Getting Your Name Out:

The Use Of Business Cards

Everyone in the practice should be attentive to any and all opportunities to promote the practice. One of the easiest methods for doing so is by handing out business cards. This is not only effective, but also a commonly accepted practice in the business world.

Initially, each staff member could be given some of the doctor’s cards to distribute. Advise the staff to keep an ample supply of cards in their purse or wallet. Opportunities to hand them out will present themselves in a number of various situations. For example, when a person asks “What line of work are you in?” The staff person (and doctor) could answer the question, say a little about the practice and offer a business card or two.

One can take advantage of every day situations to hand them out, e.g. while at the grocery check-out counter and engaged in social conversation with the clerk, at the beauty salon, at the gas stations, the bank, etc. The list could go on and on. The idea is to keep a flow going all the time. Many practices have been built and expanded in just this fashion.

As your budget allows, print business cards for each of the staff with their names and positions on them. This instills each staff person with a feeling of importance and professionalism. They will also experience a heightened sense of pride when handing out one of their own cards.

A staff meeting should be held during which the significance of new patients/clients is discussed. Impress upon the staff that as each person takes more initiative for building the practice, everyone will experience the increased benefits. Establish “games” for the staff wherein the staff who distributes the most cards and brings in the most new patients/clients is rewarded with cash or some other valuable prize.

The most successful method of using cards to attract new patients/clients to the practice (and to determine whose card they came in on) is to have an offer printed on the back of the business cards which extends to the recipient either a complimentary initial visit or a substantial discount on a first visit. The prospect should be informed to bring the card with them to the first appointment. The receptionist could then record the name of the staff member as the referring source.

As there are endless variations on how to design a business card to suit your practice, you do not want to get caught up in never really being able to settle on just the “right” card.” Bear in mind the following guidelines:

• What type of image do you desire to promote? Casual? Vogue? Family-oriented? Conservative? “Down-home”? Whimsical? This is an important first step, as you will know what to gear toward and what to stay away from.
• Who is the public you will be promoting to? This fits in with the above. If you are primarily going to be promoting to executives and attorneys, for example, your design might tend to be more sophisticated, possibly even conservative. But if you want to attract families, you would proceed within a more traditional and genial framework.
• Develop a logo that identifies your practice, reveals your purpose or says something about the unique nature of your business.
• The style of type you choose should be consistent with your logo and image. For a children’s practice, using an Old English type style would not be fitting.
• Keep your cards uncluttered and easy to identify. Include on your card the name of the practice, your logo, your address and phone number and your name (or staff member’s name).
• Consider using at least two colors and a raised print on your cards. This is very effective when done on white card stock, and does not increase the cost appreciably.

There are many print shops these days that can print cards at fairly inexpensive rates. There are also shops that specialize in card printing. At either of these types of shops, personnel will be able to help you with different options available for color, design, and layout.

It is wise to visit at least a couple of shops before deciding to whom you will give your business. Choose the establishment that services you quickly, takes the time to discuss your needs, and helps you decide on a business card that you are truly pleased with.

Once you have business cards that you and your staff are proud to hand out, ensure you always have plenty in stock. Hand them out freely. Keep them at the front desk, in the exam and treatment rooms, etc. They are truly a strong marketing tool.

But they must be used!