Tips for a Successful Newspaper Insert

When creating a newspaper insert, many questions come to mind:

• How many inserts should I do?
• What can I use for content?
• What should be the call-to-action?

These are all important questions and the tips below offer guidance based on trends from ReSound market tests.

• We recommend a minimum circulation of 30,000 inserts
• Select zip codes to target your insert
  Full circulation runs are very costly.  It is recommended that you select zip codes that surround your practice, within a 20 mile radius. For areas that are densely populated, it may be best to shorten your radius.
• It is more cost effective to run 2 color versus 4 color
• Use the insert to promote an event or offer
  You need to motivate people to pick up the phone and schedule an appointment.  Examples of calls-to-action that generate interest include:

  EVENTS: Open house, consumer seminar, 3-day special event

  COUPON OFFERS:
  – A percentage off MSRP.  We recommend doing no less than 25% off
  – A dollar amount off the price of hearing instruments (such as $200)
  – Free batteries for the life of a hearing instrument purchased during a special event

• Use patient testimonials
  Find satisfied patients from your database and have them provide you with a picture and a testimonial.  This can be a powerful marketing weapon. People identify with others’ experiences