Printing like the pros

Optometric Management, Jun 1999 by Diecidue, Anthony S

With the technology in place, here's what you can achieve.

Last month, I discussed reasons why you should consider printing your own materials, and I talked about what kind of equipment you'd need to get started.

This month, I'd like to tell you how to put this money-saving technology to good use in your practice.

Getting your feet wet

We all use many different forms and documents in practice. To get your feet wet in publishing, start with something simple the public won't see, like your front desk fee schedule.

This document is generally used by the receptionist and isn't shown to the public. Because this is a simple document not needing graphics or special paper, I suggest using your word processing program.

Simply create a table with about 30 rows and two columns, and list your services and corresponding fees in the rows. It's easy to produce, and you can change fees anytime you like.

Next, you may want to tackle something your patients will see, such as your contact lens fitting agreement. Again, this is a simple word processing document that requires no special graphics or paper. After typing the information, set fonts and other characteristics for a good-looking, easy-to-read document.

Snazzy brochures

Creating professional-looking marketing tools is another cost-effective use of in-office publishing technology. Office brochures can be very informative and personal when you create them yourself.

You can use them to introduce yourself and your staff to your patients, and convey information about your office. You can also use a brochure to display your knowledge of particular eye maladies or new techniques, and even include coupons for referrals or glasses.

Using MS Publisher, we produced a tri-fold brochure that included photos of our doctors (yours truly included), biographies and office information. We printed it on our laser printer in black ink on special paper from an office supply store.

The result was an office brochure that rivals professional printing for only the cost of the paper. And, the best part is that if the information changes, we can revise it and print a new one before anyone notices.

Tips for first-timers

When publishing a brochure for the first time, use the wizards to guide you through the initial creation. Afterward, you'll have an opportunity to make changes or modifications to the brochure before you print it.

I've also found that using special papers makes brochures look much more professional than using plainJane white paper.

Taking it to the next level

When you're feeling confident, you want to publish your own office newsletter. Of all of the documents you can produce, this is probably the most difficult - but at the same time, the most rewarding.

A newsletter has multi-columns, can contain clip art or photos and has multiple fonts and text characteristics. I've had the most success with newsletters by using a word processor or publishing program.

Publishing a newsletter doesn't have to be difficult if you plan in advance what you want to say and how you want to say it. And once you've laid out the template, each successive newsletter gets easier.

Start by using the wizard to create a template. Be sure to split your word processing document into two or three columns if the wizard hasn't already done that.

Your word processor will make it easy with pre-set fonts for headings and subheadings. Just fill in the stories and add whatever graphics you choose to emphasize your point.

Like the pros

Getting your computer equipped to publish your own forms and documents can save money, and give you greater flexibility. I think you'll also find that it's rewarding and fun.

Questions about this article? You can email Dr. Diecidue at eyedoctor@writeme.com