Do Your Chiropractic Brochures Measure Up?

Chiropractic brochures are the mainstay of the most basic patient education and new patient marketing. How well do your current chiropractic brochures measure up to Patient Media chiropractic brochures?

Compare for yourself:

Chiropractic Brochure Eye Appeal

Eye appeal relates to the look and feel of a brochure. Is it enticing? Does its first impression speak highly of you and chiropractic? Would it draw a patient to take it from your brochure rack?

1. Design aesthetics. Don’t be misled by a recent copyright date! Even new brochures can look old by virtue of their poor design. Do your brochures have a contemporary design?

2. Graphics. Many brochures are merely a sea of gray type. Pictures resonate with today’s visual culture. Do the brochures use plenty of color photos? With captions? Other brochure suppliers make the mistake of putting pictures of people in pain on the covers! Do your current brochures offer hope—the essential ingredient of healing?

3. Print quality. This is highly subjective, however, does the paper feel good to the touch, or is it limp and cheap feeling? Are the colors true?

Chiropractic Brochure Readability

At Patient Media, we use a time-tested formula for computing how easy it is to comprehend the text of every brochure. (The Art of Readable Writing, Rudolf Flesch) This is determined by a complex formula that considers sentence length, average number of syllables per word, the frequency of personal pronouns and other nuances.

4. Readability. Simplicity is essential. Are your brochures written at the 8th grade reading level (like this paragraph) or simpler? Can’t tell? Pick the longest paragraph and count the number of words per sentence. More than 15 words per sentence spells trouble! This is a common mistake found in chiropractic brochures produced by chiropractors.

5. Font. Is the typeface for the text an easier-to-read serif font? Or do your your brochures use a san serif typeface for the body text?

6. Length. With a subject like chiropractic, it’s tempting to write too much. With the influence of the Internet and reduced attention spans of today's new patients, you must get to the point quickly. Patient Media brochures are less than 500 words and can be read by most people in about a minute. Even better, can patients get the message by merely looking at the pictures and reading the photo captions?

7. Font size. Most chiropractic brochures are printed using type that is an eye-straining 10-point. We use a larger 11-point font so it’s easier for today's aging baby boomers to read.

Chiropractic Brochure Content

Simply put, you can’t bore your patients into understanding chiropractic. Brochure content must be concise and patient relevant. That’s one reason you want to use chiropractic brochures, created for patients by patients. (Learn the importance of the patient's point of view.)

8. Conceptual flow. Stitched brochures (like a book) flow easily from page to page. But most chiropractic brochures with two folds create ambiguity. After reading panel 1, should you read panel 2 or panel 5? Patient Media brochures avoid this often overlooked usability issue with our unique double fold.

9. Mainstream philosophy. Some chiropractic brochures, especially those created by chiropractors, can't help but inject their point of view about chiropractic in their brochures. Remember, your brochures are for a patient, not a chiropractor!

This common fold configuration is confusing.
Patient Media brochures don't fold like this!

10. Contemporary citations. With every claim referenced with current citations, Patient Media brochures advance longstanding chiropractic principles. Are your brochures based on a single study? Do they represent the most contemporary thinking among chiropractors and researchers?

Did your brochures pass? If not, it's time to upgrade to patient brochures for patients, by patients! Check out the chiropractic brochures of Patient Media.