Advertising for a medical practice: leaflets, posters and graphics — ideas and examples

Industries9 min read · Updated: 03.11.2026

Example designs for this industry

See more inspiration →

Patients choose a practice differently from the way they choose a pizzeria. They are looking for trust, clear information and an easy way to book an appointment. That is why calm, legible and factual materials work best in healthcare. Below you will find the key printed items and graphics, 10 practical ideas, sample wording, colour choices and a calendar of occasions through the year. We also cover the mistakes that most often spoil the result or cause problems with your professional regulator.

Information or advertising? What healthcare practices may say

The rules differ from country to country. In Poland, for example, doctors and dentists may only inform patients about their services and may not advertise them. In the UK, healthcare practices may advertise, but every claim must comply with the CAP Code enforced by the Advertising Standards Authority (ASA) and with your regulator's guidance (the GMC for doctors, the GDC for dentists). In practice, factual information is safe: the services you offer, your specialism, qualifications, address, surgery hours, how to book and your prices. Evaluative slogans, comparisons with competitors, offers such as "second treatment free" and promises of results are where problems start.

In the UK, pharmacies may promote their services, but advertising prescription-only medicines to the public is prohibited. In Poland, pharmacy advertising is banned altogether. Physiotherapists and practitioner psychologists are regulated by the HCPC and bound by their professional bodies' codes of conduct, so check the rules before you print. Dietitians and nutritionists have more freedom, but they must not mislead, so avoid guarantees such as "you'll lose 10 kg" here too.

• Safe: name, title, specialism, services offered, address, phone number, hours, price list, directions, facilities (lift, parking).
• Risky: "the best", "painless", "guaranteed results", before-and-after photos, discounts on medical treatment, patient testimonials on leaflets.
• If in doubt: ask your regulator or professional body, or use the ASA's CAP Copy Advice service.

Which materials matter most in a practice and why

In healthcare, the materials doing the most work are the ones patients are handed or see in the waiting room. A business card with an appointment reminder on the back goes into a wallet and comes back out at reception. An information leaflet and price list answer questions that would otherwise come in by phone, while a sign and door stickers help people find the right entrance.

Social media graphics and a website banner complement print. Use them to publish surgery hours, rota changes and practical announcements. Keep one consistent style across all your materials, because consistency gives an impression of order and professionalism.

10 ideas for practice materials

Each of these ideas stays within the bounds of factual information, so they work just as well for a dentist as for a physiotherapist or dietitian.

• Appointment card on the back of your business card: leave lines on the reverse for the date and time of the next visit and the booking number. Patients get a reminder in their wallet, and you get fewer missed appointments.
• "How to prepare for your visit" leaflet: in DL format, set out step by step what to bring, whether to fast and how long the visit takes. It is pure information, and patients genuinely read it.
• A clear A4 price list in the waiting room: group services into sections and align prices to the right. Keep an A5 or DL version to hand out.
• Window poster with surgery hours: A3 or A2, with the hours in large type that can be read from several metres away. Add the phone number and the booking website address.
• Door and window stickers: opening hours, entrance signage, information about the lift or ramp. Choose the vinyl to suit the location, either inside-facing for glass or an outdoor UV-resistant film.
• Sign at the entrance: practice name, practitioner's name, specialism and floor. Less is more, as signs are read on the move.
• "Brave patient" certificate for children: at the dentist or paediatrician, a colourful A4 certificate makes the visit less daunting. Leave space to write the child's name.
• Roll-up banner for open days and health fairs: 85×200 cm, with the practice name, services and contact details in the top half. The bottom of a roll-up is hidden by people and tables.
• Gift voucher for a dietitian or physiotherapist: a DL voucher for a consultation or a package of sessions. Avoid this format for medical services.
• A series of educational posts: 1080×1080 px graphics, each with one tip or an answer to a common patient question. Keep it general, with no promises and no advice that replaces a consultation.

What to write on a practice leaflet or poster: sample wording

The best copy answers patients' questions: who sees patients, what they help with, where, when and how to book. Start with a headline describing the service, then list what is offered as bullet points and put the contact details at the bottom. The phone number and website are the most important elements, so give them a prominent size.

The examples below are neutral and factual. You can adapt them to your specialism while keeping an informative tone.

• "[First name Surname] BDS Dental Practice: general dentistry, prosthodontics, children's check-ups"
• "Physiotherapy: consultations, manual therapy, post-injury rehabilitation. Appointments by prior booking"
• "Dietetics clinic: one-to-one consultations, meal plans, follow-up appointments. Also available online"
• "Psychology practice: consultations for adults and young people. Telephone booking Mon–Fri"
• "Surgery hours: Mon, Wed 8:00–14:00, Tue, Thu 12:00–19:00. Bookings: [phone]"
• "Before your visit: please bring photo ID, any test results and a list of medicines you take"
• "Ground-floor practice, entrance from the rear courtyard, wheelchair accessible"

Which colours and style suit a practice

Calm, clean colours work well in healthcare: shades of blue, teal and sage green, light greys and plenty of white. For a paediatrician or children's dentist you can add warmer accents such as yellow or coral. Warm, muted tones such as sand or soft green suit a psychologist, as they do not feel clinical.

Opt for simple sans-serif typography, generous spacing and a single accent colour. Patients of all ages struggle with small print, so set leaflet text in at least 10–12 pt and keep text-to-background contrast high. The WCAG accessibility guidelines set a threshold of 4.5:1 for body text. Avoid light grey text on a white background and text placed over photos.

A calendar of occasions for your practice

Instead of running promotions, make use of the moments when patients are already looking for information. Prepare materials a few weeks ahead so you have time for design, printing and publishing.

Common mistakes in practice materials

Most problems come from carrying a retail advertising style over into healthcare, or from rushing before print. You will catch many of them by reading the finished design aloud and looking at it through the eyes of an older patient.

• Promises of results and superlatives, e.g. "guaranteed results" or "the best in town", which breach advertising and professional rules and are risky for any profession.
• Before-and-after photos and patient testimonials on doctors' and dentists' information materials.
• Text that is too small or low in contrast, so some patients cannot read the leaflet.
• Missing surgery hours or booking details, even though these are the first things patients look for.
• A typo in the phone number or an out-of-date address after a move.
• A low-resolution file or one without 3 mm bleed, leaving white edges after trimming.
• Stock photos of smiling doctors in an unfamiliar style instead of your own consistent look.

How to get a design print-ready quickly

For print you need a PDF at the finished (trim) size with 3 mm bleed, important content at least 3–5 mm inside the trim line, and raster images at 300 DPI at 1:1 scale. Large-format printers usually accept roll-up banners and banners at 1:10 scale. If you do not have a designer, at plakaty.shop (wielkareklama.eu studio) you fill in a short form with your text and colours. Within a few minutes you receive ready-made proposals as PNG and print-ready PDF files, and a package with one proposal costs €12.

Whoever prepared the design, read every piece of text yourself before printing: names, professional titles, phone numbers and addresses. In healthcare, a single error in the booking number means lost appointments.