September 16, 2019
by Ronita Mohan
The digital sphere has become the focus for marketing across industries, especially over the last few years. However, marketing brochures continue to have their own place, especially in the real estate and medical sectors.
For dentists with private practices, a marketing brochure is an excellent tool for reaching out to potential patients. Handing out brochures in your area, or leaving copies of them in restaurants and residence lobbies near you, will increase your footfall.
However, creating a brochure for your dental practice isn’t something that all dentists can undertake. Fortunately, there are online tools that offer brochure templates which you can easily customize for your practice.
Having chosen a template, here is what you need to know about making your dental practice brochure.
Who are you making your marketing brochure for? Your patients. You need to understand what your patients are looking for so you can create your brochure accordingly. Read more about buyer personas here to understand the process.
The importance of knowing your audience cannot be overlooked. The last thing you want to do is create a brochure that will put your patients off.
For a dental practice, the audience you are targeting is quite wide. You will be seeing everyone from children to the elderly. How do you cater to such a diverse audience?
You need to avoid limiting your brochure’s appeal. Don’t make it too cartoony or irreverent. Your focus should be on informing the spectrum of your audience.
The great thing about using brochure templates is that you can use the same template to create a number of brochures. So you can make one brochure that caters to young parents, and another that caters to established families, and another for senior patients.
Once you have a good understanding of who you are making your brochure for, you can start working on the actual content.
Your tone should be professional but also comforting. As you probably know, not everyone enjoys visiting the dentist—allay your readers’ fears by highlighting the benefits of your service, and not the process itself.
Use services like Grammarly to help you write your content. Add the Grammarly Chrome extension for ease of use.
Marketing brochure templates are already structured into a front page, middle page, and a back page. They also have sections dedicated to text, so you can easily overwrite the stock text. This will help guide the text you create. Each of the pages need to have a certain kind of text, as you will see below.
The front page should feature a strong headline and maybe even a subheading that will prompt potential patients to read further.
You have the option to be as bold as possible with your headline font, or ask your readers a question on the front page. The purpose of the front page is to get attention, so be as creative as possible.
Avoid putting too much information on your front page, however. This is the place to attract readers, not inform them.
The middle pages of your brochure is where you can include the main body of information. Tell readers about your services, your successes, and include testimonials, if you can.
Most brochure templates are tri-fold, which will give you three distinct sections to write content. Remember to give each section of text its own heading—this will make it easier for readers to skim the content and decide which section pertains to them.
The body text itself should also be brief. People do not have the time to read huge paragraphs. Summarize your services in a short list and use bullet points, which are easier to see and read.
The back page should have the least amount of information—this is your call to action page. Your middle pages should have already grasped your readers’ attention enough for them to want to find out how to reach you.
In other words, the focus of the back page of your marketing brochure is to share your contact details, your website address, and the address of your practice with potential patients.
You can also add pricing information for your various services here. But remember not to add too much text. One short paragraph and a few icons should be all you need to include.
A marketing brochure needs to have images, illustrations, and icons. As a dental practice doesn’t have that many products to sell, and your service can be a bit intimidating for customers, try to evoke positive feelings with your images.
This is where things get tricky. It is rare that you can take actual photos of your happy patients to include in the brochure—if you can do this, please do! So, you may have to rely on stock imagery.
Stock images have become far too common and people are able to recognize them with ease. If you can avoid them, do. Otherwise, try and choose images that you haven’t already seen a hundred times before.
If you don’t want to rely on stock images, you can try using illustrations instead. The tool you use to create your brochure template will also have options to add illustrations and icons.
Make use of these options as that will make your brochure look more creative, unique, and inviting.
One might think that branding isn’t very important for a dental practice, but it still is. Ensure that your logo is visible on the front and back pages, and is also placed prominently in the middle pages.
Aside from your logo, ensure that your branding is consistent with the fonts and colors you use. It may be tempting to choose attractive colors in your marketing brochure, but if it isn’t consistent with your dental practice’s branding, it might confuse patients. You don’t want them to wonder if they’re in the right place when they walk into your clinic.
You can read more about the importance of branding for professional services here.
Creating a marketing brochure for your dental practice doesn’t have to be an onerous task. With the right template, most of your work will be done.
You are then in charge of writing your content and choosing imagery that will appeal to your audience. Ensure that your branding is in place, and that your contact details are easily readable.
With these elements in place, your brochure will be ready for distribution in no time.
About the Author
Ronita Mohan is a content marketer at Venngage, the online infographic and design platform. Ronita is interested in a variety of topics related to digital marketing, visual content, and online engagement, which she enjoys researching and writing about. Twitter: @Venngage
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