Your practice sign can be one of your most effective forms of advertising. It can create recognition of your office location and will also help patients -- and potential patients - identify and find you and your practice.
With its one-time development costs and repetitive exposures, the sign outside your office may give you the greatest return on investment. It will support your other marketing efforts and act as a free billboard to those passing by. Cutting corners or going without a practice sign could very well hinder potential patients from ever finding you.
- Continuous advertising: Twenty-four hours a day, seven days a week, every week of every month, all through the year.
- Branding: Clearly identifying your practice location to your patients and potential patients, making it easy to find your office.
- Exposure: Your sign will be read by many individuals in your community.
- Targeted advertising: Your practice sign is a targeted ad to those in your geographic area.
- One-time expense: Once your sign is designed and installed, no additional services should be required. However, there may be maintenance costs for lighting, paint, etc.
- Relatively inexpensive advertising: Considering the cost-per-thousand exposures (measuring the cost-effectiveness of advertising to 1,000 people), your practice sign may be the least expensive way to continually advertise your practice.
You may have signage guidelines depending on the location of your practice. But there are still important details to think through before purchasing a sign.
- Do signs, trees or other buildings obstruct the view of your building?
- Do local ordinances restrict your sign's size, height, color or setback from the road?
- Does your landlord or professional society place restrictions on signs?
- Do you maintain nighttime hours? Does traffic pass by your office at night?
- Does your building restrict construction options?
- From which direction(s) will patients be approaching your office?
- Will traffic be primarily pedestrian, vehicular or a combination of both?
- What is the architectural style of your office building?
- What are the styles of neighboring buildings and their signs?
For assistance with creating your design, contact a local sign company, which can advise you on design and placement.