This kind of marketing mimics the traditional ‘word of mouth’ technique of reaching your target audience of days gone by.
How Does It Work?
A landing page acts as a gateway to your hospital. When you share any content or place your advertising with Google, Facebook, Twitter or LinkedIn, you’ll have to submit a landing page as it’s where the people who click on your ad will be taken to. The ad is designed to encourage clicks by promising vital information in whatever form of content, be it video, infographic or a similar method.
On click-through, the landing page must deliver on what you offered but only after the data you need has been harvested via a short form. This is known in marketing circles as ‘gating’ content as it mimics the view of the traditional PA as his/her bosses gatekeeper, taking the caller’s details in their absence.
Five Essential Elements Every Landing Page Should Have
Your Hospital’s USP
Although it’s not a term usually associated with the medical profession, your landing page needs to convey your Unique Selling Proposition or USP. This is what sets you apart from the rest. Perhaps that’s your location, specialty or the quality of your research and staff. You can convey your hospital’s USP in the main headlines, a reinforcing statement and a closing argument but keep it brief.
With landing pages, it’s even more important to stick to the KISS rule and ‘keep it simple, stupid.’ This is the main reason you should use landing pages for precision targeting so that you can stick to very specific topics rather than focusing on all the services your hospital provides in one hit. The main purpose of your USP is to set clear expectations for patients and allow them to understand why they should care enough to take further action.
You should understand that your audience will scan your landing page rather than take time to read it from top to bottom. That’s why it’s important that your headlines grab attention and deliver a concise message that prompts immediate action. Know what your value proposition is and make it loud and clear on your landing page.
A Good Hero Image
In marketing parlance, the hero shot is the image or video you use on your landing page to show context. Internet users are extremely visually-led and so the right hero shot should give a good visual representation of what you’re offering and can help people better understand what it is. If you’re offering prenatal classes, the simplest way to represent that is a picture taken at one! Your original ad encouraged the click to your landing page, which should compel instant action and make it easy to do so.
Show the Benefits Your Hospital Offers
With a good hero image and effective headlines, you have effectively grabbed the attention of your prospective patient. Now you have to give a little more detail to keep them hooked. Where the headline deals with the ‘problem’, the main thrust of the rest of the content on your landing page is your offered ‘solution’.
The benefits of your services are best summarized by using bullet points. They’re easy on the eye making them easy to digest. It also prevents you from cramming too much content on your landing page, creating information overload that will send viewers running. Just write a two or three-sentence introduction and then follow-up with no more than 6 bullet points with short sentences alongside.
If you’re writing copy for landing pages it’s very difficult to write them well the first time. When there are fewer words involved, it can be harder to construct sentences that get your message across. It’s always easier to edit down rather than pad out and so you’ll need to go back to your landing page copy a few times to remove any unnecessary verbiage.
Use Social Proof Where Possible
Social proof is basically using social signals to show how you have helped current patients in the past from what you are offering now. It’s a powerfully persuasive mechanism that is more likely to encourage conversions to new patients.
Patient testimonials are invaluable for promoting hospital services and it provides a quick and identifiable link for your prospective patient to someone in the same shoes. Reviews written by your patients are great for establishing trust with prospective ones.
You can show your evidence of social proof on your landing page. If you’re offering a deal on keyhole knee surgery, for example, feature a related patient testimonial on your hero image or another prominent position and you’ll stand a better chance of further action being taken.
Your Conversion Goal
Ultimately, you want anyone reading your landing page who isn’t a patient already to register to become one and that’s your conversion goal. However, your landing pages are designed to appeal to specific demographic segments, so you need to be clear what kind of patients you want to attract with each landing page before you produce it.
That’s why it’s important you have a clear call to action or CTA on your landing pages. This is your button prompting viewers to ‘FIND OUT MORE’ or ‘BOOK AN APPOINTMENT’ and it’s critical for your conversion prospects.
Don’t be generic with your CTA with something like ‘CLICK HERE’ as the button is a way you can manage your prospective patients’ expectations, with clear indications as to why they’re clicking on it. Without a call to action on your landing page, there is no purpose to it.