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Brochures are the advertising printing needs which have commercial and also informative purposes. Informative brochures are important in the medical field. When a company orders, for instance, an informative three-fold leaflet, the purpose is to inform people about the corporation or about something that it sells, about some merger with another corporation or just about a new promotion with terms and conditions. On the other hand, although medical institutions can do this, there is something else: preventive brochures -informative brochures about a certain illness, about a vaccination campaign, etc. This compiled information does not refer to the one who ordered it, but to public health. The commercial and advertising benefit of ordering it is that the brochure's design will automatically refer to the medical company or practice. How is it possible? In the previous section, we discussed the visual consistency as a key element to create a strong institutional identity. This consistency is based on one aspect: all the institution's designs have to keep steady benchmarks and stick to the same criterion. This way, when a recipient reads the information in a design that sticks to the same concept of its Logo and the other design's elements, he will subconsciously associate this useful information with the medical company or practice that ordered it.

Brochures are a very useful advertising tool, which many people use in the medical field. Medical center's advertising brochures, which list in detail the different specialties, the professionals, the staff, the facilities, etc. are very common. The distribution of brochures should also be taken into account. Both the delivery of brochures to places that are related to the medical field and sending them via mail have an effect on the recipient.

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Placing brochures in locations that are related to the medical field will make of your ad campaign a targeted campaign. Your brochures will reach just those people who are interested in them. This targeted campaign offers benefits as regards its costs and the achieved results. This means that organizing a targeted advertisement makes you save money, as you will not print spare brochures, but only a certain number of them for the interested group of people. As regards results, if the advertisement is properly placed, a great number of the people, who are given it, will be interested in the services it offers.

Another advantage of brochures is that, like doctors, «they get into your house». This means that well-designed brochures are not thrown away. Be it out of habit or pleasure, people tend to keep the brochure and take it home. Generally, they put it at their working place or in a place they know they usually use. This reminds people that the brochure is there because they are interested in what it offers. The other design elements do no offer this benefit; this constant reminder is very advantageous. However, we have to bear in mind that, in order for this to work out, the brochure has to be attractive, professional and effective from an advertising point of view.


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