Internal Marketing: The secrets of an office brochure

Creating a brochure for a medical practice is more difficult than creating one for a business. Yet each needs to do the same thing, namely promote products and services. Business brochures follow a time tested rule for success. They give the reader information, news, helpful hints, and a description of product benefits. They compare price and performance to show customers that their company’s goods and services are better than the competition. They target their audience as specifically as possible and often include testimonials and demonstrations in support of product claims. They do this to get a competitive edge. And it works.

Practice brochures can do the same. They can use the same techniques as business brochures to achieve a competitive edge. However, to do this, to be the same but different, they must be changed in content and context from their counterparts in business and, more importantly, also reflect medicine’s ethical standards. Creating them to achieve a competitive edge for your practice will be helped by:

• Substituting successful outcomes and cure rates for product reliability.
• Substituting experience and number of procedures performed for product acceptance.
• Substituting before and after facts for product demonstrations and testimonials.
• Substituting specific, new medical technologies for industry news and information.
• Substituting women, who are responsible for making upwards of 70% percent of all health care decisions as the right demographic for any industry or business specific demographic.
  

Brochures techniques such as these will keep your internal marketing lively, interesting, informative and well focused - and give you the edge you want.