Nothing’s static when you run a private practice, so locking your clinic’s messaging efforts into a single moment in time doesn’t make a lot of sense. It’s for this very reason that the tri-fold brochures of old have fallen out of favor with us here at BuildPT, replaced by more flexible and affordable rack card systems.
So what’s the draw? What makes rack card systems better than brochures, fliers and other printed marketing tools? Let’s explore some of the benefits:
Rack cards are specific
Rather than mention a service or treatment option as part of a bullet-point list in a brochure, rack cards allow you to truly spotlight what’s important to clients and referral sources and what sets you apart from other health care providers in your market. A rack card provides plenty of space for you to delve into a specific service or program (e.g., spine care, pelvic health, injury prevention and/or walk-in care), directly appealing to the needs and goals of potential clients and referral sources.
They are flexible
As your clinic grows, your rack card system will grow with you. And when changes occur in your clinic, a rack card system allows you to quickly adjust. If a program evolves or is eliminated, for instance, remove or replace the card, and the system remains intact.
They tell a story
Rack cards give you the option to craft very specific messages about your clinic, depending on the needs of a particular audience or person. Most effectively tell your story by giving patients and referral sources only the rack cards that are most meaningful to them.
What is physical therapy? What can a PT do for back pain? Can it help boost athletic performance? What about women’s health? Educating the public about the value of physical therapy should be a continuing goal for all PT clinics. Rack cards can prove an invaluable tool for driving these efforts.
Rack card systems can be scaled based on need as well as budget, making them a low-impact, affordable addition to your marketing strategy. Unlike trifolds or pricey mail marketing pieces, rack cards can be presented as a set or individually. If you discontinue a service or a staff member leaves, you’re not stuck paying for a redesign of an entire marketing piece.