d LOVE to give you that good news - unfortunately I can’t do that.  Listing your business in the yellow page is ESSENTIAL.

However, the good news is that a display ad in the yellow pages is DEFINITELY optional!  You can definitely pass on the display ads - if you’ve got other forms of marketing in the mix!

One thing every chiropractor should be doing is to list your website URL in your yellow page ad.  Let prospective patients learn more about you on your chiropractic website instead of paying by the inch in the Yellow Pages.

Will a Yellow Page Ad Get New Patients for Your Chiropractic Practice

The “go-to” form of advertising for chiropractors is the yellow pages. However, if you think he is simply going to call the biggest ad on the page… think again.

To help illustrate this point, I ask clients to think about how THEY use the yellow pages to find a roofer. Unless you’ve recently been hammered by a natural disaster, you probably haven’t thought about hiring a roofer lately. (Trust me, your best potential patient isn’t thinking about needing your services until they start to hurt!)

So think about WHEN you’ll pick up the Yellow Pages to find a roofer. Chances are your roof is already leaking or is missing. As you scan the Yellow Pages, try to pay attention to the listings that are drawing your eye. Chances are, your thought processes are moving in this direction:

“Hmm… Ralph’s Roofing… big ad… oh, there’s his picture… he looks like a good guy. Let’s see what else is here. HEY! Ron’s Roofing… the listing is definitely smaller but I remember when my Aunt Harriet replaced her roof… she used Ron’s Roofing and he did a GREAT job for her!”

In essence… size doesn’t determine the success of a yellow pages ad. The success of your yellow pages ad is based on how FAMILIAR you are to your potential patients.

There’s an element of “Hey, I’ve HEARD of this place! They must be good.” Whether it’s Aunt Harriet… or the nice man on the radio…. familiarity breeds business!!!

Now, if you’re in a market where every chiropractor spends ALL his/her advertising dollars in the yellow pages… then you have a GREAT opportunity to find new patients by putting your message in front of your best potential customers.

Yellow Page ads are an essential part of your marketing mix. However, they should not make up the foundation of your advertising.  Reduce your ad and direct prospective patients to your chiropractic website.