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Signs and Wonders
How Can Your Clinic’s Sign Work For You?
By Jaime Hunt, BA, editor
Signs are everywhere. However, the value of signage is often underestimated by small business owners. Many people think of their signs as an afterthought. However, the United States Small Business Administration says signage is the least expensive, yet most effective form of advertising available, bringing in up to 50 percent of clients.
So what are the elements of a good sign? To compete in today’s competitive marketplace, a sign must work for you 24 hours a day, seven days a week, 365 days a year. Your sign creates the first impression many of your patients will have of your clinic, telling people who you are, where you are, and what you offer.
A successful sign involves more than attractively arranging logos and slogans; it also must take into consideration marketing, demographics, and an understanding of the visuals involved.
According to the International Sign Association, 85 percent of your costumers live or work within a five-mile radius of your business. When driving to and from work, school and shopping, they may pass your sign 50 to 60 times a month. You want your sign to be designed to attract attention every time a potential client passes it.
Additionally, make sure your sign is part of your overall marketing strategy. The name of your business, your logo, your company colors, and your mission (if applicable) should be consistent on your sign, your letterhead, your business cards, and any print advertising that you do.
Integrity Management, a chiropractic practice management group, offers these additional tips for your signage:
- Be sure the sign size is adequate for the building to allow ultimate business exposure. Work with a sign company and local codes to obtain the largest and most visible sign possible while maintaining a professional image. In some locations, multiple signs may be allowed and advisable.
- Keep the sign at eye level.
- Place the sign perpendicular to traffic flow. The possible exception may be if the building is located a distance from the road, in which case the sign may be attached to the face of the building. In many locations, both signs may be permitted.
- Avoid too much information on the sign. Avoid phone numbers, addresses, cute sayings, and all other superfluous information.
- Be sure the sign is lighted at night. Lighting can come from the interior, backlit individual letters, neon or via an exterior flood light.
- If possible, provide eye appeal by adding a visual attraction.
- Use colors for the sign that do not blend with the building’s exterior.
- Because “chiropractic,” “acupuncture,” and “massage therapy” are long words or phrases, frequently the height of its letters on the sign must be diminished in order to fit the word or words on the sign. As a result, a longer, narrower sign may be more suited than a square or nearly square sign. Be sure the letters are large enough by driving through the neighborhood and observing the signs that are the most attractive and eye catching. Stop and actually measure the size of the letters. Most practitioners are surprised at the actual letter size on an average sign. Because the sign is viewed from a distance and while moving, the letters do not appear as large as they actually are.
- In some locations, where exterior signs may be severely limited or prohibited, a sign on the interior of a window may be possible.
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