Lead generation is crucial for any business, and the medical field is no exception. In fact, according to a survey by Software Advice, 63% of patients use the internet to find a new doctor. With so many potential patients searching for healthcare providers online, it’s essential for doctors to have a solid lead generation strategy in place.
But what exactly does lead generation entail? In simple terms, it’s the process of finding and cultivating potential patients who are interested in your services. And with the rise of digital marketing, it’s easier than ever for doctors to reach and engage with potential patients. But before we dive into the strategies, let’s take a look at some interesting stats on lead generation for doctors.
Did you know that 78% of patients research their healthcare options online before making an appointment? This means that having a strong online presence is crucial for any healthcare provider looking to generate leads. And it’s not just about having a website, it’s also about being active on social media and having a presence in online directories.
Another important stat to note is that 91% of patients say they’re likely to follow through with an appointment if they can schedule it online. This highlights the importance of having a user-friendly and easy-to-use online scheduling system.
Finally, it’s worth noting that 72% of patients trust online reviews as much as personal recommendations. This means that having a strong reputation and positive reviews can be a powerful tool for generating leads.
As you can see, lead generation for doctors is a complex process involving various strategies and tactics. But with the right approach, you can effectively reach and engage with potential patients, turning them into loyal patients for your practice.
Aggressive Advertising vs. Inbound Lead Generation
Let’s start with an example that concerns us all closely. Something that perhaps happened to you even a short time ago. Let’s say you’ve returned from work after a stressful day and can’t wait to sink into the sofa, perhaps watching some TV or flipping through a book that you haven’t had time to start yet since you bought it, now two months ago.
Finally, you have a few minutes to yourself, away from the thousand thoughts of work, a time to put your day in order and inform yourself about what is happening in the world or to relax.
Everything seems perfect. You open the book’s first page and need more time to read the first chapter’s title. It’s not next to you, so you look for it thinking it’s an important call. So you answer.
«Good evening John; we are contacting you to offer you the new and interesting offer from Forniture Inc…». Curiosity mixed with anxiety turns into anger at this umpteenth aggressive advertising call, so (at best) you respond with a simple: «Look, thank you, but I’m not interested!».
Close the phone call and sigh in exasperation because you would finally like to try to relax and enjoy those few free minutes that the day has reserved for you.
Aggressive Advertising doesn’t work
Unfortunately, what I told you just now happens very often, and it’s a way of advertising that gives poor results. Perhaps on large numbers and by continuing to hammer, someone responds and listens to what they are proposing, but in most cases, it doesn’t work.
For at least two reasons:
1. The company-customer relationship is transforming: it is no longer one-way as it used to be; it no longer goes from companies to customers, bombed with stimuli and offers, but often follows the opposite path. It is customers, and patients in your case, who are increasingly wary of aggressive forms of advertising and instead try to figure out on their own what is the best solution for them. Patients are only looking for the best specialists to solve their problems.
2. Aggressive advertising targets “cold customers”: let’s go back for a moment to the example. When you receive the call, you do not know who is contacting you; you have not had any preliminary information on this “offer” that they want to offer you, and you have not requested anything. In short, you don’t even imagine it’s advertising, so much so that for a moment, you wonder if it’s a patient.
The Inbound logic, on the other hand, is entirely based on the creation of a path of approach to the purchase, which must be natural, not forced. Google Ads, for example, targets prospects that have actively requested information, not the other way around.
Let’s go back to lead generation for doctors or how visitors to your website or social media pages turn into potential patients. Finally, we will see the steps to convince them to book a visit to your studio.
The funnel behind the “lead generation for doctors” strategy
The generation of contacts wow are looking for your service, the “leads”, is a step-by-step process.
Your potential patient goes through three stages before reaching out to you:
1. The Need
The stage is where he clearly understands his need and must find a solution.
2. The Research
The stage where he starts looking around and doing research, be it online, offline or through asking friends and family.
3. The Desicion
The actual decision is where he chooses you (or, sadly, sometimes, your competitor).
We use the word “funnel” because the first phase involves many people. They will become fewer and fewer as this funnel narrows, especially during stage three (the decision).
How to convince the customer to choose your practice?
It is essential to plan a marketing strategy based on two fundamental pillars:
1. Positioning, i.e. you have to identify what you do better than your competitors, position yourself in a niche of your market and constantly communicate (we’ll see how) why a patient should choose you.
You should have a service and a target. Stop!
2. Belief system, meaning your values, philosophy, and beliefs you’ve been carrying around for a lifetime. By communicating the belief system to your patients, you will be able to establish an empathetic connection with them, capable of driving away potential unwanted patients and competition.
So, on the one hand, we, therefore, have the patient’s journey, which goes through 3 phases (Need, Research, and Decision), and on the one hand, you, with your Positioning and your Belief System.
Remember, our goal is to attract people that value your treatments and experience.
The ideal patient doesn’t ask at first: “How much does it cost?” and not even “Where do you visit?”.
You don’t need and should only aim to reach people based on price. Your marketing goal is to make patients understand, for example, that the mammoplasty operation you propose has a higher price than other surgeons because it is performed with a hybrid technique and offers advantages such as shorter recovery times and almost invisible scars.
To achieve your goals and grow in economic terms and personal satisfaction, you must bring the patient’s attention to reasons beyond the price!
If you can spread this message, you will get all those patients willing to spend a little more to get the best service. Considering this aspect, let’s now see with which tools you can meet patients and convince them to leave you their data.
The power of content marketing and Google Ads
You must do Google Ads and content marketing to convey the strength of your services, method, and positioning. That is, be on top of the Google search for specific keywords and constantly publish content such as blog articles (just like the one you’re reading), posts on Facebook or informative videos.
You have to “put your face” and be the protagonist in the first person, with the help of the copywriter, video maker and lead generation professionals like me.
In these contents, you will always have to reiterate your values, belief system and everything that can bring your ideal patient closer.
Remember: «The secret is not to run after butterflies but to take care of your garden, so they come to you.» Mario Quintana. One of the essential concepts of this article is just this: You must attract Patients!
When I point this out, the most reactive doctors ask me: «Yes, but after “attracting” potentially interested patients, how do I get their contacts?»Here we are at the crucial point of the content marketing strategy: having the right landing page is vital.
It can be a stand-alone landing page or a website full of good content, and there must be a contact form, a WhatsApp widget and an easy-to-find telephone number.
True, it takes time and investment to implement this strategy. I assure you, however, that it is the only one that will allow you to achieve your goals and increase your communicative authority.
Keep in mind that advertising an expensive procedure is risky. Google has its own rules and sometimes needs help getting its approval. In some cases, content marketing is the only option. That’s why you need a lead generation specialist.
10 Lead generations strategies for doctors
Lead generation for doctors can be a tricky business. After all, you’re not just trying to attract any old customer – you’re trying to attract patients who are in need of your specific medical expertise. But don’t worry, we’ve got you covered with 10 top-notch lead generation strategies that will have patients flocking to your practice in no time.
- Optimize your website for search engines. Make sure your website includes keywords related to your practice and is easy to navigate. This will help potential patients find you when they search for a doctor in your area.
- Use social media to connect with patients. Platforms like Facebook and Twitter are great ways to connect with patients and promote your practice. Share helpful information, answer questions, and engage with patients to build trust and establish yourself as an authority in your field.
- Attend networking events. Joining a professional association or attending networking events can be a great way to meet potential patients. You can also network with other doctors and specialists to refer patients to your practice.
- Offer free consultations. Nothing beats a face-to-face meeting, and offering a free consultation is a great way to introduce yourself and your practice to potential patients.
- Leverage patient referrals. Encourage your current patients to refer their friends and family to your practice. This is a great way to generate leads and build your patient base.
- Use online directories. Listing your practice on online directories can help you reach more patients. Make sure your listing is accurate and up-to-date, and consider purchasing a featured listing to increase visibility.
- Create helpful content. Creating helpful content (such as blog posts, videos, or infographics) can help establish your practice as an authority in your field. Share this content on your website and social media channels to attract potential patients.
- Use email marketing. Use email marketing to stay in touch with current patients and attract new ones. Send out regular newsletters and promotions to keep your practice top-of-mind.
- Host an event. Hosting an event, such as a health fair or open house, can be a great way to generate leads and build relationships with potential patients.
- Use paid advertising. If you’re looking for a more direct approach, consider using paid advertising to drive traffic to your website. Platforms like Google AdWords and Facebook Ads can effectively reach potential patients in your area.
Lead nurturing for doctors
Lead nurturing for doctors is all about building trust and relationships with your leads. After all, you want to be their go-to doctor, not just a one-time visit kind of deal. But don’t worry, we’ve got you covered with some top-notch lead nurturing strategies that will have those potential patients becoming loyal patients in no time.
First off, let’s talk about personalization. Use the patient’s name and make sure your communication is tailored to their specific needs. Show them that you care about them as an individual, not just another lead on your list. And when a potential patient reaches out to you, follow up with them as soon as possible. The faster you respond, the more likely they will schedule an appointment. Trust us, a little bit of personalization and promptness goes a long way.
Next up, a CRM (customer relationship management) system. This can help you keep track of your leads and their interactions with your practice. This can help you personalize your communication and ensure you reach out at the right time. Plus, it’s like having a virtual assistant who never complains or asks for a raise.
Providing value is also key. Share helpful information and resources with your leads to establish yourself as an authority in your field. This can help build trust and keep your practice top-of-mind. And don’t forget about social media, it’s a great way to connect with potential patients and show them the human side of your practice. Share behind-the-scenes photos and videos, answer questions, and engage with your followers to build relationships.
Email marketing is also a great tool for staying in touch with your leads and providing them with helpful information. Send out regular newsletters and promotions to keep your practice top-of-mind. And speaking of promotions, offering special promotions or discounts can be a great way to entice potential patients to schedule an appointment.
Hosting events such as health fairs or open houses can be a great way to build relationships with potential patients and show them the value of your practice. And using retargeting ads can keep your practice in front of potential patients who have already shown interest in your services.
Last but not least, ask for reviews. Ask satisfied patients to leave a review on your website or social media pages. Positive reviews can be a powerful tool for attracting new patients.
That’s it, folks! With these lead nurturing strategies, you’ll be well on your way to building strong, lasting relationships with your patients. Just remember, lead nurturing is a marathon, not a sprint. Keep at it, and before you know it, those potential patients will be loyal patients for life. And if all else fails, remember the age-old adage: “Lead nurturing is like dating, it’s all about making the other person feel special and desired.”
Just kidding, please always be professional and respectful of your patients, but have fun with it!
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Angelo is an experienced digital marketing professional with a proven track record of over ten years as a manager for leading brands and startups. Contact him today.