Canoga Park, CA (PressExposure) May 03, 2011 -- 'Un-Advertising' is about getting other organizations, media, business owners and health care professionals, etc, in your community to toot the horn for you, instead of you having to promote yourself. This method was developed by Helmut G. Flasch, dental consulting expert and CEO of Doctor Relations.
"Piggyback your messages onto other organizations' existing communication channels to their public. It is like hooking onto a high speed train to travel to your destination versus trying to build your own railroad and train" says Flasch. This strategy builds trust and reputation very quickly in the community without advertising and the best of all, it does not require the budget as in traditional advertising.
To get your prospects to pay attention to your messages, you need a 'spark' - something that makes your prospects noticing you instead of your competitors. Without this initial spark, there is no fire that could start - thus no wind can spread this non-existing fire! Advertising is the wind and doing advertising without first establishing a position or perception which was put in people's minds by other sources than you will be a squandering of your marketing budget.
Flasch says "Your message must be believed, it must build trust, increase customer loyalty and make your practice stand out from your competition, especially in depressed economic times."
For doctors engaging in healthcare and dental advertising, if they do not wish to waste money in your healthcare and dental marketing efforts, they must include establishing trust and reputation in a broader and cheaper way. And that method is known as 'Un-advertising'.