Some of the fliers and websites for non-emergency medical transportation that I've seen emphasize the people connection that is the heart of the service. They also emphasize sunlight, primary colors, cleanliness, and smiling faces. In film, comedies are shot in bright light, with high dark/light contrast, with vividly colored clothing, and with plenty of natural elements. Brochures, or fliers, for this industry employ these same elements. The lighting is bright. Grass offsets asphalt wherever possible. Clothes emphasize primary colors. People are clean and well groomed. Everyone is smiling.
I would recommend you research into other flyers. I am sure you have lots of opportunities to receive them as you walk around your city or through your mail. Have a look at the flyers you can get your hands on and compare and contrast them. Which one is most effective in your opinion? What makes it effective? Employing similar strategies should make your flyer attractive and eye catching.
I agree with brettd's post especially. If there is any way that you can emphasize that your service is less expensive than others but does not involve a sacrifice of quality, that approach is likely to be successful. Especially in the present economy, people are looking for ways to stretch or save money. Also, anything you can do to emphasize the qualifications of your drivers ("all drivers certified drug-free") would likely be helpful.
People do not give ads or fliers much of their attention period, even if they are catchy and persuasive. This is why political signs are so simple: patriotic colors, last name, party, office, maybe a short slogan. People running for office and those who get them elected are the ultimate pragmatists in that regard, so it bears some translation to the business ad you are trying to craft.
I would say that once you have captured their glance (and really, it is a glance) then you have one sentence, perhaps two, to draw them in. Once they read the whole thing, then the odds of gaining their business increase dramatically. So choose a color that attracts the reader, and distinguishes it from other postings/handouts/inserts, then choose one sentence that encapsulates what you offer, and make it more noticeable than the rest.
"Why call an ambulance when there is no emergency?"
"Save money without sacrificing safety or quality of care"
"Medicab: Your safe, inexpensive alternative"
A picture is worth a thousand words! Along with your easily readable font that describes your service and lists examples of the kinds of uses that would be appropriate, some pictures of people getting out of the van with the dentist's office in the background would drive home the types of use you are offering. If your service will include providing door-to-door assistance, be sure to specifically say so and maybe that's another picture, showing the driver helping someone down the steps or holding the door open for someone using a walker.
While I agree that too much information is generally bad in advertising, you would want to stipulate that it is for non-emergency transportation, or your business might receive a high volume of unwanted business requests. Ads targeting the elderly often feature elderly people engaging in activities that are usually associated with youthfulness. I would do that in this example, even if it does seem a little patronizing.
The first posts make good points, but do not mention that, in selling, information is less important than persuasion. In other words, you need to emphasize how this service will help the target audience. You should, for example, talk about how this service can give them the freedom to go where they want when they want. This is something that seniors often miss about their younger days. This sort of persuasion is much more important than pure facts about the service.
Generally people run their eyes over a flier quickly, rather than reading it in detail, so I would suggest that you put your important points into bulleted lists rather than trying to use full sentences. I agree with #2, a good bold font is important; also make it big enough to be read easily, and use black or a very dark color to increase contrast. Since your target audience here is the elderly, that's doubly important. You can also vary the font size as a way to emphasize the most important information.
If you are making a flyer, then it has to be catchy. I would use bright colors and bold print. There is a font called, "impact." This might be a good one to use to catch people's attention. Once you have their attention, content is king. Make sure that you put down all the pertinent information. Also make sure that you write down all that a potential customer may want to know. Also if there is a website for further information, include that.
I work in the printing company and i made some brocures for the Eastern Royal Medical Transport link .They also asked me use dark colors and want look natural.They strictly said that all the human faces must be similing.This is the need of the business and i think now these companies hire brand manager for kind of work.