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Creating an Effective Practice Brochure
How do prospective patients learn more about your practice? By reading your personalized and detailed practice literature. Maybe it tells them of your expertise in a certain specialty. Maybe it focuses on your differentiating practice philosophy. Maybe it welcomes all patients, or is addressed to a certain group. Whatever the role your brochure will play, take the time to be sure it’s done right. If someone has become interested enough in your practice to pick up your brochure, you want to be sure it works without a doubt to finalize their decision in your favor. Here are some basic tips you can use, whether you’re working on your own or with a copywriter or consultant, to create an effective brochure that communicates your skills successfully.
Organize Your Thoughts
First, identify the brochure’s role and function, which is based on your practice, evaluations, and goals. For example:
· To reach prospective patients in general
· To inform existing patients of new services
· To reach a specific patient segment (i.e., geriatric)
· To position your practice as cutting edge
· To inform about new procedures or technologies you offer
· To inform about your practice in general
Know Your Target Audience
· Families
· Men or women
· Seniors
· New residents of the area
· Those seeking a particular service
The combination of function and audience will lead to a “feeling” for the brochure. Is it upscale and subtle? This is often a good choice when the topic is expensive procedures, or difficult-to-discuss problems. Bright and friendly? A good idea for a family practice. A high-tech look? Superb for advanced equipment and cutting-edge technology.
Next, outline the content.
What is the most important point to include?
What is important about it? What’s the next most important point? And the next?
Your outline is practically finished.
· Include your mission statement and/or practice philosophy.
· Don’t forget pertinent insurance information: “Covered by most insurance,” “We accept most insurance.”
· Consider six-sentence biographies of the principals in the practice, highlighting schooling, achievements, years in practice. Unless you’re positive you’ll have no turnover, don’t include the entire office staff in a brochure that could be costly to update.
Writing Tips
Now you’re ready to write. Remember that not everyone has the patience or time to read every word of a brochure, no matter how informative or beautifully written it may be.
This is why appealing language, which is reasonably brief and to the point, is important to keep the reader reading.
· Use headlines to capture the reader’s interest and draw them into the body copy. Headlines can be phrased as a statement or questions, but should be enticing and not too wordy.
· Use repetition to make major points memorable.
· Recognizing that there will always be some readers who will only skim the information, make sure bold subheads coupled with the headline essentially tell your whole story. For example:
Head: “Show Off Perfect Legs This Summer”
Subhead: “Our Treatment Diminishes Spider Veins”
Subhead: “Advanced, Gentle Procedure in Our Comfortable Office:
Close: “Call Today and Be Ready For Summer”
“Our Office Accepts Most Insurance Plans”
Under each subhead, you would describe the services you offer and the benefits they’ll bring to the patient. But for the “skimmer” with spider veins and summer approaching, just reading the bold type tells everything – you can make her feel good about her legs, you can take care of her problem in your office, you’ll be gentle, and you’ll probably accept her insurance coverage.
Let your writing flow as you compose your copy.
· Be warm and personable, not technical.
· Get to the point.
· Don’t use professional terminology a layman may not understand.
· Don’t give a list of equipment or technology you possess. Highlighting and explaining of new or central pieces of equipment is acceptable.
· Tell patients what you can do for them, don’t be too technical about how you’ll do it.
· Briefly and clearly describe symptoms and let them recognize themselves as your patient.
Once you have helped the prospective patient identify him or herself in your description of the problem, explain why you are specifically qualified to help. Think of a potential patient asking, “Why should I choose you rather than someone else?” Create a list of what you and your practice have to offer, especially major factors that differentiate you from your competitors. Some answers might be:
Use your list as an aid from which you can elaborate on the training, techniques, and benefits you have to offer. Choose the most outstanding and appropriate information and convey it in succinct, interesting language that the reader can understand.
You may include some information about your office, such as comfortable, soothing environment and something about your staff, such as professional and highly trained to work as a team to meet your needs. If you accept most types of insurance, state that either in the main copy or in the closing.
Finally, sign off. Give a call to action, followed by your logo, name, phone number, e-mail, fax, web address and street address. It isn’t really understood why calls to action like, “Call now,” or, “Don’t wait, call us today,” actually motivate the reader to call, but they do. So utilize this proven method to create a simple, yet strong close that’s easily adaptable to your specific application, such as, “Call today and see the world better tomorrow,” or “Don’t let asthma keep you out of the game. Call our office for an exam and personalized service today!”
When you’ve finished your first draft, put the copy away for a while so that you can take a fresh look at it for editing. As you edit, you’ll be able to judge whether the first version was too relaxed and you can tighten it up.
Your goal should be to present a balanced picture of your compassion and concern for the patient, and your ability to answer his needs as a knowledgeable, dedicated professional.
Design Tips
A few simple design tips help your brochure invite readers inside.
· Use a dominant visual on the cover to catch the readers’ attention and cause them to read the head. It will serve to draw the reader into the whole piece by reflecting the major benefit that is promised by the brochure (i.e., you’ll look and feel better).
· Different sized photos appearing throughout the brochure serve to break up copy, making it pleasing to look at and easy to read.
· Photos are generally more appealing and generate a better reaction than illustrations. Strong, beautiful visuals help to support your claims.
· Typefaces should support a professional (not retail) image. They should be uncluttered and easy on the eyes to reinforce the health and esthetics message of the piece.
· Colors should be selected for tastefulness and beauty.
· A good copy flow means the reader’s eye always knows just where to go. Subheads set in bold type serve as a guide from one topic to the next.
A compelling, easy to read, and easy to understand brochure speaks for your practice long after you’ve closed the office for the night. And in the morning, you should have one more patient ready to request your services.
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