5 tips for the right practice brochure
I talk to many allied health practitioners often about marketing and branding. One common thing I see is people writing and then printing masses of brochures for their practice, that might look okay at first glance, but that isn't really telling people what you need them to hear.
In the current allied health space, times are changed from what they used to be. Clients are really customers. They have needs, wishes, stresses, concerns, wants, and they are looking to see who can help them with these. They want to know who is offering value for them. Does your brochure help them know these things about your practice?
When we are designing the content for our brochures, we need to keep the following in mind:
- Who are you writing it for? It may be more appropriate to have three brochures that speak to different target groups if you offer more than one type of service or benefit, than just having one generic brochure that is meant to be a ‘one size fits all’ – because they may not resonate with everyone.
- Don’t just list your services or what you do. I see this commonly. This makes it hard for readers to know how you can help them. Yes, you might offer driving assessments, but what does that mean for you readers – why do they need this? It is extremely important to talk about the benefits of your services in your written content.
- Images are a great inclusion to your brochure for adding visual engagement. When choosing images, choose something that is reflective of your service or your offering. Something people can relate to. This forms an important part of branding. If your brochure images tell a story of a hospital clinic, but you run a mindfulness clinic your customers can become confused. Use images to help tell your story. If you provide products, showcasing them in a brochure can help people understand what they are. For example, in one of my practices, I make thermoplastic splints – having a photo of what one might look like is essential in my field of expertise that I am promoting.
- How can your brochure be helpful? The easier you can make it for people to find you and refer to you the better, so making the brochure easy to navigate and find the referral information is important. Don’t make it too wordy and add in headings where you can so people can be directed to the right information.
- Avoid jargon! People just do not know some of the language we use. It is not wise to assume they do. I am an occupational therapist, and I can tell you that over time, I have learned very quickly that people do not truly understand the concept of an occupational therapy practice and what I can offer, so the choice of words I use is so important to describe the benefits of my practice. Avoid just writing jargon words without some kind of explanation or image that shows what you mean.
Happy brochure designing!