The National Stroke Foundation conducted independent research to evaluate the media campaign, asking the public to identify one or more signs of stroke, and how they learned about it. The results were ranked 1. Radio 2. GP brochures 3. Online 4. Free to air TV. However, the response rate for GP brochures continued to increase well after the campaign concluded, indicating the effectiveness of the brochures was significantly higher than first revealed.
The credibility of the family Doctor is reflected in the waiting room brochures. A portion of brochures are removed by waiting room visitors. The GP influence ensures the brochure content is highly valued, and results in the brochures being shared after initial interaction.
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Not for Profit organisation CPL was faced with a large challenge, to raise consumer awareness that the CPL service all children with development delays. CPL also aimed to generate opportunities to book face to face appointments with GP, to receive ongoing GP patient referrals. CPL used both a Tonic DL brochure in the patient waiting rooms, and a Tonic A4 GP information pack.
- CPL received in spike in prospective client phone calls over the DL brochure display campaign period.
- The CPL GP Pack included a fax back form, where GPs could request a face to face meeting with a representative from CPL. 7.6% of GPs faxed back this form to arrange a meeting. 64% of the GPs who responded met with a CPL Allied Health Manager.
GP Information packs can be used to create a relationship with GPs. A DL brochure in GP waiting rooms can drive phone calls from prospective clients.