How to make the most out of your brochure
Every one who is in practice needs to have a brochure. It's one of the few pieces of marketing that is a must whether your on private practice or a large group. Brochures are part of what's called practice collateral materials. They explain who you are, why a patient should see you, what you do, and what makes you special or what differentiates you from the rest of the world. They also help the potential patient feel comfortable with you.

Brochures are used to market your practice is many ways, but we have listed the 3 most common below.

1. Increase Awareness Among Current Patients
One of the most important messages you can send is to people you already know. These current patients are all potential referral sources. And, even though you may know all of the services you provide, they don't. A well written, informative brochure can sell your patients on procedures for themselves that they may not have known about and turn them into referral sources for new patients to your practice. The more they know the more they'll tell.

2. Sales tool for new patients
When a new patient first calls the practice to set an appointment they're nervous, and unsure about who you are and why they should choose you. Even if they've been referred by a friend, they are still skeptical. That's why a practice brochure is essential. It turns skeptical new patients into informed patients.The brochure gives them the information they need about you to feel comfortable sharing their problems with you. You aren't fixing their car, you're fixing them, and it's important to make sure they feel good about you, even before they meet you in person.

We recommend sending the brochure, a welcome letter, a patient-oriented doctor resume and any forms you need in a welcome kit. This way the patient knows all about you before they walk in the door.

3. New Patient Prospecting
The best way to use your brochure for new patient prospecting is to give the brochure away at function you attend, to friends, colleagues and patients. At trade shows, bridal shows, or other similar functions your practice brochure should act like a traveling sales person, giving information about you and your practice.

Brochure No No's
Your brochure has a single purpose to inform potential and current patients and referral sources about your practice. Unfortunatly many people try to repurpose their brochure to make it something it is not.

Brochures are not direct mail pieces, mailing 5000 brochures to your neighborhood is a waste of time and money. Direct mail requires an offer/discount, which in most cases your practice brochure will not have.

Brochures are not form holders, using your brochure to hold your forms is a waste of money, as you have just alientated your patients with forms they must fill out instead of excited them about the office.

Brochures are not rules and regulation sheets. Brochures should sell your practice, not dictate how much you'll pay if you miss an appointment.

Starting your brochure

Talking to your reader or "you oriented copy"
The first thing our copywriters think about when writing a brochure for a client is not the client. They think about the audience. Who is going to read it and what do they want and need to hear. What is the best way to communicate with them? For example, when you talk to mom's, do they want to hear about the high tech equipment you have, or how you keep their precious children comfortable. Do they want to see pictures of equipment or kids?

Think about the important things to the people you are writing for, then write to them using you oriented copy. Because after all this is all about them. For example: "You'll find an office designed with your comfort in mind, from the comfy neck pillows to the personalized headphone system, your comfort is our first concern."

Benefits and solutions
Your practice is special, do your patients know why? Sell your practices benefits in the brochure. Discuss how they can meet the needs of your patients and how they can solve the problems your patients might face. Remember that you are in practice because you solve a problem for your patients and thus, give them a benefit.

Photos and design
The design of your brochure should match or compliment the rest of your practice marketing materials. It should include large graphics of the type of people you are targetting. These should be photos of happy, healthy people. They should be stock photos, not pictures taken by your receptionist at lunch-unless she's a professional photographer and has signed releases. The brochure should be professionally designed and layed out to maximize space and copy.

Incorporate a call to action.
Say "call now to set an appointment " or "visit our website" with your practice contact information immediately following.

Have your brochure printed professionally
Although many people are tempted to use home computers and fancy paper from Office Depot or Staples, the frustration level and pure dissatifaction with this type of printing is high. Plus it makes you look schlocky, and not like the professional you are. Have your brochure printed on glossy stock preferably 100# book at a reputable printer. Have the brochure aqueus coated for a shiny finish.

Look at the brochures we offer, just click on your profession above.