Practice brochure basics
By Marc H. Sencer, MD

A practice brochure can be an effective marketing tool for your business. Whether you are creating a new brochure or updating your old one, today's quiz will give you a chance to test your knowledge of the basics.

Which of the following statements about practice brochures are correct?
A. A good practice brochure can be an effective direct-response marketing tool.
B. You should not include your office policies and procedures in the practice brochure.
C. Your practice brochure should be educational, with lots of copy that explains the science behind the treatments you offer.
D. You can and should save money by doing the graphics and design yourself.

As you decide on the answer to this question, keep in mind the purpose of the practice brochure is to create name recognition, which is accomplished over time.

A brochure allows prospective patients or referral sources to remember you and respond when they have a need for your services.

The practice brochure functions best when it is part of a campaign consisting of multiple promotions designed to provide you with name recognition such as a series of talks you give, promotional lunches, charity events, and other advertising in print, on the radio or television, or on the Web.

Handing out a well-executed brochure at functions is much more effective than simply giving prospects your business card.

"A" is false. Direct-response marketing refers to promotions that produce an immediate result — a "call to action." A coupon or offer for a free spinal exam is an example.

"B" is true. The brochure should be a promotional piece. Every inch of space should be dedicated to one function and one function only: Bringing patients into your practice.

There is nothing promotional about the phrase "All payments are due at the time of your visit." In fact, telling patients the rules they must follow in order to be your patient is a turn-off. Instead, use the space to tell them about the special things you do for them, such as, "Emergencies seen immediately" or "We accept most insurance."

"C" is false. The purpose of the brochure is to promote your practice — nothing more! Educating patients about the things you do is a fine goal, but it belongs in educational handouts, not in your practice brochure.

A well laid-out brochure uses pictures, graphics, and short bullet headers with very short paragraphs to get your message across.

Compare the phrase "My pain was gone after just one treatment!" with "Because extruded discs can enter the foraminal space compressing the origin of spinal nerves ..."

You will not impress your patients with your expertise by writing detailed educational pieces because studies have shown that people hardly ever read long advertising copy in its entirety.

The only educational material you need in the brochure are those facts that help to promote the practice or the treatment you offer.

Phrases such as: "Nonsurgical," "Rapid results without dangerous side effects," or "Shown effective in major university study" function both to educate and to promote.

"D" is false. Advertising must show that you are professional and trustworthy.

The way you answer these questions is by presenting your practice with a package that has a professional, modern appearance. For this, you need professionals who can translate your vision and ideas into a concrete product.

Good designers consult with you as often as it takes to get the exact result you want. A properly produced piece says more about your professionalism and the quality of your practice than anything else you could say in print.

Remember, a properly designed brochure can produce multiple returns on your investment.

Marc H. Sencer, MD, is the president and founder of MDs for DCs, which provides intensive one-on-one training, medical staffing, and ongoing practice management support to chiropractic integrated practices. He can be reached at 800-916-1462 or at www.mdsfordcs.com.