Friday, June 02, 2006

Chiropractic Business Cards

Ever noticed how many chiropractors carry around low quality business cards? The card is more than a resource for your contact information. If it was just for informational purposes, why don't we just print it on paper? Before patients ever step into your office, your business card is your store front. Aside from you, it's the only tangible impression they have of your practice. So after passing out some cards over a dinner party. Hopefully, you made a good impression and they kept your card. Two months have gone by and now they're searching for a chiropractor. The memory of their chance meeting with you two months ago have faded, but they're looking at your business card. Their impression of you has faded, so the only tangible impression of your practice is your card!

I see chiropractors skim on their card all the time. This is espcially evident among new chiropractors, but it permeates among established chiropractors as well. I'm not even surprised anymore when I come across one.

Common faux-pas's:
1.Printing free cards from sites such as vistaprint.

2.Using inappropriate generic stock designs.

3.Printing on thin paper

4.Cluttered with useless information

Free Cards
Companies such as VistaPrint produce great cards. I've used them myself and I recommend them. But I would steer you away from their popular free cards program. There's no strings attached, and as they promised, no hassles involved. However, the "cost" of the free cards is VistaPrint will print their own ad on the back of your card and lets the reader know that the card was printed free at VistaPrint. So what sort of impression are you making? If a doctor isn't willing to spend $100 on business cards, it raises questions.

Inappropriate Designs
Some cards are clearly printed with generic graphics chosen among several templates. I advise staying away from common generic graphics unless you're absolutely positive they're appropriate. Graphics involving the spine, human body, chiropractic logo are acceptable. But what does a tree have to do with chiropractic? (Explanations I've heard range from "I like the greenery" to "Tree is synonymous with life".)

Thin Paper
Nothing says low quality like flimsy business cards. Remember, this is your temporary store front.

Cluttered Cards
I've heard this rationale many times: "You're paying for the card, mind as well fill it up with as much info as possible." This isn't a buffet plate. Quantity does not equal value. Start looking at ads and billboards. When you clutter your forum, you confuse your audience and your message is lost. Go grab a corporate executive's business card. Study the minimalistic approach. Understand that information overload is easily reached on a 3x5 card.


Blogger Jeremiah Owyang said...

This is just me personally, but Business Cards are less effective as they once were to me.

I prefer a 'real' conversation, and authentic handshake and eye contact and genuine interest in my needs and concerns,

Of course, for some circles, it's appropriate to communicate online later via email or even blogging.

Net takeaway: Don't underestimate the value of personal interaction, the busieness card is only going to be used if the impression was worthile or the product was exceptional.

Put as much emphasis on your people skills as your business card quality

1:33 AM  
Blogger Les Chui said...

Jeremiah, I completely agree that business cards are not as vital as they were a generation ago. And no tool will ever trump the effect of a sincere face-to-face interaction, but I believe that many chiropractors do not put forth a consistent branding effort. One of the most common lapses are shoddy business cards. In the hierachy of marketing tools, I would certainly rank business card design far below interpersonal skills, but it is still an important link in your marketing chain.

12:47 AM  

Post a Comment

<< Home