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Google’s statistics tell us that more than 7% of all searches made in a day are related to health, which means that people are looking for trustworthy medical practitioners worldwide. More than 94% of patients read online reviews to evaluate the trustworthiness of providers. The percentage of people booking appointments online has gone up from 2.4% in 2015 to 32% in 2020. Indeed, the world of healthcare marketing is moving faster than anticipated. But, if you are not gaining the expected outcomes from your digital marketing efforts, your conversion rate might be the reason.
In this blog post, we will discuss 8 interesting healthcare conversion strategies that can help you in getting the most out of your marketing efforts.
Conversion rate optimisation (CRO) is about understanding human behaviour properly to create ads, content, posts, and landing pages that appeal to them. In industries like healthcare, CRO is critical as it can yield greater results.
In fact, experts say that you can witness 200-500% improvements if you correctly optimise your conversion rate.
If you are wondering how you can improve your marketing strategy to capture more of these potential leads and convert them, then here are 8 strategies for conversion rate optimization for healthcare that you can adopt for your medical practice.
Your website is the primary source of user engagement, and it needs to be optimised for that purpose. You must keep your patients engaged with the website and give them conversion action at every stage of their journey.
Statistics show us that in 2015, 88% of all appointments were made on the call. While the internet existed at the time, people were using it to get the phone numbers of healthcare providers. However, with time, we have arrived at a place where there are a plethora of options available for booking appointments. This hybrid of options that are available to you as a provider must also be extended to your patients.
You must give users multiple options to connect with your medical practice (calls, forms, live chat, callback). Make sure that all these options are also prominently displayed on your website.
The basic intent of healthcare marketing is to make sure that people book their appointments with you. If, after arriving at your website, patients are finding it difficult to book an appointment, you may lose them on the appointment page. However, it will give you 2 insights:
1.) That whatever medium your patient came through, your marketing strategy works for it, and
2.) You are still missing opportunities to convert because of your platform. You need to make sure that you have an appointment module that is easy to find and easy to use.
A patient arriving at a healthcare provider’s website has very specific needs. If these needs are not met, it takes a huge hit on user engagement, which makes conversations difficult. So always try to provide them with the information they need.
This will include insurance information, locations, availability of appointments, Doctors’ information, and what services are available to you. If you have any information about medical packages, offers, or payment modes, you should make sure that it is displayed as well because all of these are important to the user.
Your doctors are the heroes of your practice, and you should make them visible to your visitors. It is important that you display information, achievements, and reviews relating to your doctors to help your visitors know who they will be treated by. It builds trust in your medical practice plus helps you capture leads through searches made about specific doctors.
Do your patients know where you are located? It is more than simply frustrating when the website does not list where the user is booking their appointment, geographically speaking.
Through the use of location mapping and specific landing pages, you can make it easier for your patients to find you, especially when people are looking for nearby services. It is important to enlist available doctors at each location, as well as the services they provide.
Keeping your patients engaged is more important than you think. It is a trusted way of staying on top of your patient’s minds. When they know that their healthcare provider cares about them, it tends to build more trust in the brand. Use different automated marketing channels like emails, SMS, social media, and other mediums to stay connected with your patients.
Marketing is all about optimising your approach and campaigns to gain better results. Every time you make a change, it shows up as a change in your numbers as well. Keep a close eye on changes in the number of appointments after making each change and update your strategy accordingly. If it’s decreasing, you need to compensate for the loss, while if it is increasing, you need to understand what is making that impact.
It is now more important than ever to tweak your healthcare conversion strategies to capture more prospects and convert more patients. At Reinvent Digital, one of the top healthcare digital marketing agencies, we use data-driven strategies to provide the best results for your healthcare centre. Book your consultation today and increase patient conversion rate.
What is conversion rate optimization (CRO)?
Conversion rate optimization is understanding what makes people take desired actions (like booking appointments) on your website or ads and improving your content/design to encourage more of those actions.
Why is CRO important for healthcare providers?
Proper CRO can dramatically increase the number of appointments and patients you get from your marketing efforts by 200-500%, according to experts. It helps turn more website visitors into paying customers.
How can I make it easier for patients to book appointments on my website?
Have a very user-friendly appointment booking system that is easy to find on your site. Include multiple ways to book, such as online forms, phone numbers, live chat, etc. Display all key info like doctor details, locations, and insurance accepted upfront.
Why should I highlight my doctors on my website?
Patients want to know who will be treating them. Highlighting your doctors’ qualifications and reviews builds trust and can help attract patients searching for those specific providers.
How can I keep patients engaged after their appointments?
Stay connected through email newsletters, text message reminders/promotions, social media updates, and other automated marketing channels. This keeps your practice top-of-mind when they need care again.
