Healthcare lead generation is often ignored by medical facilities and hospitals as they focus more on providing optimum care to patients. But it can raise the problem of unawareness and finding the right specialist at the right time. With the marketing world-changing, now it has become easier for anyone and any organisation to promote itself without spending a lot of money or time.
While word-of-mouth and referrals are what most doctors rely on for generating leads, they are not sustainable. By carefully crafting an online marketing strategy showcasing all the facilities, treatments, and qualified staff available at a healthcare unit, hospitals can disseminate useful information to patients with specific needs.
From single practitioners to large hospitals, everyone must try digital marketing to expand their practices and reach out to patients who can benefit from the services provided. In this blog, we will explore the top ways of healthcare lead generation and how to secure medical leads.
But first, let’s talk about something important.
Challenges in Healthcare Lead Generation
Whether you are aiming to generate leads as a chiropractor or paediatrician, lead generation in healthcare is a complex process that requires a coordinated effort from many different departments to succeed. There are several challenges that healthcare organisations face when trying to generate leads, including the following:
- Complex terms in healthcare: Several complicated terms in healthcare often trip up people new to the field. It can often become hard to easily explain such terms, acronyms, etc., to the prospects.
- Slow to adopt the latest tech: Slow adoption of new technology is a common problem in healthcare. Resistance to new marketing ways results in lesser brand awareness and a lack of medical leads.
- Limited resources: Healthcare organisations often have limited resources available, making it challenging to generate leads efficiently. For example, they may not have enough staff members skilled in lead generation or enough budget money to spend on advertising campaigns.
Best Practices for Healthcare Lead Generation
1. Utilise Landing Pages
Landing pages are a great way to generate leads for healthcare organisations. They allow you to target potential customers with specific information and offers. A clinic provides unique treatment options and has a set of well-qualified doctors.
The internet is rigged with health and scientific information, making it impossible for patients to find the help they deserve. A healthcare lead generation landing page will provide them with clear information and the point of contact from which they can get in touch with whatever is best for their health.
For example, check out this landing page by a dental clinic.
It has a precise copy that talks about all the dental services available at the clinic. At the top of the page, click-to-call and call-to-action buttons encourage patients to contact the clinic whichever way they like. The page also has a video testimonial which assists in building positive rapport with the visitors. This landing page will help the dentist secure a lot of traction and leads.
Landing pages also provide a simple way to track your results through KPIs and metrics, so you can see which strategies are working best and make changes accordingly. Also, ensure that your landing page is optimised for mobiles and desktops.
2. Get Social
Social media might sound like an unconventional way to generate medical leads, but it can effectively connect with patients. Platforms like Twitter and Facebook are great for reaching a large audience quickly. Some organisations use social media as a way to get feedback from patients. They might post a question about treatment on social media and then wait for people to respond. This feedback can then get used to improve the quality of care.
Social media is a platform to share information, and medicos can use it to talk about misconceptions and healthy habits to cultivate a firm audience base. Recently many medical institutions and practitioners have started paying attention to social media for healthcare lead generation. But they limit themselves with mediocre posts and unattractive advertisements.
By generating leads through healthcare-focused content, medicos can create a relationship with their patients that benefits both parties.
For example, look at how Duchy Hospital connects with its audience via Facebook.
3. Pay attention to SEO
SEO is a vital piece for solving any organisation’s marketing puzzle. It’s essential to find the proper channels to reach potential patients and keep them engaged so that they’re willing to become customers down the line. SEO can be an essential part of your lead-generation strategy, as it can help you rank higher in search engine results pages (SERPs). It means that more potential patients will see your website and be able to learn more about your services.
Websites, landing pages, and paid advertisements are optimum when best SEO practices are utilised. Marketers must ensure that all web pages are appropriately structured, have keyword-rich titles and descriptions, and are easily found by users when they perform a Google search. A simple trick healthcare professionals can use to search for a keyword that includes the location their clinic is situated; for example, ‘psychiatrist in Brimhingam’ is a great keyword targeting local people.
Don’t forget to use the “My Google Business” page and keep your information up-to-date on every available platform.
4. Generate Video Content
Video content is a great way to capture and keep patients’ attention, especially regarding healthcare. Doctors and clinics can use it as a marketing tool to introduce new treatments or services or to educate patients about their health. There are many different ways to generate video content for healthcare lead generation.
Through short videos, webinars, and YouTube videos, practitioners can aim to stand out from the competition and provide authentic healthcare to patients. Through LIVE QNAs, you can bust many myths people have about diseases and generate more awareness. As video content is gaining popularity, leveraging it for healthcare lead generation would be great.
For example, check out this YouTube channel of a doctor.
5. Interactive Elements on healthcare Web pages
Constantly asking for feedback is an organisation that takes its customer seriously. Regarding healthcare, interactive web page elements become crucial for an emergency.
Availability of LIVE chat support, 24/7 open call lines, and click-to-call buttons are some elements that can help connect the patients with you immediately.
For example, The Autism Voyage’s new homepage provides clear information and the point of contact from which they can get in touch with the company, enquire more about special needs services, and find whatever is best for children’s health.
Forms allow visitors to input their personal information, surveys asking respondents about their health and medical history, and games asking participants to solve puzzles or answer questions. In addition, some healthcare websites offer tools that allow patients to book appointments or track their health progress.
Conclusion
Healthcare lead generation is not complex or expensive if you use the right marketing strategies to reach the audience. It will take some time to gain active followers, but it will result in an organic and reliable generation of leads. Whether you want to use social media or video content, always ensure that whatever you share is authentic, as healthcare is a sensitive topic.
Go all out with SEO and increase your presence on every platform to generate more awareness and leads for your healthcare organization.
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