Smart practice brochures sell your practice
Your practice brochure is a great way to communicate what your practice is about. It’s a great way to tell patients about the high-quality care you provide. The majority of practice brochures are boring and have no real marketing value. A great brochure should motivate new patients and cases.
Key ingredients for your practice brochure:
Brand message
Does the brochure tell the patient why they should use your practice and not another? What experience might they expect?
Emotions
Patients buy emotionally.Does the brochure tap into those emotional needs and wants?
Visuals
Visuals should resonate with the patient. Can the patient image being the person in that picture?
Copy
We don’t always have time to read the full copy in a brochure, so make sure that the subheadings are snappy and get the key message across.
Colour
Colours can convey many emotions. Make sure you use the right emotional colours.
Calls to action
Energise the patient!
Benefits
Don’t confuse patients with science, sell them the benefits of your treatments.
Brochure pitfalls
Targeting
Make sure your brochure uses copy and images that resonate with your target market.
Sell
Selling is done mostly through the compelling copy.
Size
A good copy is as big as it needs to be. Don’t fall into the trap of trying to squeeze everything onto a tri-fold sheet of paper.
Images
A picture paints a thousand words, so use Irish, original images that are big enough to see in detail.
Clinical images
Trust me, no one wants to see close up clinical images.