Your potential patient or referring practice landed on your website for a reason.
But did you hear from them?
You provide a service that people need, so it’s no accident that they found you in their Google search. What will convert that wandering visitor to a lead is a combination of medical marketing tactics that will help you forever, versus short term traditional TV spots and newspaper ads.
Here are some Medical Marketing Tips on how to convert people who visit your website into leads that will eventually become patients or referring providers.
When you come to the typical medical website you have two options.
- Contact the practice
- Go away
Digital patients and referring practices are searching for more information, so give it to them. It is a great way to educate an interested party and differentiate your medical practice. Additionally, not everyone is looking for immediate treatment, but by leveraging thought leadership and value-added content you can fill your waiting room with educated, health oriented patients who are looking for the best doctor and are willing to pay for exceptional care.
Sounds good! Now how do I generate more Patient or referring medical provider leads?
It is all based on the mechanics of lead generation. The best medical lead generation campaigns contain the following components. From a strategic perspective, a medical practice needs four crucial elements to make lead generation happen.
Four Mechanics of Medical Lead Generation
Value added content AKA The Offer – An offer should be something that provides value to the interested party. These can be quizzes, webinars, CMEs, research, etc.
Example Medical Speciality Practice offers:
- Questions you should ask your primary care physician about “specialty practice’s specialty (S.P.S.)”
- Do you have “S.P.S” quiz
- 5 ways to increase patient satisfaction for primary care physicians (targeted at primary care physicians)
Call to Action – A call-to-action (CTA) is either text, an image or a button that links directly to a landing page. This enables people to easily download your offer.
Examples of Medical Speciality Practice calls to action:
- 5 Questions to ask your PCP to Avoid Misdiagnosis
- Knowledge is power take the “S.P.S.” Quiz
- Patient Satisfaction Must Knows for Primary Care Physicians
Landing page – A landing page, unlike normal website pages, is a specialized page that contains information about one particular offer, and a form to download that offer. Landing pages significantly increase conversions as they are direct and only contain the value added offer.
Form – You can’t capture leads without an outlet for lead capturing. Forms will collect contact information from a visitor in exchange for an offer. It is important to note not to request any P.H.I information via the form and to make it simple for the individual to submit this information. We recommend that for the initial informational grab you only require the first & last name as well as the email address.