Welcome to The Healthcare Marketing Connection! This week we are looking at creating effective brochures. Many practices have brochures created without a clear intention on what the brochure should do and when the patient should receive them. Creating a usable, keepable brochure is the goal -- not just to have one because everyone else does. Brochures just sit around and collect dust when they provide no value, wasting your money and the patients time.

Great news here. I've been asked to lead a workshop in Las Vegas in January on "Online Strategies for Health Plans". The company is still putting the webpage and brochures together for the event, but I'll be talking about "Encouraging Engagement in Member Communications". I love to visit Vegas! I'll keep you updated on the seminar as we get closer to the end of January.

Tonight I'm going ice skating with 15, eleven year-olds. Bailey is turning 12 next week and we are having a "boy-girl" birthday party this year. I thought it would be best to be in a neutral, off-site place like an ice-skating rink. We're also preparing for homecoming next weekend (my first one). Homecoming is quite the endeavor -- dresses, heels, dinner, make-up parties...wow. I have three girls going to homecoming, prom and Sadie Hawkins four times each (9th - 12th grade). That is a lot of formal dresses in one house!

To your success!

Kelly

Five tips for creating effective practice brochures

Some practices think if they invest thousands of marketing dollars into a high-quality brochure, patients will be attracted to it simply because it's there and looks nice. The truth is that practices should really use a brochure as an educational marketing tool that patients can use to answer questions on their own. They key to an effective practice brochure is to provide patients with something new that makes them want to pick it up, read it, and keep it around long after they leave the office.

Here are a few tips to keep in mind when creating a practice brochure:

• Include helpful information that makes patients want to keep it, such as three tips to reduce scar tissue, or five steps to stay relaxed after your massage.
  
  
• Share benefits rather than updates on new features or equipment. For example, describing new technology or equipment available in your office doesn't attract interest, but showing patients how and why the new equipment helps them through less pain, faster appointments, etc will make them want to learn more.
  
  
• Provide a strong sales message on the front cover. For example, "Your health is our priority". This is your chance to grab the patient's attention and make the brochure keepable.
  
  
• Move the reader forward in the sales process. Accomplish an objective, such as answering common questions, and then ask the reader to call to make an appointment or visit your website for more detailed information.
  
  
• Ensure your contact information is easy to find and up to date. Always include your phone number, web address, hours of operation, location and directions.

Don't print expensive brochures simply because you should have them. Set objectives and make sure your brochure leads the reader to specific and helpful information about your practice.

(c) 2008, A Marketing Connection

Want to use this article in your ezine or web site? No problem! Just let me know at info@AMarketingConnection.com. I'll send you a short bio to include at the end of the article.

New E-coaching Program for Alternative Healthcare Practitioners

Coaching for Practice Marketing -- Get started today for just $1

Marketing and Copywriting expert Kelly Robbins, MA, and Acupuncturist and business coach Kevin Doherty, L.Ac, authors of Practice Evolution: The Ultimate Holistic Health Practice Success Kit, have designed a one-of-a-kind coaching program delivered in manageable chunks to your email box each week.

In the Practice Evolution E-Coaching Marketing Program you'll receive one one practice building tip or technique that is inexpensive, easy to implement, and is guaranteed to attract healthcare clients to your practice delivered via email each week.

Here are some of the things you'll learn to do in the Practice Evolution E-Coaching System:

• Get out of survival mode
• Stop confusion about how to get new clients in the door
• Learn to create multiple price points in your services so you have options for everyone
• How to add thousands of dollars a month in additional income
• Spend less time on marketing
• How to bring back patients that quit coming
• Easy ways to get referrals
• How to work with other practitioners in other modalities and double your client base
• Prevent burn-out
• Have more time to treat patients
• Use your patients as your sales team
• What you control in your business and what you don't
• Hiring a support staff
• How to attract patients without spending any money on advertising
• How to triple the amount each client spends
• And more!!

All we ask from you is that you commit to one hour each week for 52 weeks. Make the commitment to yourself and to the success of your practice to spend a minimum of one hour each week on your marketing.

Work at your own pace.
Implement and master one business building concept at a time
Get started today for only $1!

Register now: www.practiceevolutionecoaching.com

This week Kelly recommends www.alexa.com. This is a useful site to check on how your website is rated, how many visitors you have, what other websites you are linked to. Just simply click on traffic rankings and type in your full web address.

If you have any other great resources you'd like me to share with everyone, let me know and I'll check it out. Kelly@AMarketingConnection.com

Boulder Writers Alliance (BWA) - September 23rd - I'm speaking on "Tips for Freelancing Success" at the BWA Expo: www.BWA.org.

World Research Group - Las Vegas January 26th - 28th, 2009 - "Encouraging Engagement in Member Communications".

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To learn more about healthcare copywriting and marketing, visit my Web site at www.AMarketingConnection.com/article_archives.shtml. There are tons of fr ee articles on a variety of helpful topics.