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Want to Grow Your Practice? You Need a Lead Magnet

December 15, 2016 by Randall Wong, M.D.

Use a Lead Magnet to Grow Your Practice | Healthcare and Medical MarketingA lead magnet is also known as a value offer.  These are marketing terms used to describe what you, the website owner, will give away in exchange for an email address.

The goal of using a lead magnet is to grow your email list.  Your list is the key to using  your website to grow your practice.  As you are learning, patients do NOT call your practice just because they found your website…using a lead magnet is the beginning of the process to convert a visitor to become a patient.

The Value Offer

Your lead “magnet,” or value offer can be your health-related newsletter, eBook, or presentation.  The value in your lead magnet is patient education.

You are offering education materials in exchange for an email address.  It’s a promise of an exchange of something valuable for contact information.

The usual lead magnet for most websites is a newsletter.  More ambitious practices might consider an eBook.  A cookbook or recipes for diabetic patients would be a great example.

Lead Magnet Starts Patient Conversion

Converting a website reader into a patient requires a process.  That process includes the following 5 steps;

  1. Find your website (your website has to rank)
  2. Consider your value offer (newsletter in exchange for email address)
  3. Appreciate value through your “magnet” (newsletter)
  4. Develop trust
  5. Make an appointment

Everyone equates website rankings with SEO (search engine optimization).  Once your next patient notices your website, you start the process of engagement, or conversion, by obtaining their contact information.

The value offer or lead magnet is your request for their email address.

Randy

Filed Under: Branding, Copywriting Tagged With: email list, engagement, lead magnet, Patient Engagement, value offer

Want More Traffic? Use Images in Your Posts

December 8, 2016 by Randall Wong, M.D.

Images enhance Blog Post Views | Healthcare and Medical Internet Marketing | MMEEvery website needs images, but so does each of your website articles published on your site.  Pictures, infographics, stock photos etc. enhance your articles.  They make them more attractive and increase the likelihood they will be clicked…and viewed.

There are many ways to make your articles more inviting to read.  Use of images is one of the best methods to dramatically improve your views by 80% or more.

Enhance Your Article with Images

Of course you want to use pics and photos in your marketing material and on your website.  These are just some ways you will want to use images.

  • Your article becomes more visually appealing and easier to read.  It becomes less boring.
  • Appeals to visual learners
  • May convey additional information about your article
  • Improves reader’s retention
  • Allows you to add a personal touch
  • Increases views if image is appears in local search

Don’t feel compelled to use clinical photos all the time.  Clinical photos can be mixed with non-clinical images to express feeling or entrench a message.  For instance, if a new drug receives “FDA Approval,” you might choose (as I have!) to insert a pic of a “thumbs up” or a rubber stamp that says “approved.”

What to Do and What Not to Do

I learned a hard lesson at the start of my marketing career.  I was caught, and successfully fined >$750, for the use of a retinal photograph downloaded from the Internet.  Here are a few “best practices” for use of images in your articles;

  • Do NOT download images from the Internet
  • Do NOT use material for which you do NOT have permission
  • Improve SEO by using ALT TAGS
  • Use images which are relevant to your article
  • Informatics enhance your message
  • Obtain consent if using recognizable patient photos

Royalty Free Photos – Free or Inexpensive

I use the following sites for my clinical publishing and for my marketing and podcasting.

Free “Royalty Free” Sites

  • Pixabay.com
  • Flickr.com
  • Morguefile.com
  • Canva.com (Canva is actually one of the BEST and FREE design and layout tools for graphics)

Inexpensive Stock Sites

  • Fotolia.com
  • 123rf.com
  • iStockphoto.com (pricier)
  • Depositphotos.com
  • Presentermedia.com

All the best!

Randy

 

 

 

Filed Under: Branding, Copywriting Tagged With: engagement, images, stock photo, visual marketing

Link to Sunrise Hosting Services

Website Not Ranking?

Did you just pay thousands for a redesign and realize that new graphics don't rank web pages?

Want to ReDesign Your Site? Think Again!

A fresh new look might seem like a practice builder, but how are you going to improve your website performance?

Social Media Confusing?

Do you really need social media? It may not be the right time to consider social media, or, it may not be right for your practice...but it can be a powerful tool.
_____________________________________

Randall Wong, M.D., Allergan, Allergan Access, Ophthalmology, Social Media and Medicine

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