You’ve collected all this contact information from events, online forms, and email outreach. You’ve also got goals to increase revenue. Plus, you’ve invested in a fancy CRM system—or you’re thinking about it. Now, what?
Your answer: Lead generation.
You take those emails and that CRM system and start nurturing a one-to-one relationship with audiences that support your healthcare organization’s growth goals.
The key to success is to implement a process to catch your target audience’s interests, then keep in touch with them while they are researching until you lead them to the deeper end of the funnel.
Interested? Keep reading to learn key facts about lead generation and what it takes to do it well.
The 3 Goals of Lead Generation
- Engagement: Make your content targeted, informative, and useful for your target audience.
- Conversion: Your ultimate goal — get people to answer the call-to-action.
- Return On Investment: You want this to interaction to develop into a relationship.
Defining A Lead For Healthcare Organizations
CareContent works with a variety of organizations in the healthcare field — medical associations, hospitals and health systems, and healthcare support service providers, to name a few. The definition of a lead changes depending on your organization’s service offerings and conversion goals, but we generally think of three different types of leads:
- Business-to-consumer (B2C): Our hospital and health insurance clients tend to primarily target consumers, or people who can express an interest in health care services or events.
- Business-to-professional (B2P): Our hospital, medical association, and healthcare service clients are often targeting physicians, nurses, healthcare job seekers, or healthcare administrators with offerings that will benefit them as individuals.
- Business-to-business (B2B): Our healthcare service provider clients are often targeting hospitals and other organizations. Or health insurance clients may be targeting employers. The lead is generally a group of individuals that have to make a decision on a large purchase.
Each of these types of leads requires a different strategy and set of tactics. With more accurate targeting, your organization is more likely to get more leads that convert to patients, members, and revenue.
Top Lead Generation Channels
1. Search-Optimized Pages
If your service page has a nice design and a call to action button while there’s little informative content, chances are your target audience won’t find you through Google. Nor will they give their information after reading the page. You need in-depth descriptions about the service to help your target audience understand how your offer can address their problems.
2. Search-Optimized Blog
The value of a blog for healthcare organizations is tremendous. It targets audiences with different intents. If your audience are still trying to figure out their needs and not ready for conversion, a blog can serve as an interim engagement tool. If they are ready to convert, they can directly call for more information or fill out an online appointment form. This is a great way to generate leads and nurture leads.
Email is the holy grail of lead generation. It gets you directly in front of your audience without worrying about some random change to an algorithm.
That challenge is:
- Getting people to give you the email address, and
- Competing for attention with all the other messages and ads crowding their inbox. has been a key communication for lead generation.
That said, lead generation tactics that include email must have excellent, compelling content to get the desired response. This is why a strategy that dives into their needs is key. Otherwise, your audience will tune you out, unsubscribe, or worse, block you as spam.
4. Online Events
Events are great for one reason: direct conversation. With an online event, you’re not just pushing out messaging, but you can interact with your audience. They ask questions and share thoughts. This means you can filter out most promising leads and target them more precisely. It also means you have a feedback loop to inform your other digital activities: Their questions could become web pages or blog posts. Their comments can help you develop a better digital experience. This is also an excellent way to showcase thought leadership in the industry, and earn trust from your prospects.
Common online events include:
- Live streaming interviews or conversations with experts
- Online classes
Your healthcare organization’s website is where the conversion happens. When your potential target audience is ready to answer your call to action, you want to make sure that that last step is frictionless. For health systems and hospitals, an excellent provider directory is just as important (if not more important) than your website, informative services pages and the ability to schedule online or speak to someone about an appointment. Your lead nurturing efforts could fail if the last step is full of frustrations.
6. Social Media
Many healthcare organizations treat social media as another broadcast platform, and that is a mistake. It is true that you still need to put out ads in your social channels to increase awareness, but that is not the point of lead nurturing. People come to social media not looking to listen to you, but to find their peers and listen to them. Getting more likes on a video, more positive reviews/comments from your existing customers, and answering their questions can be more persuasive than telling them how incredible you are.
How Can CareContent Help With Healthcare Lead Generation
Step One: Define A Lead Generation Strategy
Before you can generate any leads, you need a strategy to define the target audience, value propositions, and key messages. Your strategy should answer a few questions:
- What are your goals?
- Which segments of your audience are critical to your business
- What are your target audiences’ interest, needs, pain points, fears, and hopes?
Step Two: Outline A Tactical Plan
You can gather people’s contacts through many channels — events, webinars, case studies, ebooks, etc. But not every channel is equally valuable to your target audience, so you need a calendar to map out channels you want to focus on, content topics and campaign schedules, and you also need a measurement plan that can help you identify the best performing channels.
Step Three: Develop Engaging Content
Content is the voice of your company. It’s the bait that hooks the fish. It determines if your lead generation can successfully get the attention from your target audience. Good content can pique your target audience’s interest and encourage them to take action. Bad content pleases no one, not even the search engines. Our content team is expert at developing compelling content on healthcare topics, including white papers, videos, blogs, web content, and landing pages.
Step Four: Test The Ideas
After your campaign is launched, it’s time to create the first test to see which content and channels get results and whether the content is resonating with your target audience.
CareContent will work with your marketing team through every step of the process to ensure your content is reaching your target audience through effective channels — with relevant content — at the optimal time.