We advertise in the yellow pages of both of our local phone directories. Have you noticed how the phone book people come up with more categories for you to place an ad?
As surgeons, we have, general surgery, our multiple specialties, as well as plain old physician to choose from. There are so many choices that I usually have a hard time choosing. A few years ago I just stuck with general and physician.
The next year after we cut back on our categories, I noticed that our competitor did the same thing. Now the phone book company no longer officers the large list of categories.
Do you really think patients choose their surgeons by opening up the phone book?
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