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Do you want more patients?
If you want more patients – and let’s be honest, who doesn’t want more patients? – then you have to ask for it directly. And the best way to ask for more patients is through your CTA, your Call-To-Action.
In marketing a CTA is defined as “A piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive.”
The biggest issue with most websites – especially websites in the healthcare industry – is the lack of a direct CTA on the home page. A prospective patient – either organically or through paid traffic – finally found your website …
What do you want them to do now?
Download an e-book or whitepaper? Fill out a survey? Schedule an appointment?
You have to tell them clearly via a CTA.
In fact, there should be a clear CTA on EVERY piece of marketing you have.
Here are some strategies for you:
Use a CTA on EVERY Single Page of Your Website
Your website is usually a prospective patient’s first impression with you and your brand and every single page – from Home Page to About Page – is an opportunity to interact and engage with them.
So tell them what to do!
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In addition to having prospective patients engage with your brand through your website, you begin to train them to follow your instructions. They will become comfortable with you asking and your relationship will become a give and take relationship.
A CTA should be on every single page of your website.
Use a CTA on EVERY Interaction – Real Life and Digital
In our Patient Experience Blog we defined the “Patient Experience” as the sum total of brand interaction, the all-encompassing experience that defines your patient’s perception and opinion of your brand.
Think of every interaction – from a handshake; to an interview; to a speaking gig; to your website – as an opportunity to use a CTA. Get in the habit of telling your prospective patient what to do next and start building the give and take relationship.
For example, Dr. Clark is a cosmetic dermatologist with a booth at the local community street fair:
“Get a Free Sample of Skin Cream” (in exchange for an email address) is a CTA.
“Free Consultation” (in exchange for an email address) is a CTA.
“Free Training” (you send them to a training webpage where they can sign up) is a CTA.
Skincare products at the mall do this all the time, so do credit card companies on college campuses.
Here’s what you get … here’s what you have to do to get it!
Use a CTA on Your Business Card!
At Dr. Clark’s booth he doesn’t have an opportunity to talk with everyone who stops by. There are prospective patients that are interested, but all they have time for is a business card or brochure.
Put a CTA on them!
You can check it out here: CTA Landing Page
See what I did there 😉
A quick headline and URL on the back of your business card is all you need.
Use a CTA on Your Signs
Dr. Clark knows that not everyone will engage with him at his booth, nor will they be able to pick us a business card or brochure. This is why he puts a CTA on every single one of his marketing materials, including his signs.
“Call 555-555-5555 for a Free Consultation” is a CTA.
“TEXT “Skincare” to 55555 to learn more” is a CTA.
“Scan this QR Code to learn about XYZ event” is a CTA.
Prospective patients are engaging with you for the very first time. Don’t assume they know what to do next … be clear and definitive what the next step you want them to take is.
CTA Tip: Always Get Their Contact Information
Don’t forget the overall strategy for having a CTA!
Many times it is to capture a prospective patient’s contact information so that you can keep the conversation going and nurture the relationship by building the know, like, and trust factors.
The best way to capture contact information is to drive traffic to a Landing Page that requires an email opt-in to access the information requested.
Once you have the prospective patients contact information, you can continue the conversation through email, which is a very effective way to nurture the relationship.
And, if you are running Facebook Ads, you can now retarget the prospective patient with different offers based on what pages she did or did not visit on your website.
Remember, the warmer the prospective patient, the more likely they will use you for the services needed.
CTA Tip: Provide Multiple Ways to Contact You
If your CTA is “Get in Contact With Me”, then provide multiple ways to contact you.
Meet Me at ABC Gathering
Make it easy for prospective patients to get a hold of you.
CTA Tip: Don’t be Afraid to Use Direct Mail
If you have paying patients, then you have physical addresses.
The average number of emails an office worker receives each day is 121! (Radicati, 2015)
If you have a great offer, try using Direct Mail to retarget your current patients.
Take the time to audit every piece of online and offline content and make sure it has a CTA.
Does every website page have a CTA?
Does every piece of printed material have a CTA?
Do you tell them clearly what the next step is?
Do you make it easy for them to accomplish the next step?
If you want to discuss CTA’s more, set up a Strategy Session by Clicking Here:
See what I did there!