Printed marketing materials are an effective way to reach potential clients and communicate the services you provide. Medical brochures, whether displayed in a waiting room, handed out at community events, or sent out as part of a mailing campaign, can offer comprehensive information in a visually striking package. However, there are some guidelines to follow when designing a medical brochure to ensure it makes an impact and presents your services in the best light. Your medical brochure should:
1. Include easy-to-scan content
Even if the subject of your medical brochure is attention-grabbing, the content within will be ignored if it appears too lengthy or displayed in large, unattractive blocks of text. The text portions of the brochure should be concise and organized. Subheads and bullet points will allow readers to easily scan over the content to decide whether the brochure deserves their full attention. In general, focus on problems your services can solve and address any major concerns that potential clients might have, such as the safety or efficacy of a certain medical procedure.
2. Highlight testimonials and FAQs
Regardless of how well the content of a brochure is written, client testimonials pack a bigger punch than just about any other way of presenting the benefits of your services. A few large-font quotes from satisfied clients will go a long way toward convincing new clients of your credibility.
A brief FAQ section is a great way to answer basic questions potential clients might have. If you’re not sure which types of questions to include in the FAQ section, ask your receptionist or customer service rep for ideas, since they typically spend a good deal of their workday answering client questions.
3. Use colorful graphics and effective photos
Medical brochures are a natural setting for colorful graphics that explain a particular service or product. It’s usually better to use illustrations for body parts rather than photos, which can turn off potential clients who might be squeamish. However, you can utilize photography in other sections of the brochure, such as a professionally-shot photo of your smiling medical team, or a stock photo of a doctor caring for a patient to evoke feelings of compassion and professional care.
4. Utilize white space
It’s not necessary to fill your brochure with information and graphics from edge to edge—the use of white space is an important factor in any type of visual marketing materials. Marketing research has found that white space helps readers skim the content more effectively, and it’s also associated with cleanliness, which is a vital connection for any medical business. The line between too much content and too much white space (and therefore not enough content) is tricky to define, which is why using pre-designed brochure templates or hiring the services of a professional graphic designer is best when investing in brochure marketing.
5. Print quality matters
Even if you have a professionally-designed medical brochure with content that’s compelling and easy to read, using cheap printing materials will turn off potential readers before they pick it up. Thin paper, uneven margins, blurry photos and smudged ink is not representative of a professional medical practice, so avoid the temptation of using a discount printing service or—even worse—printing brochures on your office printer.
At L+L Printers in San Diego, we know how effective brochure marketing can be, and we strive to provide the best high-quality printing services at prices that are affordable to medical practices and other small businesses. For more information on our range of printing services, fill out our contact form or call us at (858) 859-9044 for our San Diego office or (760) 477-0321 for our Carlsbad office.
