This morning, a dental website
client asked me what should go on his business card. The answer is, when it comes to a business card, keep it simple — and visual. As for information, your practice name, phone, physical address are the gold standard. Today, you also need your website and the office’s main email address
, if that account is checked throughout the workday. If no one checks email, leave the email address off the card.
Because printing has come a long way, baby, since the 80s, a full-color card with a front and back imprint, rounded corners, and gloss finish costs about the same as the old black and white, one-sided cards with a matte finish and stock logo. So, I like to put the website address on the back of the card, rather large so that it’s easily seen, and with title case lettering, like: www.ModernDentalMarketing.com. You can employ a graphic artist to come up with an eye-catching design that will make people think twice before throwing your business card in the trash when cleaning their wallets and purses.
The Appointment Card
In addition to the business card, you need an appointment reminder card. I do not suggest that the business card, which you’d use when you’re out and about, at meetings, or with friends and neighbors, feature the appointment reminder blanks on the back. I think, from a professional standpoint, the two are separate. Your appointment reminder cards can look like your business cards on the front, but the web address should go on the front, and the appointment reminder blanks on the back.
Another consideration is the QR code
. If you’ve noticed that a vast majority of your patient base and fellow citizens of the community use smart phones and tablets all day, every day, you might consider adding a free QR code to your business card, under the website on the back of the card. QR stands for quick response. In short, a QR is a digitally generated, square code that can be scanned with a QR reader app on a smart phone or tablet. When the code registers on the device, the user is automatically redirected to the destination you chose when making your QR code. You have many options. A QR code can direct a device to dial a number – ideal for pizza delivery businesses, but not really important for dentists. A QR code can also lead to a web page, like your website, Facebook page, or blog. One great way to use a QR code is to direct patients to your Google+ Local profile, where they can see your map, leave an online review, and access your contact information. QR codes are free and fast to create; many websites offer them. Simply google “free QR code,” and follow the simple instructions. If you’re interested in tracking the traffic on your QR code, talk to your web hosting company about QR tracking through Google Analytics.
Where to Order Business Cards
The quality and appearance of your business card may be the first impression a potential patient has of your dental practice. Do not neglect quality, or you’ll send the wrong message and attract the wrong type of patients. VistaPrint.com
offers a good product at a low cost. However, you have to either create your layout using their WYSIWYG (what you see is what you get) tools or upload a completed design. If you do not upload high-resolution images, you may be sorely disappointed in the appearance of your cards. Paying a few hundred dollars to create a high-quality, custom design for your business card is a one-time investment, and you can order cards based on that design for years to come. Another option is going to your local printer. If you don’t have a golf buddy or neighbor in the printing business, call your chamber of commerce for a referral.