We see this as a tremendous step forward in reaching professional men and women in the health professions. We are enthusiastic about the potential in this arena. As I mentioned previously, competition for recruits is extremely keen. The keys to overcoming intense competition are hardworking recruiters and effective advertising. Advertising is the force multiplier which extends the recruiter's presence in the marketplace.
Effective advertising provides repeated exposure, which ultimately promotes public awareness.
Noteworthy is the lag time between funding authorization, budget execution, advertising product development, media placement and ultimately a response in the marketplace . The entire process is over two years and the answer is a well-supported and consistent funding stream. In the early 90s, the advertising budget saw a significant drop in funding. After experiencing recruiting difficulties in FY94 and 95, the advertising budget was restored. It took an additional two years to see any measurable impact.