Knowing what to say and how to say it are two of the biggest marketing challenges faced by practice owners. It is easy to become overwhelmed with choices and not as easy to eliminate concepts. When it comes to your print campaigns and promotions, follow these design guidelines that will support your marketing goals and generate more business for your clinic.
Cost should not be the driving factor in determining what type of print campaign to run. Too often, practice owners try to go with the cheapest option (usually a postcard) and attempt to fit all their content into a small space. We recommend:
Choose a goal for each campaign and promotion. Do you want to reactivate past patients? Get referrals from new doctors’ offices? Introduce a new PT treatment option? Think about the goal and make sure all design elements are aligned towards achieving that goal.
Now, you have defined your messaging. Next, use the design to give different priorities or font categories to streamline that message. Some examples are:
Years of experience as the private practice marketing experts has taught us that the most common mistake is trying to cram too much information into a single campaign. Many practice owners look at the cost of a piece and want to feature as many promotions or incentives as possible in order to “maximize” the pieces’ value. But does that logic of “the more messaging, the better” really work?
No, more messaging equals more confusing and less initiative. Think about this—you send out a postcard for “Swing into Summer” featuring a couple golfing and talking about your shoulder pain rehabilitation services and the CTA of schedule your appointment to get back on the course today! What is the #1 takeaway for patients? Go to PT (asap!) so that they can play golf without pain.
Now think about the same postcard, Swing into Summer, but let’s add a list of all the services you provide, plus a coupon for a free water bottle, and a biography about the new PTA you recently hired. What is the #1 takeaway? It could still be: Go to PT so that you can golf without pain, or Wow look at all the services they provide, or Cool a free water bottle, or Great a new PTA joined the practice. Say 100% of people who receive the postcard read it. Probably 40% will take away the “Go to PT” messaging, 30% might be intrigued by the services (but not necessarily feel the need to go to PT), 20% might want a free water bottle, and 10% might like the new PTA’s bio. So roughly 40% of your recipients will see you for PT.
Think back to the clear, concise, and directive postcard version. There is only one takeaway- 100% of recipients will know to see you for PT. That’s 60% more potential patients to your clinic!
Let’s recap, the best PT print marketing designs have:
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