SF,
Here's an interesting thing to check. The first year we opened, Excellus the BC/BS Cartel in our area didn't get Nancy in almost any of their product books and even dropped the ball on some of their web listings too, although that was better.
So like they would sign up a new employer group, hand out these books with docs to pick from and we weren't in there, so nobody knew to even try us! I was pissed to say the very least. So make sure if you are going to dance with the devil, at least you get what you were promised which is their promotion of you in all of the right places that they do so.
Also, try and get your local paper, even some of the smaller Pennysaver, or small town specific type ones to do an article about you and your practice. Try to figure out a hook about you or your practice. What is unique, important or different about your practice. Like the fact that you have been brought in for the purpose of bringing quality care to this underserved area. That sounds really good and casts you in a positive light. We told our personal story about fighting to stay in CNY even as the economic winds (they closed her residency in mid training, what an F'ing nightmare that was) were trying to get rid of us. And that Nancy is just a mom next store type, who wants to be that old fashioned local family doc.
First off this will make it more likely that they will do a story on you, and two try to make that "hook" fit the patients or people that you are really trying to get in. I used to run ads a lot at the begining when things were "slow" or "quiet", but nothing made the phone ring more than journalism. It really gives you a chance to show who you are and what you're all about. And I think part of it, whether the public is aware of it or not, is that an article about you gives you an air of "legitimacy" verses advertising. Anybody willing to pay can take out some ads, but you have to be somewhat "worthy" to get some free ink. And there is no advertising like free advertising....
Try it you'll like it..... Now my media consulting fee for this consultation is.... Break a leg.
Paul
