I know a good massage therapist who has been trying to connect with local medical offices, particularly those who serve the community of people living with fibromyalgia, with mixed success. She recently re-did her brochure for those offices and is now getting regular calls from people seeking appointments.
What changed? I think she made two important decisions for this brochure:
First, she included information on a new study that shows how effective massage can be for those living with fibromyalgia. Most importantly (because she has a scientific mindset), she asked a friend who doesn't think like a scientist to help her explain the study in non-medical, non-scientific terms. She trusted this friend's advice. She made the information accessible.
Second, she invested in a laser color printer so she could print her brochures in full color and on heavier card stock. It gave them a much professional look and feel. Her brochures now look like they belong in a doctors office, right alongside all the other professionally produced medical literature.
MTs (and other healing professionals) often focus on doing things economically (sometimes, even cheaply). We aren't high-dollar professions so we are cautious about spending money. We often think the content will overshadow the economy of the presentation.
However, our marketing material has to look like it actually belongs in the places we have it. It also has to respect the audience it's trying to attract and use language and images that matter to the people reading the information.
This may mean investing in good printing and good paper (for printed material). It may mean asking other professionals (printers, web developers, graphic designers) to work with us. It may also mean asking someone to review our material and make sure it makes sense, not to us but to the potential reader.
This MT did and it's paying off.
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