Why isn't a brochure enough to sell a big dental implant case? Because nobody spends $20,000 or $50,000 on the strength of a trifold. Look at what most practices hand out and it's a thin brochure with a little information, and then we expect the patient to commit to life-changing treatment off the back of it. It's not good enough, and frankly if you've taken serious advanced education you are better than that. The line I draw is simple. Where's the wow? A brochure has none. Nothing in it is big, nothing is outrageous, nothing feels substantial. A patient deciding on [...]