The practice brochure is not dead!

Traditionally, one of the common ways to market an allied health practice was to send a letter to your referrers introducing yourself, sending your business cards, and printing brochures to drop off to referrers.  Although there are lots of mention in health care marketing literature that brochures are a good way to market, there is minimal actual evidence that tells us which ones work and what the return of investment is.

In a world where social media and online communication is very high, the good old brochure can be forgotten. I still think it has a place in our marketing in allied health, and here's why:

  1. People learn different ways.  Some people are visual learners, some enjoy reading online, others (like me) prefer to have something in their hand to read. I find it harder to read off a computer screen and am more likely to skip ahead than if I have something tangible in my hand. There must be other people out there like me.  If you think so, then consider re-launching the idea of a brochure for your practice.
  2. Online marketing moves fast! Platforms like Twitter are flat out! I find them so hard to keep up with, and unless you have a great online organisation filter and storage area, it can be hard to remember what you have seen, or remember where you saved that online information. Having a paper brochure means that referrers or potential clients can read about your wonderful benefits when they are in a space that allows greater consideration. Waiting in a specialists clinic, waiting to see their accountant, or whilst at their favourite coffee shop may be all ways that people can read about your services without having to be online (remember you will need to ensure you seek out places that you think your target audience will be and ask people if is okay to have your brochures).
  3. When a referrer knows about your service and wants to send a client to you, it can be helpful for them to have a brochure that they can give to the client about your services. It allows the client to get to know what you offer before they even arrive, and understand more about how you can help them. This can be in the form of an information sheet given to people post operatively by a surgeon if that is relevant to your practice, or it could be a fact sheet on 5 questions to ask your psychologist at the first appointment.  Think of content that is helpful for your referrer to use when sending clients to you.

By all means, keep on with your online marketing, but if you have not considered offline marketing much, or have and you are considering stopping – think again! There are many benefits to traditional methods of printed material, but you need to ensure you put a modern content marketing twist on your words and message you are sending in your brochure to give it impact. When was the last time you read your brochure?  Have a look at it this week and make a note of what might be good to change.

Marketing, Client Base, Referrer Base

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