As we focus on how you can drive more new patients to your hospital, we’re going to use business vernacular and refer to your prospects as ‘leads.' That said, there is a distinct difference in lead generation in the healthcare sector than in the commercial world although the objective is the same: to boost the number of clients.
The Lead Generation Ways
There are several ways you can create new patient leads including paid advertising, website SEO, email marketing and content marketing. The best way to build a good database of solid leads is to strategically mix your lead generation strategies to best expand your reach and also build your authority in the healthcare industry.
Here we take a look at the various strategies you can implement to get more patients through your doors.
One of the most crucial aspects of your hospital’s website is its SEO. This determines how visible your site is to search engines and potential new patients.
For example, if you’re a hospital located in Orange County, ideally you should be aiming at ranking for ‘cardiovascular surgery in Orange County’ or ‘pediatric services in Orange County’. This can be achieved by creating specialized content plans that contain relevant keywords for specific services, specialties, and medical conditions. This will drive interested parties to specific pages on your website and convert them to patients.
An experienced SEO expert will improve your results further by optimizing title tags, meta descriptions, and a multitude of back end settings that need month-to-month tweaks to outperform the competition in the constant search engine ranking wars.
This is probably the most effective and widely used mechanism for lead generation in business. It allows precision targeting through keyword use that you can manipulate to appeal to specific demographics.
There are several platforms available to you for your PPC advertising campaigns, the most powerful being Google. Bing and Facebook are close runners up, but nothing can beat a solid Google PPC campaign when it comes to creating specific specialized leads.
A properly strategized PPC campaign can have a minimal CPC (cost per click) and bring a plethora of new visitors to your site, all of which are actively searching for your services. This can be a dangerous game if played by an inexperienced advertising team. With the huge amount of people searching daily via Google, a poorly constructed campaign can cost you thousands, tens of thousands or even hundreds of thousands of dollars in overspent marketing dollars. You want to make sure you have a knowledgeable team that is keeping your CPC on the low end of the industry standard.
Fully Optimize Your Website
Your hospital’s website provides a window into your facility and so naturally, it speaks volumes about your professionalism and quality of care. As this is the first point of contact for many of your prospective patients, it’s worth taking the extra steps to make it the best it can be.
Take a closer look at your website and ask yourself the following questions:
- Do search engines list it before the competition?
- Is it easy to navigate and find what you are looking for?
- Are your contact details prominent and visible on every page?
- Is it quick to load?
- Is it mobile-responsive?
- Is it loaded with valuable and informative content?
If you answer no to any of these questions, you’ll want to consider tweaking or even rebuilding your website as it’s a mission critical item in your marketing portfolio. If it’s not well-designed, easy to use and most importantly, informative, you’ll need to make changes in order to attract more visitors that will convert to patients.
Quality Content Is King
In our specialized custom content campaigns we create for you, every content piece creates value. Google’s search engine is completely focused on adding value to its user experience and it’s constantly looking for the best content to match queries. Poorly written content that’s riddled with typos and grammar errors is going to be a poor reflection of your facility, so it’s important to make sure whoever is writing your content is a competent professional. Even if costs a little more, it’s important to have the best publish top-notch content in order to meet the same standard as your hospital. It’s always worth the extra investment.
Content lies at the heart of all modern online marketing endeavors but most importantly is feeds lead generation. If your content answers questions your patients routinely ask you and it’s disseminated in the right way, you’ll almost certainly attract plenty of new clients. A team of experts working with a content management platform can turn any hospitals online marketing campaign from zero to hero in a matter of months. If you need a boost in your lead generation, give us a call today.