1984 Creating an advertising brochure

Editor’s note: In 1984, a brochure was a key advertising vehicle for chiropractors. The author suggests what should be included in the brochure. Would you include all of these items today?

Since the Supreme Court decision of the late 1970s that let professionals advertise, chiropractors have increasingly used the media to get their message to the people. This is entirely in the spirit of B.J. Palmer, who used to post a sign that read, “Early to bed, early to rise, work like hell, and advertise.”

Many media can be used to get your message out. The simplest one is the personalized brochure that shows your picture, your office, your staff, and gives your message.

Personalized brochures are simple, straightforward, and quite easy to do. You just have to be organized.

And you do a host of other activities around your office. Each offers an opportunity to write a bit about yourself and teach your personal philosophy.

WHAT TO INCLUDE

Here are some suggestions on what to include under each of these topics:

• Your location. Your first goal is to help your patients find your office. Having a picture of you and your staff in front of your office with a small map showing directions is an excellent idea. It gives you the opportunity to get everyone in the picture and it also helps the patient who received your brochure from a friend to recognize your place when they pass it.

This picture may be placed on the front cover of your brochure. The map may be put on the bottom at the end.

• Your private office. This provides an ideal opportunity to do a formal or semi-formal portrait to display you, your diplomas and the other items that indicate dignity, solidity, and purpose. Use dramatic lighting. Take special care to arrange the furniture and other props (like skulls, spines, books, and charts) to best advantage.

The text under this photograph should talk about length of pre-chiropractic training, chiropractic training, and training since graduation, including specialization, organization, and family news. You may want to include a family portrait. If not, a carefully placed photograph of your family on the desk will say a lot.

• X-rays. These pictures are very simple. Place the operator, the tube, and the patient very close with the tube almost against the stomach of the patient. While this may not be clinically correct, it will show up properly in the picture.

The text that accompanies this photograph should emphasize the training of the operator, licensing, most advanced equipment, and the need to see films to understand the problem the patient has, to give the best care.

Patients are always wary of x-rays, and special care should be given to your copy to minimize this wariness.

• Patient adjustments. Photographs that show you adjusting a patient are a good opportunity to do some creative work. Arrange your adjusting room to highlight proper charts and signs. However, don’t over-clutter the picture.

Take time to compose your photograph carefully. Try to personalize what you are doing.

Look in the corners of your camera. Make sure that all lines are straight and the camera is focused.

• Consultation. Photographs can be either formal or informal, with just two chairs placed close together or in elaborate desk/chair combinations. Use the plan that best fits your style.

• Report of findings. Take photos in front of an x-ray view box. Although you usually use two view boxes to give a report, it is best if you shoot your pictures with both of them on, but with the patient in front of one and the other showing. You should be just to the side of it.

A-P views work best, as they show a curve nicely. The text can address proper care, type of care, and continuing care.

• Photographs of an exam. Include as many of your tools as possible in the photograph. Lay them out carefully. Dress your model in a gown and make sure the surrounding areas are carefully planned. Use charts and pictures around the model.

If you have an associate doctor, include him or her in the photograph. Write text that is supportive and avoid technical words.

• Financial policy. Write a summary of your financial policies concerning cash, credit, reimburse-ments, and terms of payment.

Some advice:

• Use black and white photographs. Black and white is much cheaper to print in brochures. Color photographs shot with fluorescent lighting will produce pictures that have a greenish tinge that is difficult to correct.

• Get model releases for your photographs. Get signed releases from all people in your photos — employees and patients.

Personal brochures are fun to make, fun to photograph, and fun to distribute. They can be used excellently for mailers, and they definitely increase business. Enjoy yourself and good luck in developing your brochure.

— Stanley Brody, DC
Jan.-Feb. 1984