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The most baffling print media for cosmetic plastic surgeons, cosmetic dermatologists and MediSpa1 is Yellow Pages advertising. One of the reasons is that the Internet campaign is now consuming some of the budget that was allocated for Yellow Pages. Timing is so critical. If you miss a deadline you are not visible for 12 – 18 months. Therefore, it is crucial to have a carefully developed Yellow Pages Advertising Campaign strategy.

However, this is not simple. You may be faced with more than one publisher with multiple books and multiple headings in the books that are all important to your Yellow Pages visibility. This also means dealing with multiple Yellow Pages reps that all see their books as “the only way”. The different books have different publishing schedules and fees for the same size ads, even within the same publishers

• How do you select which are the best books in which to advertise?
• How do you determine under which headings to advertise?
• Where do you place your major ads?
• Are referral lines good for smaller ads?

These are some of the many questions PUMC can assist you in overcoming.

PUMC takes the mystery out of your Yellow Pages advertising decisions. We will develop a strategic campaign with a 12 month budget that covers all of the books being considered, assuring that not all of your funds are expended on the first books to close. We also meet by phone with the Yellow Pages representatives to act as a buffer from their high pressure, sales and scare tactics.

Our team reviews all of the effective options for Yellow Pages advertising which include different headings offered, space ads versus in-column, special listings in the fronts of sections, multiple listings and other often complicated options offered by the Yellow Pages companies. We also explore areas outside of your immediate vicinity by researching buying and travel habits in outlying communities. If opportunities are discovered, then recommendations are made within the outlying books. Depending on your location this may mean advertising in neighboring states, which could provide you national rate reductions.

PUMC then develops ad copy concepts that incorporate your other print media concepts as well as your Internet presentation into the ad strategy. We take into consideration the need for color, white knockout and other graphic options that are offered by the publishing companies. We then work with the Yellow Pages companies, your own designer or develops ads with our own in-house designers. Realizing that if the ads are developed by the Yellow Pages companies there are no additional costs, PUMC will try, whenever possible, to utilize the publishing companies’ own art departments. However, PUMC will act as the art director and review all ads that are developed.

Once the final decisions are made and the insertions given to the representatives, PUMC reviews all of the contracts to insure that you, as the PUMC client, receive the most effective offers and specials that can be made. PUMC is unique because although we believe in Yellow Pages advertising, because we do not get a commission on the campaign we work very hard to insure that you have the best visibility with the most effective use of funds expended.

PUMC then develops specifications for tracking mechanisms to be utilized by your staff to track the effectiveness of the Yellow Pages Advertising Campaign throughout the year.
To receive information on how you can take advantage of PUMC’s expertise, click on “contact Us” to reach our Yellow Page Advertising Campaign staff, or call us toll free at 800-272-8436.
Your Yellow Pages campaign must now relate to your Internet campaign. PUMC has unique credentials in these two areas.

More information about what PUMC does.

1 Also known as medical spa, medical spas and medi spa including a franchise but not to be confused with Day Spa