Ricer R E, English J C, Frebault J P, Talanca J
Department of Family Medicine, Ohio State University, Columbus 43210.
Fam Med. 1989 Mar-Apr;21(2):144-6.
Advertising by physicians has become accepted by the public and is practically mandatory in today's competitive marketplace. This study evaluated the feasibility and effectiveness of a specific method of advertising a university family practice center by using fliers targeted to nearby neighborhoods. The fliers were inexpensive handbills describing the center's location and services, distributed to 23,000 households. Six months after distribution of the fliers, a randomized survey of 100 of these households was conducted to determine the fliers' success at increasing consumers' awareness of the center's location and altering consumers' attitudes and behavior concerning using the center's services. In 27% of the households, someone recalled receiving the flier. Half of these still had the fliers in their possession. Two thirds of those who remembered it thought the flier made them consider using the center, and half had called or visited the center. The results show that this technique was effective.
医生做广告已为公众所接受，在当今竞争激烈的市场中实际上已成为必需。本研究评估了一种通过向附近社区发放传单来为大学家庭医疗中心做广告的特定方法的可行性和有效性。这些传单是描述该中心位置和服务的廉价传单，分发给了23000户家庭。在发放传单六个月后，对其中100户家庭进行了随机调查，以确定传单在提高消费者对该中心位置的知晓度以及改变消费者对使用该中心服务的态度和行为方面是否成功。在27%的家庭中，有人记得收到过传单。其中一半人仍保留着传单。记得传单的人中有三分之二认为传单促使他们考虑使用该中心，并且有一半人已经打电话或前往过该中心。结果表明这种方法是有效的。
