Newspaper advertising versus direct mail marketing in a family practice: a hands-on approach.
This study compares newspaper advertising and direct mail marketing to attract private patients. Newsletter advertising was distributed to 92,251 homes throughout 1991 at a cost of $20,827.13. Newspaper advertising was conducted from August 28 to October 9, 1991 at a cost of $2,261.94. The newsletter attracted 101 new patients at a cost of $206.21 per patient and a mean response rate of 0.11%. No new patients were attracted through newspaper advertising.
C J
CJ
Godreau
D000329:Advertising / Q000191:economics* / Q000706:statistics & numerical data; D003196:Computer Graphics; D015709:Correspondence as Topic; D003362:Cost-Benefit Analysis; D005069:Evaluation Studies as Topic; D005194:Family Practice / Q000191:economics*; D005260:Female; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000191:economics / Q000379:methods* / Q000706:statistics & numerical data; D008838:Microcomputers; D009524:Newspapers as Topic; D010506:Periodicals as Topic; D014481:United States