Creating Your Practice Brochure

By Betty Sosnin

Your practice brochure may be the cornerstone of your marketing efforts. It should outline the services you offer, distinguish your practice from others and appeal to the readers’ brains and hearts. So don’t think of it as just something to pass along to patients.

The copy, or words, in your brochure should move readers to action. So the writer must understand your practice, the type of patients you wish to attract, the services you most want to sell and the features that differentiate your practice from others.

To create a strategic brochure:

• Find a writer and designer with healthcare experience. Review samples of their work, ask about their methodology and get professional references. Ask their references if the team was easy to work with, completed the project on time and on budget, and if they captured the essence of your organization.
• When reviewing samples, look for copy that is specific, easy to read and personalized. Watch for compelling headlines, pullout boxes that convey information to readers who only scan, prominent calls to action that include contact information, and design and photos that visually support the copy. 
• Be wary of writers who overpromise, produce unfocused copy or rely heavily on vague, generic phrases. These are signs of inexperienced or lazy writers. Also be wary of attractive failures -- brochures that look good but are not informative or differentiating.  
• Tell your team if you wish to use a single brochure for patients and referring physicians. If you get most of your patients from professional referrals, consider creating a brochure just for physicians. 
• Use your brochures. Give copies to new and existing patients and ask them to pass them on to others who want to enjoy high quality health care. Distribute them at health fairs and other events. Ask your employees to give them to their friends and relatives. 

A well-written and designed brochure can attract new patients, make patients aware of all the services you offer, generate referrals and actually boost your reputation. Every practice should have one.