As you talk to dermatologists about broadcast radio and TV advertising, keep these key insights in mind to understand their unique marketing needs.
1. Acne is the most common skin disorder, affecting up to 50 million Americans.
In terms of using broadcast advertising, dermatologists should consider focusing on acne to connect with the widest possible audience and to generate the most new appointments.
2. After acne, moles/growths and skin cancer are most common cases.
Caucasians and men over 50 are at the highest risk for melanoma. If you are developing a skin cancer awareness campaign, you may consider targeting this demographic.
3. The median new weekly case load for a dermatologist practice is 50.
72% of those new cases are returning patients starting a new treatment plan. Be sure to talk to your client about their new patient retention plan as part of your overall marketing strategy.
4. Almost three quarters of all cases are functional and do not require cosmetic surgery.
While cosmetic surgery cases and spending is on the rise, dermatologists still make the vast majority of their revenue from nonsurgical treatments. The average fee for a functional case is $150, while cosmetic cases are double that amount.
5. Referrals are consider the most effective method for attracting new patients.
In the medical world, this should be no surprise for broadcasters. We can turn this fact to our advantage by focusing on awareness campaigns on air and online to encourage people to refer a loved one who may have a skin problem to a dermatologist or to brand local dermatologists in your area as THE expert on acne, moles/growths or skin cancer.
Sources:
Dermatology Market Overview, Hiner & Partners, Inc. of 212 practicing Board Certified Dermatologists (August, 2010)
