Lead quality is foundational to the success of a business and a vital part of campaign optimizations. In layman’s terms, how can we grow our business unless we determine whether we have reached the right audience? This is even more evident in the healthcare space where there is a sense of urgency for patients who need personalized care.
As we embark on this journey to learn more about lead quality for healthcare, let us start by reviewing the basics of how lead generation works.
What are leads?
In marketing, we look at leads as a vital conversion point on the user funnel that suggests intent and interest in acquiring more information. In more basic terms, leads are signals sent to marketers and companies that a user is interested in their products and services. Some examples of this can include submitting a contact form on the website to request more information or scheduling a meeting to speak with a professional. Leads are not restricted to digital experiences, phone call leads are generated when a user calls in and is routed to a call center or medical office.
Why are leads so important in healthcare?
Healthcare sits on a three-legged stool for individuals who juggle their careers and family. As such, it is a vital component in everyday life, with people searching for flexibility and minimal wait times to see a physician. According to Medical Economics (2022), 69% of patients consider switching their medical provider if they find another one with more attractive services – a glaring reminder that healthcare organizations need to continually innovate and be in tune with the needs and wants of their patients. Leads work as an organization’s front door, inviting patients in and assessing whether they are qualified for their services. In digital marketing, leads are an important element of branding and promoting the product or services of a healthcare provider. It also works as a screening process to target the most relevant audience groups most likely to convert and join the healthcare organization.
How do healthcare providers generate qualified leads?
For any healthcare provider to thrive and build a sustainable relationship with patients, it is important to continually nurture leads and understand what the primary need or objective of the patient is. In the age of technology and artificial intelligence, many companies need to adapt to reach a select target audience based on a list of specific criteria.
Often the most common pain points that patients encounter are physicians who are unable to see them on the same day or the next day, or medical practices that are not in a convenient location. Building personalized content layered with geo-targeting that helps patients find a suitable doctor nearby is one way companies can overcome these obstacles. Leveraging patient testimonials is another key tactic that helps foster trust and build positive word of mouth. Having an efficient media mix encapsulating email, paid search, and social media campaigns can ensure that companies achieve adequate market reach and gain an edge over their competitors.
Concluding Thoughts
In a nutshell, leads help to position a company more prominently in its industry and gradually build a patient base over time. As with all digital marketing efforts, there are regulations put in place to protect patient privacy and offer them a right to opt out of data collection. In the next series on lead quality in healthcare, we will dive into the specific attributes that can be used to layer on user targeting while taking into consideration HIPAA standards and compliance.
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