Printed healthcare brochures are an educational tool that benefits both physicians and patients. The effectiveness of brochures in healthcare marketing often starts with designing a brochure that includes the information the doctor wants to share as well as containing information patients need to know about location, hours, and medical services available at the office. Even though healthcare brochures have been a successful educational marketing tool in the past, are they still useful in the digital world? Read below to discover the answer!
Effective Patient Education Brochures Start with Visuals
Many medical brochures make the mistake of including any and all information they have on each procedure performed by the office and each condition they treat. Quite frankly, no one wants to read what appears to be a small novel in a medical brochure. They also don’t want to squint to read small text on the brochure. Instead, minimize your text and let the visuals drive the copy.
List the conditions you treat as bullet points and include the highlights of each treatment. You can include visuals related to the condition or categorize them with graphics of body parts impacted by the condition. The goal of the brochure is not to make someone an expert on every condition you treat. The goal is to create interest in your services, increase awareness of your practice, and prompt the reader to go to your website for more information or to call and schedule an appointment.
Medical Brochure Covers Need To Attracts Patients
The cover is the first thing a patient sees when looking at a medical brochure. Don’t make the mistake of having a cover that contains too much information that is hard to process. The healthcare brochure cover should make the patient want to pick up the item and read the information. Your cover should feature an attractive picture with smiling faces that project the image of a friendly office.
Use these tips to create compelling healthcare brochure covers that are also attractive in appearance:
- Use large happy photos. Keep in mind that you want to show the end result of the treatment in any photos. Patients don’t want to think about possible procedure pain. They want to start smiling and enjoying activities, like the people in the photos, as soon as possible.
- Keep the word count down on the cover and in the medical brochure so patients do not feel overwhelmed. Use simple, benefit oriented statements in the headlines and titles. The patient will likely skim the headlines so grab their attention and guide their eyes through the copy. Keep your services listed in bullet form and share the benefits of coming to your office.
- Include your contact information and logo on the brochure cover. You can also have this information throughout the brochure, but it definitely belongs right on the cover of the brochure.
Types of Information to Include in Your Medical Brochure
- Specify Your Healthcare Services in Patient Brochures – There are hundreds of medical services your company can provide so keep the needs of the customer in mind by positioning your services by communicating the scope of the services you provide.
- Include a FAQ Section in Healthcare Brochures – Patients have questions and they want to be able to easily find the answers. Some of the common items they want answered include the cost, the benefits and risks, and if insurance will cover any of the cost. Your FAQ section allows you to bullet point important information and eliminate any initial concerns on the part of the patient. Not sure which questions to include in the brochure? Ask your staff for the most frequently asked questions they receive in the office so you can be sure the brochure information is relevant!
- Reviews are Important to Establish Patient Trust – Brochure marketing must satisfy the desire for information and trust on the part of the patient. You can build trust by featuring a customer reviews section that establishes credibility in the mind of the consumer. By adding a customer review section, readers are inclined to trust you since other customers vouch for your services.
- Include a Map of Your Location and Emergency Entrance Info for Easy Access to Your Staff. Maps and directions help patients find your physical location and also help them navigate the office or healthcare facility.
Don’t Forget a CTA in your Healthcare Brochure
Incorporating an effective call-to-action (CTA) is imperative to your success. A call-to-action in healthcare brochures gets your audience to take a desired action whether it is going to your website, calling the office or downloading information.
- CTA’s for Patients to Get Information – Providing accurate information and educational materials about medical conditions and treatment options is fundamental in building patient trust. It can lessen anxieties and fears on the part of a person and also showcase the medical provider as a reliable source of information. Some of the customizable, informative CTA options for your practice include “Learn More”, “Download Now,” and “Get Our Patient Guide”
- CTA’s for Patient Contact – Healthcare providers benefit from including highly visible contact information in their medical brochures. You can create instant engagement by inviting the reader to reach out to a representative right now. Contact info establishes a sense of ease and convenience for patients so include a CTA such as “Call Now”, “Book an Appointment Here,” and “Contact Us”
- CTA’s for Patient Participation – While an event that raises awareness for breast cancer, is suitable for an oncology specialist or an OB/GYN office, the act of marketing these events walks the line of legal compliance. You need to provide clear CTA’s to encourage event attendance while not giving patients a “hard sell” or overly promotional messaging. Keep the community benefit front and center as opposed to focusing on the medical office. Some effective patient participation CTA’s include “Register Here”, “Attend the Event,” and“Book Now”
The effectiveness of brochures in healthcare marketing relies on designing a brochure that is informative and easy to understand. If you need help with your healthcare brochures design and production, call us today.
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