Although the majority of the marketing for your optometry practice will likely focus on social media and other online marketing, some basic printed materials still remain essential for any small business. Business cards are one of the primary forms of print collateral still used by most optometry practices, and you’ll find they come in handy in a wide variety of situations – from networking with other optometrists or local businesses, to staying connected with older clients or those who may not be as active online, to directing potential customers to your website, to encouraging existing patients to leave you an online review, and many more. Business cards are unique in that they offer the opportunity to share your information quickly when time is limited; it’s much easier to hand out a card in passing than to spell out your website URL. You never know when you will interact with a potential patient, and you’ll want to have a simple, convenient way to tell them about your business so that they remember you. Furthermore, due to their small size and relative simplicity, business cards are a minor investment compared to other more expensive marketing materials.
A business card can be a powerful branding tool for your optometry practice, provided it is professional looking, well-designed and reflects positively on your business. For the best possible business card design, we recommend seeking professional and specialized optometrist marketing support, rather than going the DIY-route. Whatever you decide, this article will help guide you through the business card selection and design processes, including creative ideas and common mistakes to avoid.
What Are Your Goals?
A business card can help you achieve many different goals, so it’s best to determine what your primary and secondary goals are before getting to the design of the card. For example, if your goal is to direct people to your website and drive up your web traffic, be sure to include your website on the card. If your goal is to encourage existing clients to leave you a review, ask them to do so and direct them to your primary review platform (just pick one – whether it be Yelp, Google Reviews, Facebook or somewhere else). If your goal is to build a sense of community and encourage online engagement, perhaps you should include your social media account information. If your goal is simply to make a lasting impression, focus less on the content and more on the visual design and uniqueness of the card. Whatever your goals are, you want to make sure people have at least one easy way to get into contact with you — so definitely include one primary form of contact information on there, whether that be your phone number, physical address or email address. In general, it’s a good idea to limit the amount of information and number of options you include on your card so as not to overwhelm or confuse people. A general rule is to shoot for around three key pieces of information on the card. In the medical field, remember that it may be important to include your qualifications on the card as well. Once you have your goals clearly outlined, you can turn your focus to the design of the card.
Designing Your Optometry Business Cards
Now for the fun part: the business card design! Below are a few key design elements to keep in mind when selecting or designing a business card for your optometry practice:
- Keep it simple: The number one rule when it comes to designing a business card is to avoid filling the card with too much text or unnecessary information. You want the design to be simple and visually impactful, not cluttered or busy looking. Especially in the field of optometry, you want to make sure the text on your business card is clear and legible. It’s a good idea to stick to bold, simple fonts rather than hard-to-read cursive or overly complex lettering.
- Align with your brand: Make sure your business card aligns with your branding and is consistent with your other marketing materials, whether they be printed or online. Be sure to use your logo if you have one and try to stick to a consistent color scheme. A clear brand for your optometry practice will help build recognition among your community and look more professional.
- Pay very close attention to detail: Mistakes like spelling errors or incorrect contact information on your website can be edited and corrected relatively easily, but are irreversible when it comes to printed marketing material. Chances are, you’ll be ordering your business cards in bulk to save money. Therefore, it is crucial that you carefully check, double check and triple check all of the information on your business card to avoid costly mistakes.
- Don’t shy away from color: Studies show that a colored business card typically lasts 10x longer than a standard white card. Stick to the primary colors of your brand, but don’t be afraid to be bold!
- Aim for professionalism: Remember that your card is a reflection of your business. One survey found that 39% of people won’t do business with you if your card is cheap or unprofessional looking. Simple things like a professional design, heavier weight cardstock or embossed lettering can make your business card appear more classy and professional.
- Finally, don’t be afraid to get creative with the design of your business cards! Keep reading and you will find creative ideas and inspiration in the sections below.
Optometry Business Card Mistakes to Avoid
Below are some of the most common business card mistakes that you should be careful to avoid:
- Spelling mistakes
- Incorrect or outdated contact information
- Lack of clarity on what the business does
- Too much information or ways to contact a business
- Hard to read text – font that is too small or not bold enough to see clearly
- Boring, bland design
- Cheap-looking design
- Lack of branding
- No value proposition (why they should choose your business above others)
- Harsh color schemes
- Odd proportions
- Poor quality paper
Considering the many things that can go wrong and the fact that the majority of business cards get thrown out, you may find it’s worth it to partner with a professional optometry marketing service that can ensure your business card is the best that it can be.
Eccentric Ideas to Stand Out
Just because business cards are small, doesn’t mean they can’t make a big impact! A boring business card is much more likely to get thrown out than a unique one. Below you will find some creative ideas to make sure your business cards stand out from the pack:
- Incorporate some visuals or imagery related to the field of optometry. This way, your profession or area of expertise won’t have to be explained using words alone. Think visual cues like eyeglasses, eyes or eye test charts that obviously associate with the services you provide. Visuals are more easily recalled by the human brain, so this strategy can make it easier for people to remember your card, and thus your practice. But remember, simple graphics tend to look best on business cards.
- Think outside the box! The actual shape of the business card doesn’t have to be the classic rectangle. Check out these unusual card shapes and design ideas for inspiration.
- Don’t be afraid to incorporate some humor if that’s the personality and voice of your business. One example we’ve seen used by optometrists is a double-sided business card that says “before” on one side with all the information slightly blurred, and “after” on the flip side with all the information perfectly clear. What other optometry jokes could you potentially use for inspiration? If your brand isn’t humorous or this seems unnatural for you, don’t force it.
- Remember, creativity can be very effective, but it’s more important that the card is legible and clear.
There are endless ideas and options to explore for optometry business cards — all you need is some imagination paired with professional design. A professional marketing or graphic design service will have many more ideas to help make sure your card leaves a lasting impression.
Need More Marketing Support?
Becoming a member of Professional Eye Care Associates of America (PECAA) will give you access to industry-focused business services, including marketing support, as well as group buying power to reduce costs, and a collaborative community of peers and experts who can share their insight and experience. Our PECAA Member Marketing Program will help grow your optometry practice through specialized marketing support and services, including website design and development, social media management and design and print services. If you are struggling with the design of your business card or any other marketing materials, we are here to help. Join PECAA today to take advantage of all these benefits and many more!