20 Jan 7 Mistakes Doctors Make When Creating a Healthcare Brochure
A Healthcare brochure is not always considered to be the most important component of a marketing plan. It is often found that this component of marketing is where many providers overlook quality, and simply fulfill the unspoken requirement of having a brochure. However, all marketing is useful when done correctly and brochures are an easily distributed item that provide opportunity to promote your services. Here are some common mistakes to avoid when putting together a brochure for your practice:
Sizing
Brochures need to be large enough to get the message across, 8.5 x 11 bi-fold brochures are too small to present all the information that should be presented. In that same token, the idea that everything should fit on one page is not a wise one. Though the information should be presented in small burbs, space is essential and creates for a more readable document.
Unclear Objectives
Organizational brochures are made with the clear objective of obtaining new business, filling it with simple information is not enough to motivate readers to become your patients. Don’t simply inform and educate, motivate; selling yourself and your practice by providing specific benefits setting yourself apart from others you can achieve this motivation.
Trusting Your Brochure and Your Reputation to Marketing
With all of the stimulus the public is exposed to with the current state of the media, a generic template and bland words are not enough to keep a reader’s eye. You will need attractive visuals and a powerful call to action to encourage potential patients to give you a call-which is no easy feat. To get the job done right invest in a marketing strategist, a writer and a designer. Together, they will get the job done correctly.
Emotional Appeal
People buy with the heart not the head, especially in healthcare. Provide an emotional and personally appealing call to action by focusing on the patient, not so much technology and other cold medical specifics.
Pretty Practicality
Attractive visuals are important in a brochure, but if the document content is not readable it won’t matter how aesthetically pleasing it is. Clean lines and good eye flow are essential, graphics, colors and illustrations should all compliment the text. Pretty pictures aren’t enough to sell a patient.
Mirroring
Don’t make your brochure basic and generic- then you will portray to readers that you are a basic and generic doctor. Every aspect of your marketing should be a reflection of yourself and your practice; they should differentiate you from your competitors.
Wording
The text in your brochure should be in an active voice, fostering a connection between you and the reader while also portraying a sense of urgency encouraging a call to action. Use effective words in a conversational tone, be conscious of using basic but knowledgeable language so that your message can be understood by the reader while still communicating your professional expertise.