Avoid these 6 mistakes

Business cards can do a lot to advance your patient-recruitment efforts, but to get the most from them, avoid these six mistakes:

1. Underutilizing the business card's 'real estate.' Put a simple map to your office on the back, give people three reasons why they should stop in, or provide information on how they can obtain a free consultation.

2. Using free business cards. Even if you are tempted, don't give in to these "freebies." Free cards look free (that is, cheap), so you waste a valuable first impression. Most are also "co-branded," which means you share advertising space with someone else. Free business cards are a prime example of "you get what you pay for."

3. Not including your logo and 'catchphrase.' You should already have a logo and catchphrase for your practice; use them both on your card. Just as with your other practice-marketing efforts, be consistent in using these tools to keep your image in the public awareness.

People who have seen your ad in a local newspaper and who see a different logo or no logo on your business card will be confused. And confused people don't buy.

4. Forgetting to include your e-mail or Web address. If you don't yet have an e-mail account or Web address, now is the time to get one.

5. Trying too hard to stand out. Avoid bizarre fonts and colors, crazy colored paper, and weird backgrounds. Your attempts to stand out can backfire by making you look nonprofessional.

6. Not proofreading your cards. Review everything carefully before you approve the cards. An incorrect telephone number or e-mail address is a costly mistake, even if it wasn't your fault.