Insight

LANDING PAGES ARE SOME OF THE BEST TOOLS FOR CONVERTING YOUR WEBSITE'S ANONYMOUS VISITORS INTO MEASURABLE LEADS. By E N A B L I N G M A R K E T E R S T O gather information and track behavior, online landing pages provide an integral step between making a consumer aware of your hospital's brand and nurturing them to schedule an appointment. There are a lot of resources and best practices for landing pages in the B2C space, where consumers are looking to purchase a specific product. However, health decisions are more complicated than simply weighing the pros and cons of quality and price. These decisions can involve higher emotion and increased risk, requiring more research and nurturing with relevant content than a traditional, e-commerce style landing page provides. Retail-style landing pages focus on a straightforward sales process with a short conversion cycle. First, retailers identify customers who are looking for their products. Then, they strategically place ads and create content so their customers find their landing pages. Finally, the landing page gives customers all of the information needed to make a purchase (or convert). By showing customers exactly what they are looking for, facilitating an easy purchasing process, and meeting or, hopefully, exceeding expectations, customers will have a positive brand experience, keep coming back, and spread the word to friends in need of similar products. While the e-commerce methodology yields results for purchasing a single consumer product, healthcare decision- making is a much more in-depth, higher-risk process. No matter the decision being made, the consumer decision-making process (or buyer's journey) contains three stages that your digital content needs to address: » AWARENESS - Content for the Awareness stage provides information about symptoms and how they impact the consumer's life. Quizzes or assessments are a great conversion method for people in this stage as they help landing page visitors learn about their problems and realize they should take further action. » CONSIDERATION - For the Consideration stage, try providing articles and other content to help people decide why they should choose your facility and doctors, as well as which treatments they should consider. Infographics can work very well here, as well as offering an Ask a Question form where site visitors can send questions to LPNs or other mid-level providers. » DECISION - Finally, consumers reach the Decision stage. This is where you can invite landing page visitors to request an appointment right from your site with a clear call to action, as they're now armed with all the information they need to make an informed decision. Interested in how landing pages can generate demand for your hospital's services? Call True North Custom at 423.305.7692. WHEN PITCHING A NEW IDEA , WHAT IS THE FIRST THING YOUR CEO REQUESTS? DATA . WE' VE COMPILED OUR TOP THREE PICKS OF REPORTS AND CASE STUDIES THAT WILL CONVINCE YOUR BOSS TO UNTIE THE PURSE STRINGS. 1. HubSpot's State of Inbound 2015 http://hubs.ly/H02vK-G0 HubSpot's annual survey of thousands of marketers from companies of all sizes, across all industries, all over the world explores key elements of inbound marketing—from tactics for generating demand and capturing leads to tips for unlocking more marketing dollars. 2. Greystone's State of Digital Marketing in Healthcare in 2015 http://hubs.ly/H02vK_H0 This report, a collaboration between Greystone.net (Healthcare Internet Conference producers), Klein & Partners, and Sitecore, delves into the current state of digital marketing across the healthcare industry and provides best practices for catching up. 3. Contently's State of Healthcare Content Marketing http://hubs.ly/H02vMkF0 An overview of social media channel use, video and mobile apps growth, and features of industry thought leaders like Cleveland Clinic and Johns Hopkins. Need more insight for your marketing efforts? Download our State of Healthcare Content Marketing 2016 report from stateofhc.com. Studies That Build the Business Case for Innovative Marketing Healthcare Landing Pages That Convert 3 10 INSIGHT V12N1 TRUENORTHCUSTOM.COM insight into L ANDING PAGE CONVERSIONS

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