By John Heggie, DC

When it comes to marketing and advertising your practice, you want to make sure your message is as powerful as possible so your marketing dollars are well-spent.
Consider the following points when designing an advertisement for the Yellow Pages, newspaper, a postcard, or a clinic brochure:

1. Determine what makes your practice different from others in your area. Choose the one most distinguishing characteristic and focus on it in your ads. Some examples may include caring for children, sports rehabilitation, senior care, or prenatal care. By differentiating your practice from others, you will target the market you want to attract to your practice.

2. Be concise in your ads and ensure ample use of white space. The fewer words you use, the more likely your ads will be read. People are busy and will spend a very short time looking at and reading ads. Keep it short and simple.

3. Use a professionally produced photograph in your advertisements. Patients generally feel more at ease if they see a picture of the doctor before making an appointment. Photos attract attention to your advertisement and are likely to make a patient feel more comfortable with the doctor.

4. Use a map in your ads. Many new patients will choose your practice if its location is close to their home or office. Make the location of your office prominent. Naming popular landmarks, interstate exits and crossroads located near your practice will make it easier for prospective patients to know how to find your office and thus more likely to schedule a visit. Using a well-designed map to direct patients to your office is an effective way to increase the response to your advertisement. It may also assist your CA to
properly communicate directions to new patients.

5. Add your web address to all advertisements. Most people have access to the Internet. Think of your website as an inexpensive brochure for the world to view.

6. Use the three-second rule in advertising. Have your family, friends, and patients test an ad you are considering before sending it to the press. Ask them to look at your advertisement for three seconds only. Then take it away and ask them what they remember. If they didn't get what you have determined is essential, it's time to revise the advertisement. Advertising firms realize that three seconds is about the time that someone spends looking at any one advertisement. That's why it is vitally important to keep it short and simple.

Producing successful advertisements is not easy. It takes time and practice. Following the basic advertising tips above will help you produce effective advertisements that will attract new patients to your practice.

Dr. Heggie is co-founder of the license-renewal company Lakeside Chiropractic Seminars. He is also co-owner of Lakeside Chiropractic of Lake Norman. The practice is located in Huntersville, N.C. He can be contacted at drheggie@dcseminars.com, 704-892-496,6 or via Lakeside Chiropractic Seminars’ website www.dcseminars.com