With the rapid changes in the industry, you want to stay on top of your marketing game in order to increase your patient acquisition. For example, Millennials continue to be a focal point of marketing, but the techniques used to reach them should also be adapting as this group ages.
Like many busy medical professionals, finding a balance between keeping up with the latest in healthcare marketing while running your business and caring for your patients can feel like a juggling act. Innovative tools like landing pages can help your business get in front of a larger audience, and turn that audience into patients.
What is a landing page?
A landing page is a tool to drive potential patrons to one designated page and convert them to patients. It is a simple site with minimal pages and information about your business, directing the visitor with a call to action (CTA).
The CTA can direct visitors to book an appointment or to provide their information to learn more or receive something in exchange for doing so. An example of this more subtle CTA in healthcare marketing could be to download an ebook regarding a specific medical treatment approach. Another idea could be to RSVP for a specific local event hosted by your clinic.
In short, a landing page directs visitors from certain areas, giving them a place to “land” to respond to the CTA. Once the visitor has followed this call and provided their information, they have converted to a lead who can quickly turn into a patient. If they drop off at this point and do not become a patient, there are additional marketing tools that can be implemented to automate a follow-up contact.
What is the difference between a landing page and a business website?
You may be thinking that since you already have a business website, you do not need to create additional landing pages. However, there are some major differences between the two. Your business website essentially serves as your virtual business card, giving key information about your business and a directory to explore more details. A landing page is more direct with limited navigation and a clear focus. Once a visitor has reached it, the simple goal is to encourage them to follow your call to action.
What is the purpose of a landing page in the healthcare industry?
If you operate a healthcare business, you want to be found online, and you want your visitors to convert to patients. A landing page can help pave the way. When coupled with a strong social media presence, the creative use of video marketing, and the implementation of medical SEO, you have the recipe for a powerful marketing strategy.
The benefits of a great landing page mean more leads directed to the page, more conversions (leads who follow the CTA,) and thus more patients through your doors. A great landing page also considers the long-term view. It should be optimized to continue generating leads in the future.
What are the keys to a successful landing page?
An effective landing page centers on one action point. If you have multiple points you want to share, you can create multiple landing pages to express them. The goal is to keep it simple, and avoid confusion for the visitor. When the focus involves your USP or unique selling position, you have a chance to showcase how you excel over the competition.
Your landing page should always include an enticing headline that pairs with a great web design matching your branding message. The benefit should be clear too, showing the reader what features meet the need that brought them to your page. Finally, great visuals illustrating the solution complete a stellar landing page.
Landing page recap
To summarize, here are the steps a landing page takes to turn visitors into patients.
- Visitors find your page in an online search, or directed from some of your advertising.
- Your page interests them.
- They click on the link, and “land” on your page.
- The page makes them want to follow the focus of the page, or the CTA.
- They put in their information to follow the CTA.
- You now have their data to follow-up with them, and they have converted from a casual visitor to a potential patient.
How do I start?
An innovative and modern plan will provide all the angles of healthcare marketing, including great landing pages to drive business through your doors. The best step to take is to contact a knowledgeable marketing team like iProv to put together your comprehensive marketing plan. We care for you and your marketing approach, so you can free up more time to care for your patients. Contact us today to learn how you can grow your practice and help more people with an expert marketing team.
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