Six Ways To Improve All Your Medical Advertising
1. Is it clear?
listing all your procedures is not a great advertising campaign. when you strip an ad down to its core, it only needs a strong concept and a strong design. if its not clear what your message is, you should pull the junk out until it gets clear. You should have one big overriding idea running through your ad.
2. Is it memorable?
A lot of times this comes down to the design. Great photography is memorable. Powerful headlines are memorable. Amateurish design is not memorable. Theres so much going on in any kind of advertising format its critical you stand out. Look at your ad and think, whats the takeaway? Why are they reading this? What are they supposed to do?
3. Check the grid.
The grid is a design term for the invisible lines that hold the ad together and makes the elements line up properly. Bad advertising often looks rudimentary because it doesnt follow a grid - Its all over the place. The grid gives the ad an underlying logic and makes it look much more formal and put together. Doing this will always make your advertising look more professional.
4. Choose your type.
Pick two typefaces that work and use them on everything. This will give your marketing materials a uniform look. Your brochure, print ad and website will look more professional and related. People will more easily recognize your marketing materials. You will save time on every project.
5. Choose your color palette.
It gives you a unified look and makes you look put together. Pick a color identity and use it across all your marketing. Color conveys strong emotion and is memorable - two things you want in your advertising.
6. Get great photography.
The quality of your photography will reflect the quality of your practice. Choose a group of photos that represent your practice an use them on all your materials. The most powerful advertising photos are actual patients. Make sure youre trying to get the best quality before and afters you can. Learn to shoot portraits of your patients, not mug shots.
Seven Medical Copywriting Secrets
1. Write great headlines. People dont read copy, they scan it. Advertising great David Ogilvy said 80 cents of your advertising dollar is spent on the headline. Good headlines bracket the copy and get read much more. Spend 80% of your energy on the headlines. 2. Use you and your in the headline. if you put these words in your sentence it becomes more urgent and spoken more directly. It creates stronger emotion which creates stronger copy. 3. Create emotion. Medical advertising is not about the procedures, its about the way you feel after having them done. emotions are motivators. Trust, fear of pain, comfort, and pride, are just a few emotions that create powerful feelings in the reader. If you want people to remember it evoke an emotion. 4. write like you talk. If you want to sell tractors
Five Secrets To Designing A Practice Logo
A good logo makes all your advertising look more professional. Once a good logo is created it makes your advertising easier to create. It gives you a brand, palette and type style that can flow through all your marketing. 1. Choose a good name for the practice. Its very hard to sell a practice thats been branded heavily under a doctors name. Its also much easier to make a logo for SmileChicago than for The Practice Of Dr. Smedley K. Leibowitz. SmileChicago is just going to be a shorter, more interesting looking logo. Good names are also easily transferable. The first element of a good logo is a good name. 2. Choose (and use) good type. Type can convey all sorts of emotions. A wedding invitation looks like a wedding invitation because of the way its typeset and that loopy, cursive font. If you pick a couple of good typefaces for your practice youll be on your way to a identity for all