Suggestions for banner advertising
We offer these suggestions to banner advertisers to improve their response from pathologists.
First, we suggest designing your banner so that it takes only 5-10 seconds to read the entire message. Most pathologists are busy, and likely won't spend more time to read your banner. In fact, banners that take a long period of time often make the pathologist frustrated, which is not helpful. Limit your message to your strongest selling points, and put more information on the linked page.
Second, the banner should be pleasant to look at. Invest some extra time in the graphic design and overall message of your banner.
Third, link to a website page that tells the viewing pathologist what he or she needs to know in 30 seconds or less. Once a pathologist clicks on the banner, you have his or her attention, but not for long. Tell your story right away. You can provide additional details elsewhere. We recommend that you NOT link to a complicated Home Page, because pathologists may not take the time to navigate through your website to find the information they seek, unless it is extremely organized and logical (such as a list of antibodies). We also don't advise having "teaser" pages that give just a little information to pathologists, with the expectation that they will call you.
Fourth, we allow you to change your banner monthly for no additional charge. As a result, you can review your initial banner with your staff and any pathologists that you know, and make changes as needed. If you have new promotions, we suggest you incorporate them into your banners.
Finally, we suggest you send us New Product / Service announcements on a regular basis to maximize your exposure and provide the most current information regarding your company. They are posted for no additional charge, and will also be accompanied by your banner (GIF or JPG format).
Please contact Sara Halladay-Klakulak, 248/646-0325 or [email protected] if you have any questions or comments.