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Dorland
Advertising Opportunities
Why Directories &
Buying Guides Should Be
Included in Your Marketing
Schedule
Dorland Healthcare Information directories
offer excellent advertising opportunities for organizations that want to
reach senior decision-makers in health and managed care organizations.
These publications include:
Discounts are provided to
advertisers in multiple publications.
Why Directory Advertising?
For many years directories have
been the closely held secret of savvy advertisers. That's because
directories have a number of very attractive characteristics,
including:
- Low cost
Compared to
other media, directories are a bargain. That's because directories have
tight, highly qualified circulations with little wasted circulation to
drive up advertising CPMs.
- Qualified responses
Few
buyers browse directories for fun. However, they are working
tools, used by people when they have a need for a particular service or
product. They view directory ads favorably because they
are helpful in making decisions. People who respond to directory
advertising are also ready to buy. Directory buyers use directories the
same way you use the phone book -- they look up friends, colleagues and,
most of all, vendors.
- Long ad
life
Directories are not read and discarded like magazines
and newsletters. They're retained for a year (or longer) and are often
shared with others. That's why your directory ad keeps working for you
-- month after month -- unlike "single-read" periodicals.
- High pass-along
rate
Directories are usually somewhat costly to purchase.
This expense factors into the circulation equation in another less
obvious way -- the high cost ensures a high "pass-along" rate. Directory
buyers often share this valuable and expensive resource with their
colleagues to get maximum value for their purchase. With more users per
book, your ad receives even greater exposure.
Most importantly, directory
advertising works. It produces qualified, cost-effective responses from
people who are ready to buy.
Leading healthcare organizations advertise
their services and products in the Resource Guide every year,
because it offers a proven and cost-effective way to reach important
managed care decision-makers.The Resource Guide circulation
consists of:
- Case Managers in
payer, provider and independent settings use the Guide
to make referrals.
- PPO & HMO Provider Contracting
Managers use the Guide to find specialized and alternate site
services and for provider contracting.
- Network Developers for Alternate-Site
Care use it for provider contracting, and providers use it for
subcontracting.
- Discharge Planners & Social Workers
use it to quickly identify resources for special needs and
out-of-area clients.
- EAP, Benefits & Occupational Health
use the listings for substance abuse programs to serve employees
anywhere in the U.S. They also access the eldercare resources -- nursing
facilities, adult day care, hospices -- as well as clearinghouses and
voluntary and self-help organizations.
- Worker's Compensation
Managers
- Rehabilitation Professionals use the
listings to make cross-setting referrals and to locate hard-to-find
resources.
The Guide has a guaranteed minimum
circulation of 20,000 volumes, with pass-around use estimated at 50,000.
It also exists as a free, searchable Internet directory at www.cmrg.com which receives
approximately 750,000 hits per month.
Click Here for Print
Directory Rates & Detailed Information
Click Here for Internet
Advertising Rates & Detailed Information
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