By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    UV damage to eyes
    Warning Signs of Long-Term UV Damage to Your Eyes
    December 9, 2021
    degree for healthcare job
    The Ultimate Healthcare Recruiting and Staffing Guidebook
    March 21, 2022
    medicare part d benefits
    Everything that You Need to Know About Medicare Part D
    August 15, 2022
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    nursing program
    7 Tips to Picking the Best Nursing Program
    February 5, 2018
    Health Care: A Modern-Day Blade Runner?
    December 10, 2014
    Occupational Therapy Assistant | Medical Assistant | Home Health Aide
    In-Demand Healthcare Support Jobs
    April 16, 2016
    Latest News
    Top HIPAA-Compliant Messaging Apps for Healthcare Teams
    June 25, 2025
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 2025
    Strengthening Healthcare Systems Through Clinical and Administrative Career Development
    June 13, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Why Lead Generation Should Always Be Your Main Focus
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Why Lead Generation Should Always Be Your Main Focus
Business

Why Lead Generation Should Always Be Your Main Focus

Larry Alton
Last updated: January 9, 2018 7:36 pm
Larry Alton
Share
6 Min Read
Why Lead Generation Should Always Be Your Main Focus
SHARE

In the 90s, when the idea of “generating traffic” was first introduced, there was a mass explosion of companies you could pay to bring you traffic. Some people paid per visitor, while others paid flat monthly fees for a minimum traffic guarantee.

Contents
Think leads, not trafficLead generation also serves appropriate contentBe intentional when managing your own PPC campaignsQualified leads make for an efficient follow-upQualified leads should make up the majority of your paid traffic

There were multiple problems with this method, including the fact that the traffic wasn’t first qualified. In other words, the traffic didn’t consist of a targeted market, but rather anyone and everyone – including bots.

You probably know that generating website traffic isn’t a magic solution for getting more patients. Traffic is only helpful if it includes people from your target market. In the healthcare field, it’s not easy to generate targeted traffic en masse because most marketing companies don’t have the experience to understand how to reach potential patients. Despite the fact that almost everyone uses healthcare, not everyone is your target market.

Think leads, not traffic

A simple change in mindset and intention will make the difference for your healthcare organization, whether you’re running a small practice or a large one. You’ve got to stop thinking about potential patients as “traffic” and start considering them “leads.”

More Read

What can we do about overuse of emergency rooms?
7 Trends Driving Global Health and Life Sciences in 2015 [INFOGRAPHIC]
RN to MSN: 5 Reasons Nurses Should Pursue That Extra Degree
Paying More Because You Have Insurance: Is Cash Cheaper?
Boosting Efficiency in Hospital Labs with Analytical Tools

“Traffic” consists of faceless, nameless visitors you know nothing about. Leads, on the other hand, are individuals you know a little bit about that have been intentionally selected and driven to your website. Your leads may have been selected based on their location, age, businesses they frequent, and even content they’re interested in. They also may have filled out a survey indicating they’re interested in your type of healthcare services.

Lead generation also serves appropriate content

Lead generation isn’t just about creating a mass flow of potential patients to your website. The other half of the equation involves sending your leads to the right content. No matter how perfectly you target your visitors, your content will determine whether they bounce or convert.

General marketing agencies tend to send even well targeted traffic to general pages, or they create content that tries to hard sell the visitor too soon. According to one specialized healthcare marketing agency, a big mistake general agencies make is sending all traffic to the homepage. When people search for phrases like, “do I need a root canal,” the agency says “they should be directed to an informative page, not a page that only hard sells them for an appointment.”

The person searching for a phrase like the one above is still in the research phase. They’re not ready to make an appointment yet. This type of visitor is a good lead, and must be nurtured from where they are. In other words, this visitor needs to be served content that educates them on what a root canal is, and why they might need one.

Be intentional when managing your own PPC campaigns

With healthcare ratings on the decline, the way you generate leads is more important than ever. People remember their marketing interactions with brands, and you don’t want anyone to feel like they’re being spammed.

Make sure all of your PPC ads (paid ads) are relevant to the market you’re targeting. Avoid publishing ads that are misleading or vague, just to generate traffic.

Unbounce offers a detailed guide on how to create effective lead capture pages with appropriate rewards (lead magnets). This guide offers tips on how to maintain the continuity of your messages when someone clicks through to your content.

The article highlights the importance of continuity: “When someone clicks a CTA they have a level of intent that must be matched when they arrive at their destination. For example if they clicked on an ad for used pickup trucks, and they arrived at the homepage of a used car business where there was no direct mention of pickup trucks, immediately the message match has been broken and they will feel like they have made a bad click.”

Qualified leads make for an efficient follow-up

When your leads are qualified and appropriately segmented in your database, you have the power to reach them wherever they are. For instance, you can send a different newsletter to people in the research phase than you would send to people who are looking for a provider to book an appointment with. The former newsletter would take an educational approach, while the latter would take a sales approach.

Qualified leads should make up the majority of your paid traffic

All paid traffic – and traffic intentionally generated for free – should be made up of qualified leads. You can communicate a specific marketing message to qualified leads, and that specificity is how you’ll successfully convert those leads into patients.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

women dental care
What Is a Smile Makeover and How Much Does It Cost?
Dental health
June 30, 2025
HIPAA-Compliant Messaging Apps
Top HIPAA-Compliant Messaging Apps for Healthcare Teams
Global Healthcare Policy & Law Technology
June 25, 2025
recovering from injury
Rebuilding After Injury: Path to Physical and Emotional Recovery
News
June 22, 2025
scientist using microscope
When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
Global Healthcare
June 18, 2025

You Might also Like

Implementing Innovative Value-Based Purchasing and Readmission Reduction Strategies

October 7, 2012
digital-analytics-101-mobile.png
BusinesseHealthSocial Media

Digital Analytics 101 for Healthcare Marketers: Mobile Ads and Click-to-Call

April 15, 2016

3 Universal Factors Hospital Administrations Need to Keep Nurses Satisfied

July 12, 2016
HIE cash payment
BusinessHealth ReformPolicy & Law

Unintended Consequences: How HIEs Force Patients to Quit Their PCPs

July 3, 2014
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?