So, in my opening blog last week, I talked about one of my book projects, Sinking Your Teeth into Proper Dental Care, Second Edition. This week, I’d like to discuss its rather unusual hunt to find an audience.
I felt that the book’s biggest strength, in some ways, was that it was free; however, that turned out not to be the case. Oh, everyone lauded my commitment to take on such a project, but few were willing to take a chance putting it out there.
A few days before we did the print run, I landed in the hospital, and I was beside myself that I couldn’t get out there right away and pitch the book to the dental practices, health clinics, and community programs in the area. Then I decided that shameless marketing could work in my favor. I had my husband bring a stack of books to put on the windowsill, and I ensured that everyone who came in my room, from phlebotomist to nurse to surgeon take away a copy.
I was amazed at everyone’s reactions, which were incredibly positive, especially from those who also worked in underserved communities, where access to dental care is limited. This became a resource they could use to promote dental health in their areas.
When I got out of the hospital, I started pounding the pavement, going from one office to the next to see if anyone would be willing to keep a small display of the books in their waiting rooms, with the only effort on their part being to let me know when they needed more books so I could come deliver them. About a dozen practices from my initial efforts agreed to display the books.
Then, I hit a wall. I tried contacting the corporate/marketing offices of pharmacy chains to see if I could get a toe in the door, but because I wasn’t a “brand,” and because my product didn’t come with a price tag, they weren’t interested. Never mind that some isolated placements had generated a positive buzz.
I tried contacting the library system, but they only wanted fliers, not books. And if they liked it, they’d only let me put one copy in one library location in the system, so it would get minimal viewing, if any at all.
Next, I tried contacting my congressman to find out if there were any resources in the district that could help me move the books. The office said no, call the County Council. The County Council said to contact the Department of Health and Human Services. DHHS said they wouldn’t accept anything that wasn’t published by the county.
So, I’m back to pounding the pavement and hoping to come across someone with a bright idea about how to get a free health product into the hands of the people who need it. If you’ve got any ideas, please leave me a comment. I read every one.
Cheers till next Friday.
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