Increasing patient volume can be challenging in today’s digital market. Many patients take the time to research their options, but others choose the first practice they see an online ad for. How can you reach the right audience, at the right time, while presenting an outstanding message that achieves your marketing goals? It starts with an essential part of your inbound marketing toolkit: email marketing.
Question: What caught your attention and enticed you to click and open this blog post?
Odds are, it was the headline that sparked your interest. Headlines are one of the most powerful tools in your marketing toolkit when it comes to increasing patient volume. Intriguing and effective landing page headlines have the power to transform your pages from missed opportunities to patient generating machines.
The industry is in a unique position when it comes to content marketing for healthcare practices. There will always be a wealth of information readily available for healthcare-specific blogs. Additionally, people are always looking for quick answers to their healthcare questions online.
Many healthcare marketers aren’t taking advantage of these benefits. They aren’t leveraging the opportunity to establish themselves as healthcare thought leaders and in turn, convert warm leads into living, breathing patients. If you are one such healthcare practice, then you should consider these four simple ways you can supercharge your lead generation efforts through blogging.
Picture this: After looking around town for days, you’ve finally found what you think is the perfect eye care center for your LASIK procedure. Sure, the building is a little out of your way and you had to drive around the block a couple times to find it, but it’s definitely there. As your expectations of a receptionist’s warm greeting and a comfy waiting room persists, you walk in the door to find a vacant and uninviting room. The receptionist is on break, there are no informational brochures about their practice, and the place is decorated with faded posters that are in need of an update. Unfortunately, this experience is what visitors may have when visiting a poorly designed or outdated healthcare website, and it’s a surefire way to scare off tons of potential patients.
Do you remember learning the alphabet when you were younger? The letters were new and different and at times you were confused by what you were learning. However, once you figured it all out, you could start putting the alphabet to use.
Presidential campaigns are nothing new in today’s society. Every four years we are bombarded with campaign slogans, brochures, posters, debates and commercials. However, presidential campaigning hasn’t always been the norm. Historians claim that Aaron Burr was the first person to openly campaign for his shot at the White House. He went door to door and shook hands with the masses. Funny thing is - Burr didn’t win. All that schmoozing and he still came up short. After a split vote, the House of Representatives favored Jefferson, and Burr became Vice President.
Every modern marketer knows that social media cannot be ignored. It seems like a new social platform is created weekly and it can be hard to keep up. The number of people using social media is staggering. According to Forbes, in 2005 only 8% of adults used social media while over 72% claim to use it today. With over 310 million monthly active users, you would be hard pressed to find a marketing team that doesn’t at least consider how to utilize this social platform.
“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.” – Brian Halligan, HubSpot CEO
Brian Halligan stated this in regards to the effect that inbound marketing has on consumers versus the traditional ways of outbound marketing. Inbound marketing works to bring consumers in, rather than going out and finding them. In today’s digital age, this is done through effective thought leadership, or educational content, that consumers find during a web search. Think about it. When you have a problem, what is the first thing you do? I am quite sure many of you answered with one simple word–Google.
An email marketing campaign is only as good as the strategy behind it. If you are still stuck operating the same email campaigns that you have been implementing since the Internet boom, then you are most likely not receiving the results you desired. Am I right?
Even though it tends to be an over-saturated channel, email marketing still proves to be one of the most effective marketing strategies today. When you create a compelling and effective email marketing campaign, you will create an experience that will break through the noise and speak to your recipients. But an effective email marketing campaign must be backed by a solid and innovative strategy.