Lead generation is difficult for hospitals. Unlike other businesses, your main clients are those who need treatment or help immediately. So how can you earn and nurture leads?
There’s paid advertising, email marketing, content marketing, your website and your SEO. There’s a lot to consider, especially when you’re already working hard to serve your area.
The truth is that you should use a variety of lead generation strategies if you want to expand your reach and build your authority in the healthcare sector.
Everyone, at some point or another, will need to go to the hospital. That gives you a large potential market, but your potential patients need to know more than just your name — they need to trust you.
Let’s take a look at some of the best ways to generate leads for hospitals.
Your website speaks volumes about your hospital, especially in terms of professionalism.
Remember that every marketing strategy you attempt online will eventually lead people back to your website. It’s where they’ll learn how to contact you for more information and if they generally trust you.
Ask yourself the following questions to decide if your website is in good shape to generate leads:
If you answered no to any of the questions above, you may want to revisit your website. Make sure it’s well-designed and maintained so that potential patients and their families feel comfortable trusting you with their lives.
Lead generation is dependent on proper search engine optimization (SEO).
Your website should be optimized so search engines can contextualize, index, and display your site.
For example, if you’re a hospital located in Atlanta, it would be ideal to rank for “birth and delivery Atlanta” or “cardiovascular surgery in Atlanta” in search engines. It’s crucial to optimize your website for the keyword phrases that will bring in worthwhile leads since those people can eventually become patients.
On your website, be sure to optimize:
There are other elements to optimize, but the three listed above are good starting points.
Remember that your most effective keywords could change over time, so it’s important to conduct periodic keyword research. It’s a low-cost strategy for hospitals to attract the right people.
Advertising is a standard way to generate leads, but print media isn’t as effective as the Internet.
It’s much more beneficial to put your resources into pay-per-click advertising (PPC). This is where you take an ad out on Google, Facebook, or another popular website and pay a few cents for every person who clicks on it.
You should consider using Google’s AdWords, Microsoft’s Bing Ads, or Facebook Ads to start. PPC is both effective and budget friendly, especially on those three platforms.
You can target very specific search phrases and set your own budget, so if a particular ad is performing well, you can easily increase its exposure with a few clicks and a few seconds.
If you want to capture your leads, you should create and share quality information that they can’t find anywhere else.
Take a look at what your competition is publishing and one-up them to take the online spotlight. If other hospitals in your area are writing blog posts and sharing helpful health articles, you should aim to offer more.
Consider different ways that you can educate your audience as well. This will build trust, and when you earn a potential patient’s trust, they’re much more likely to come to your hospital.
There are many different types of content you can publish. Blog posts, articles, videos, infographics, and downloadable guides are all popular forms of content. You should publish any type of content that will resonate with your audience and help establish your hospital’s position as an industry healthcare leader.
Essentially, you need to learn the questions that most of your patients have an answer them in-depth.
Of course, your content is meaningful and shares helpful information with your website visitors. If you want to stay ahead of your competition and stand out against the crowd, add multimedia or interactive elements to your content.
Hospitals tend to publish the same kind of content about health news and tips. If you only do the same, it will be harder to get noticed and hook new leads.
Interactive content can take your content marketing game to new heights.
One good example is an interactive white paper. It will ask the readers questions and give them appropriate information based on their responses.
It can include videos, assessments, and calculators to help the readers enjoy an experience that feels personal to their needs.
At WebpageFX, we know how to generate new leads for hospitals. In fact, we have a whole team of lead generation experts that can help you earn the trust of potential patients and ensure they remember you if they need you. We’ve helped hospitals and other healthcare companies get new patients, and we can do the same for you!
Contact us today to lay out a unique lead generation strategy for your hospital!
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