Prescriptions are a mainstay in a busy clinic or hospital. Simply put, it is a call to action given to your patient. If you aren’t seeing actions from your marketing efforts, your prescription isn’t working. Your audience doesn’t know what you want them to do.
Prescribe an action
Take a page from your clinical playbook and write a prescription into your advertising – tell the reader what you want them to do. Here are a few suggestions:
- Schedule an appointment. It can be a specific type of appointment – such as an annual or sports physical, a flu shot or screening – but encourage them to come in.
- Visit your website. Invite them to read your latest blog or meet a new staff member. Just make sure to give them a reason to visit the website.
- Sign up for a newsletter. If your practice or hospital has a regular newsletter, getting your audience to sign up builds your email list, generates traffic to your website and keeps you communicating with them regularly.
- Host an event. Inviting your audience to a health seminar or open house strengthens your relationship with them when they aren’t sick. Then when they are sick, they remember the positive interaction and will turn to you for help.
Three keys to remember
Developing a call to action that delivers results is not always easy. You don’t want to be too direct and annoy your audience. But you don’t want to be so subtle that they miss what you want them to do. It is a fine line. Think about these three things as you begin drafting your
- Is it visible? Don’t hide it or make the text too small. If it is on your website, is it above or below the scroll? If it is below, your audience may not scroll down far enough to see it. Make it obvious through not only the placement but the colors, size, and shape.
- Is it clearly stated? Again be obvious. A strong call to action tells your audience what to do and why they should do it. Ask yourself how you’d respond if you were presented with the same call to action. Would you follow the prescription?
- Is it free of distractions? Pay attention to what is around your call to action. Is the text or images helping support the action you want them to take? Or distracting them? Related case studies or testimonials can help increase the conversion rate.
Educate. Engage. Empower.
Your marketing efforts should educate your patient or client about your services and how it can help them; engage them in a conversation (whether real or virtual); empower them to take action. Whether you want them to call, visit your website or take advantage of a special price or offer, be specific about the action you want them to take – then track the calls, hits or sales. You’ll see results. An effective call to action confirms your advertising or other marketing efforts are working.
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