When designed well, brochures can act as consummate salespeople that sit in the lobbies of doctors’ offices, in the homes of your patients, and any other place you choose.  The degree to which those brochures actually help the provider varies widely.  Here are top three tips for improving the brochure marketing that we see in home health and physical therapy.

Throw Them Off a Bridge: If your brochures are sitting in a box in your office, they have a better chance of working for you if you throw them off an overpass. Do not hoard your marketing materials.  Every time you order a quantity of marketing materials (e.g. brochures, desk calendars, promotional magnets), have a schedule and a game plan for distributing them. If you have an old stock of marketing materials in your office, now is the time to make a strategy and schedule for distributing them. Anything is better than letting them grow old in boxes. Consider stocking the brochure racks at local physician offices, pharmacies, DME stores, and other high traffic areas. Set them out at your own offices and give them to new patients.

Of course, willingness to distribute brochures effectively will depend partly on the cost per unit of the brochures compared to the potential return on investment. Counting the cost of design & writing fees, printing, and shipping, a brochure through Brazzell Marketing Agency typically costs 14 cents each for the first run. Future printings of the same design cost closer to 7 cents per brochure (see all printing and shipping prices here: low-cost brochure printing).  At this low cost, a home health agency with typical profit margins could distribute 5,000 brochures, get one patient, and still see a profitable return on investment.

Use Your Patient Voice: Too many home health brochures use the writing style of Medicare manuals. This is not how you talk to patients in real life, and it is not how you should talk to patients in your brochures. Home health nurses have many “voices.”  Listen to them speak to physician referral sources, to patients, and to each other, and you will hear three different sets of volume, cadence, intonation, and vocabularies. They do this because it is effective for optimal communication. Your brochures should do this, too. When writing to patients, use common, personable language. If the purpose of your brochure is to persuade physicians, use precise, technical, professional language.

Home health sales people often find that their patient oriented brochure does an ineffective job of communicating agency strengths to physicians. This is because, compared to patients, physicians take a different perspective and have different information needs. For this reason, some agencies find it helpful to have separate brochures / sales materials for physician marketing. Some agencies simply make a card that fits into the patient brochure to highlight the points that will be most important to medical referral sources.

Be Concise: Avoid generating sentences just to fill the space of a three-fold brochure. When the information required does not fill all 6 panels of a typical brochure, use typesetting, images, and other design elements to fill the void and to call attention to your most important point on each page.

Brazzell Marketing Agency provides full service assistance for your promotional materials. Since we specialize in home health and physical therapy marketing, we can actually participate in the strategy and creative process. Our prices are set to match the needs of small to medium size healthcare providers.

Brochure Design (with the writing you provide): Only $196*

Brochure Writing & Design: $359*

Print 5,000, full color, glossy, coated brochures on 100lb book paper for only $277 (plus taxes and shipping).*

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*All prices on this page accurate as of 2/8/18.