How to build the best physical therapy brochure collection for your clinic.
To Begin, think about content strategy first, design and cost last.
Most PTs will find this article while shopping for pre-designed brochure templates. Pre-designed templates make it easy to order quickly and move on. Check it off the list, DONE.
But if it’s time to order a brochure, it’s also a good time to rethink how it fits into your overall marketing system.
For example, if you use only one brochure for both patients and physicians, consider changing that to two brochures. By having a brochure for each audience, you can tell a different story to each. As a result, the brochures will speak to each audience in a more compelling way, thereby leading to increased engagement. Isn’t that the whole point of your brochure investment? If so, rather than water down your content strategy to purchase a “one size fits all” brochure, think about ways to build your brochure collection over time as part of a Strategic Marketing Plan (SMP).
Today’s post will use a consumer/patient brochure example. We’ll update this post with a physician example in the near future. Use the newsletter signup form at the bottom of the page if you want to receive it in your inbox.
Another important consideration is your advertising plans; do you want to feature your brochure in ads like the example shown below? If so, it’s best to create the brochure concept as part of the ad campaign.
Brochures With Two Purposes: Sales and Marketing
Brochures are important selling aids, but what if you could transform your brochures from sales assistants into marketing soldiers? Imagine having a digital and print army out there 24/7, armed with powerful brochures spurring new patient assessments.
To make that happen, your brochures need more than basic clinic information and a services list. Instead, the brochures should answer questions about diagnosis, treatment, and provider selection. For example, if your goal is to increase back pain assessments, which of the two brochures shown below do you think would work better, #1 or #2?
If you chose #2, you’re right. In ad campaigns featuring brochure #2, response rates are five times higher than brochure #1! Increasing response rates with improved advertising is the key to practice growth.
Read more about Practice Growth Step-By-Step.
Both brochures shown below have ordinary design, yet #2 outperforms #1 by at least 5-1. The critical difference is the content strategy. This shows how changing what you say and how you say it in your brochures can make a measurable difference in your results. For those that experience better brochure performance, advertising becomes a practice-building necessity!
Brochure Examples: #1 Underperformer | #2 Patient Generator