In this training video Dr. Vince Leone explains how doctors offering high‑value cash services (e.g., spinal decompression, peripheral neuropathy, weight loss, knee pain, functional medicine) can use newspaper advertising to attract pre‑educated, motivated patients. He argues that newspapers still reach the ideal demographic—older, home‑owning, financially stable readers who trust the medium. He recommends an advertorial/insert format (8×10 in freestanding piece) modeled after Dr. Manna’s “killer ads,” which educates readers about the problem, why prior treatments failed, the doctor’s solution, and a clear call to action. Typical costs are $1,000–$1,500 to reach 10‑15 k readers, yielding about 10–12 phone calls, 8–10 consultations, and roughly 50 % enrollment. He advises a 90‑day run, a 60‑day pause, and repeat testing, emphasizing a free 10‑minute consultation as the conversion step. Viewers are directed to a 50‑minute case study on drvinceleone.com and invited to email support@drvinceleone.com for questions.
Chapters
Hey everyone, Dr. Vince Leone here, and welcome to this training on using newspaper advertising to generate high-quality, pre-educated, pre-motivated new cash patients for your practice. And this is for the doctors that are offering, you know, cash services, high-value cash services such as spinal decompression, peripheral neuropathy, weight loss, knee pain, functional medicine, those types of things. And what happens is a lot of doctors, they only have like maybe 1 or 2 marketing avenues that are consistently generating new patients. And so the newspaper, you know, everyone's flocking to social media and that's great. It's a great avenue. Don't get me wrong. But what happens is we forget about the newspaper. And, you know, When I first started in peripheral neuropathy in 2010, seems like so long ago, but it's actually not that long ago, whatever, 11 years. But that's how I started to build my practice and did really well with it. And it— I remember I learned, if you remember the killer ads with Dr. Manna, that's how I learned. And that's again how I started generating good quality new patients that came in. They understood what I did. They appreciated it, they recognized me as an expert, and then they invested in their health. So let's talk about how to utilize the newspaper properly in terms of what you need, why it's important, and what type of results that you can expect. Now, if you are a doctor that are offering these high-value cash services or Would like to add a high-value cash service to your practice and add an extra $10,000 or all the way up to $50,000 a month fairly easily, I would recommend go check out my 50-minute case study. It's at drvinceleone.com. I walk through really soup to nuts, right, the 4 keys to adding a cash service, the marketing to do it. It's really, really informative and you will— it'll be a really good use of your time. So you can check that out at drvinceleone.com. But let's go ahead and get into newspaper advertising. Now, um, I recommend if possible— well, first of all, why do we like the newspaper? Primarily because it has the demographics that have our condition, right? So they, they're older, they own their own home, right? So they're stable, um, and they— there's some trust with the newspaper, right? They've gotten it forever, etc. And so when you're in the paper, there's just, you know, there's a little bit of celebrity status, but mostly they just, you know, they kind of trust the paper, so they kind of trust you. So that's why I like it. And so they have our condition, they have some money to invest in their health, and they, you know, they read the paper, usually cover to cover, if you can believe that these days, but it's true. So even though they've shrunken, Still valuable. So that's why we like the newspaper as one of your advertising campaigns. And I like to have about 5 going at once in terms of different types of marketing campaigns. But anyways, I would recommend instead of using like the full-page ads or, you know, the very pretty looking ads, I would recommend an advertorial format. Again, going back to Dr. Manna's Killer Ads. And so it looks like an article. It's educational in nature, it walks patients through, right? Hey, this is who I am, this is the problem that you're experiencing, these are the issues and the treatments that you've tried and why they don't work, this is what we do and who it's for and why it's so great, and this is what to do now. It's a very simple format, but it walks patients really— and there's— and I like to put in a picture of the doctor, I like to put in a testimonial, but it walks the patient sequentially. This is what you have. This is why the other things that you've tried has not worked. This is what we do and why it's so effective, and this is what to do now. And then you can drive them to a workshop or you can drive them straight to a consultation. So I like to do these in the insert format. So inserts where they actually— it's a freestanding piece of 8 by 10 paper and it goes into the, you know, It's inserted into the newspaper. I like to use those, it's a little more flexible. It's usually about $1,000 or $1,500 to reach around 10,000 to 15,000 people. And so what you can typically expect is usually around 10 to 12 calls, usually around 8 to 10 consultations, and then you should enroll about half of those into care. Now, is this gonna work perfectly every time? No. No. No advertising works perfectly every time. But the point is, is test it, right? It's a low investment cost. And what happens is you can usually run it for about 90 days and it still will be profitable. Then you want to take a break, right? And then you can either move into another niche or just stop for about 60 days and then you can add it back and go right back in and use that same ad as long as it worked before. So, um, so that's how to use newspaper advertising to generate high quality new patients. And again, why are they high quality? Because we didn't just offer a, um, like a low-ticket $47, you know, you get this, this, and this, and a couple visits, and, you know, an exam and x-rays, and, you know, a bowl of soup. You like— it's like you're not, you're not trying to get the people that are looking for the deal. You're trying to reach the people that have your condition and they're looking for a true solution. So we start educating them Right from the get-go, right? And that's why I love the advertorial format, is that it is educational in nature. We're able to convey what we do and differentiate ourselves. And then we— I recommend doing a free consultation, right? So that's not a free exam, that's not free x-rays or anything. It's a free consultation, 10 minutes to sit down with the doctor. If it seems like they're a good candidate for an evaluation, you let them know and then you move forward at your normal cost, right? That is a win-win for both sides because the patient has no charge to come in and see the doctor. And then if they— if it seems like they're a good candidate and they developed a rapport with you, then they will move forward to the evaluation, right? We got to just step by step, right? We don't want to try to do too much too fast. So here's some— a little bit of homework for you. Call up your newspaper, get what they call a media kit, right? And just, you know, You can go online, there'll be an advertising section. Just call up the rep, say, hey, can I get your media kit? I'm thinking about advertising in your paper. Get that, go through it, and just start to get some numbers. Okay? And certainly if you have any questions, you can email me at support@drvinceleone.com. So that's it for me today. Again, if this is something that you are currently offering but you're not getting as many new patients as you'd like, or you'd like to add one of these niches to your practice, check out drvinceleone.com. Again, that case study is highly informative. It will be a great use of your time. So, I'm Dr. Vince Leone. My goal is to help doctors increase freedom of time, energy, and wealth through these high-cash services. And I love doing what I do, and I think it's the way of the future for, for those doctors that are really striving for more in their life and their practice. So, take care and have a great day.
