What is Call Tracking & How Can It Help My Medical Practice?

MyMedLeads offers powerful call tracking features that integrate fully with our lead management software. Call tracking allows you to provision unique tracking phone numbers to assign to different ad campaigns. When someone calls this tracking number, the call is automatically routed to your office phone. Each call is recorded and the caller’s data is captured and entered into MyMedLeads, reducing the amount of manual data entry for your staff.

The software can pick up an incoming phone call before the phone even rings in your office. MyMedLeads displays a desktop notification to alert your staff moments before the call comes in. This popup shows useful caller data including the marketing campaign that they found your practice through. Clicking on the notification automatically opens a call capture card within MyMedLeads. This functionality enables quick service and ensures that every lead and potential patient is captured. Automatic lead source capture also increases the accuracy and credibility of ROI calculations.

Call tracking also converts a caller’s phone number into a clickable link when entered into the system. Now, when your staff is going through their daily follow-up list, outgoing calls can be made quickly with the click of a button. Auto-dial features help increase productivity while removing the “dead time” from the calling process. This functionality also enables the system to keep a complete record of phone communications with each lead. These logs show things like how long it took staff to call a lead back once the inquiry was received and the number of times the lead was called. Activity reports are used to generate staff performance reports that reveal metrics such as average response time, total outbound calls and conversion rates.

The ability to track the origin of every call your practice receives gives you access to crucial performance data. It makes no sense to spend money on advertising without knowing which campaigns are generating phone calls, and more importantly, sending your practice paying patients. Call tracking and ROI reporting features give you the ability to view all of your campaign conversion data directly in MyMedLeads. These detailed metrics give you the insight you need to optimize your ad spend and adjust your marketing approach accordingly.

[table style=”2″]
Online Call Tracking Offline Call Tracking Call Tracking & Reporting
Google Adwords TV Commercials Response Times
Organic Search Results Radio Spots Call Sources
Online Directories Magazine ads Outbound Call log
Email Campaigns Billboards Call duration
Social Media Direct Mail Call Recordings
Yelp Page Brochures Follow Up Habits
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Visit MyMedLeads.com now to sign up for MyMedLeads lead management and call tracking software.

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Create Landing Pages That Convert

Engage More Potential Patients Online

According to a Pew Internet study, in the past year 72% of U.S. Internet users have gone online to search for health-related information. Of this group, 77% start their research with Google, Bing or another search engine, signifying that a solid SEO strategy for your practice website is more important than ever.

However, optimizing your medical website to show up in search results is only half of the equation. What actions a user takes once they reach your site has a lot to do with how well your website is optimized for conversion. While there is no exact formula for the perfect landing page, there are some common elements that have been shown to increase your odds of converting a website visitor to a patient.

Below is a useful template to help you get started created landing pages that convert more visitors to patients.

9 Elements of a Successful Landing Page

  1. The primary headline is typically the first thing a visitor looks at when they land on your page. A good headline will entice the user to read on, while a bland headline may not resonate with why they clicked on your link in the first place, and result in them hitting the back button before giving the rest of your content a chance.
  2. The sub-headline is your next opportunity to hold the visitor’s attention. While the primary headline is important, it is often limited in its length and scope. The sub-headline gives you a chance to expand on the main headline and provide further details as to why the visitor did in fact come to the right place.
  3. Good landing page copy is visually appealing in its structure and tightly written. Visitors should be able to intake the information they came for quickly and easily. Break long-winded paragraphs up into manageable chunks and bulleted lists that are easy to scan. The opening text, much like your sub-headline, should provide further incentive for the visitor to stick around.
  4. A strong call to action is another crucial element, as it directs the visitor on what to do next (i.e. converts the user on your business goals). Whether that be scheduling a consult, downloading an eBook or signing up for your newsletter, the text should be compelling and attention grabbing. Keep it concise, ensure that it is action-oriented and creates a sense of urgency.
  5. Buttons should be large and instantly recognized as clickable. The color should be something that stands out and should be placed high on the page so that the user doesn’t have to scroll down to find it.
  6. Use relevant video and images that resonate with your copy. The rich sights and sounds of video and audio can often do what text alone cannot. Video testimonials from other patients are particularly effective, as are videos that feature the doctor speaking directly to the visitor. The use of video content promotes a sense of credibility and trust, and has been shown to have a positive impact on conversion rates.
  7. In addition to video testimonials, including text-based testimonials and other trust indicators increases your credibility and the likelihood that a visitor will contact your practice.
  8. Don’t overwhelm visitors with too many links. Having too many links on a landing page can be distracting and have a negative impact on the conversion rate for that particular page. An abundance of links may make sense on your homepage or another top-level page, but for landing pages it is best to keep things simple and focused.
  9. Finally, keep it above the fold. Above the fold refers to the area on a webpage the visitor immediately sees without having to scroll. The most important elements of your landing page should reside here (contact forms, call-to-actions, videos, etc…) Never place a call-to-action in a place where the visitor has to search for it.
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Informational Keywords vs. Conversion Keywords

Discovering Which Search Terms Deliver Paying Patients

When it comes to their SEO campaigns, most doctors focus on getting a high volume of visits to their website from Google each month. While high volume site traffic is important and certainly looks good on paper, it’s only part of the equation. It doesn’t matter how many people come to your site, if the majority of them aren’t filling out a form or picking up the phone to call your office, then that traffic isn’t doing you any good.

When it comes to keywords, there are two types of search terms: informational keywords and conversion keywords.

Informational keywords tend to bring visitors that are mainly seeking information, advice or an answer to a question. These keywords usually have high search volume, but they convert at a much lower rate.

Conversion (or transactional) keywords on the other hand, often have a lower search volume, but are more likely to lead to a sale or some other form of action (filling out a form, calling your office, etc…). Higher converting keywords usually fall in the “long tail” keyphrase category. A long tail keyword is a search query that is very specific and is usually made up of 3 – 6 words.

A person who is using a short tail keyword, like “skin rejuvenation” or “skin care” for instance may just be looking for simple skin care tips. A person who searches for “chemical peels south Austin” on the other hand, is considered to be further along in the purchasing process and more likely to convert. These individuals have usually already done their research and know what it is they want. They have read through the advantages and disadvantages of certain treatments and decided that a chemical peel would provide their skin the most benefit. At this point, they are now trying to decide where they should go in their area for this specific service.

These transactional keywords are obviously the search terms you want you SEO company to be focusing on to achieve your best return on investment. But how do you go about figuring out how profitable a keyword is for your practice?

MyMedLeads Keyword Conversion Tracking Tool

MyMedLeads offers a built-in keyword conversion analysis tool that shows you the exact search terms that a lead used to find your website. More importantly, it reveals which of those keywords resulted in actual revenue for your practice. This data can then be used to refine and optimize your search campaigns to focus on search terms that bring you the most profitable traffic. Visit MyMedLeads.com to learn more about SEO & PPC revenue tracking tools for doctors.

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Medical Marketing Study

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Running Your Practice without MyMedLeads Could Be Costing You.

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5 Key Components for Higher Patient Conversion Rates

In the past, medical marketing was fairly easy and straightforward. Physicians advertised their services in magazines, newspapers, billboards, radio and TV ads. Today’s shifting marketing environment looks quite different though. Comprised of multifarious channels and integrated media, the advertising landscape of the information age now offers consumers a myriad of options for discovering, interacting with and evaluating your medical practice.

The proliferation of new marketing channels and mobile devices has undeniably created greater opportunity for physicians to connect with potential patients. On the flipside, it has simultaneously made marketing and lead management more complex than ever. In order to grow their practice, physicians need to ensure that their staff members, marketing and lead management are all aligned around a common infrastructure of ROI-focused strategies and workflow efficiency.

As the marketing ecosystem continues to grow and transform, there are 5 essential elements that medical practices should focus on. Concentrating on the 5 best practices outlined below will not only increase the number of leads your practice receives, but the number of leads you convert to paying patients.

Market Intelligently

When it comes to marketing, most doctors are flying blindly. Advertising investments are frequently based on opinions and guesswork, which often results in thousands of dollars of wasted revenue. Medical professionals should be looking at their marketing the same way they view the medicines and treatments they use in their practice. These treatments have undergone repeated testing and analysis before they are approved for clinical use. Physicians should uphold their marketing investments to the same rigorous standards. Most medical offices do not track marketing ROI because they assume it is a cumbersome, time-intensive process. If your office uses outdated tactics like spreadsheets, email inboxes and asking the lead how they found you, then yes, it is.

Lead tracking and lead management systems provide an efficient solution to automatically capturing leads and measuring the performance of individual marketing campaigns. Using integrative technology and unique call-tracking phone numbers, a good lead management system will track where each lead is coming from. This data is then reconciled with lead conversion data to generate highly accurate ROI reports. Using these numbers, medical offices can make strategic marketing decisions based off what is working.

Optimize Your Website for Conversion

A number of doctor’s offices are losing out on a large quantity of leads due to a poorly constructed practice website. Research shows that 80 percent of Internet users in the US search online for health-related topics. In order to attract and engage these users, you need a well-designed, information-rich site with clearly defined actions for visitors to take. Medical websites with high conversion rates usually contain the following elements:

  • An eye-catching call-to-action and form at the top of the page. (Forms should be simple and easy to complete, yet collect enough information to contact and market to the lead.)
  • Concise, attention-grabbing headlines and copy. It is recommended that content be broken up into chunks and bulleted lists so it is easier to scan.
  • A relevant video or imagery near the top of the page. Videos are a proven tool for increasing conversion rates.
  • Visible patient testimonials. These can be text or video. Testimonials indicate credibility and engender trust.

Train Your Staff in Lead Management

Studies have shown that 20 to 30 percent of your potential new patients are lost on the initial phone call to your office. Most medical office staff members are not properly trained to promote and sell the medical services their practice offers. The initial conversation a caller has with your receptionist will unconsciously shape their overall view of your practice. For this reason, it is worth your time to provide training for your staff in phone etiquette and best practices for converting callers into appointments.

Respond to Leads Quickly

Research shows that leads who are called within the first 10 minutes of being received are 70 times more likely to convert than those contacted an hour after being received. Even if a lead decides to shop around and call other practices, they will typically form a memorable bond with the practice that contacted them first with useful, relevant information. This sense of loyalty often drives the lead back to the medical office who first came to their aid.

Nurture Leads Consistently

If your practice does not have a system in place to nurture leads that do not schedule immediately, then you are missing out on a substantial opportunity to grow your practice in the future. Statistics show that for every 9 inquiries your practice receives, only 1 schedules a consultation. A lot of practices only send out an auto-response email when someone fills out their online form. These emails typically offer no valuable information to the patients needs, other than a “Thank You” and “We will contact you soon”. Practices that do utilize an email marketing program are usually doing so ineffectively. While sending out general newsletters and updates to your entire database has its place, this is not effective for nurturing leads. Lead nurturing emails should be specific and personalized. The goal is to offer the lead highly relevant and targeted information at just the right time. If done effectively, lead nurturing email campaigns will keep your name in front of the prospect and significantly increase your patient response and conversion rates.

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Case Study: Optimizing Medical Lead Conversion Rates

In a lead management response study, medical lead management company MyMedLeads examined data from thousands of leads generated through 40 plastic surgeons over the past 3 years. The goal of the study was to identify which lead generation tactics were most effective in converting leads into a scheduled consultation. The results of the study are below.

Response Time

  • The data revealed that the most critical component to converting leads to patients is response time. Calling leads in 12 minutes or less upon receiving them drastically increases conversion rates. In fact, conversion rates begin to drop significantly if the lead is not called within the first hour. According to the data, the average medical practice takes around 9 hours to respond to form inquiries.
    • Practices that call leads in 12 minutes or less convert about 65% of leads into consultations, leads called in 1 hour convert at 31% whereas leads that are called in 9 hours only convert about 8%.
    • Being the first one to call a lead who may be shopping around online puts your practice at an extreme advantage over others. Leads have a tendency to feel a sense of loyalty to the medical office that contacts them first and provides them with the information they need.
    • Even if the customer continues to shop around and call other practices, they will have formed a memorable bond with your practice as the first to contact them with friendly and useful information. Leads are more apt to listen attentively to the first caller, and this subconscious sense of loyalty often drives leads back to the provider who contacted them first.

Following Up

  • Following up with leads proved to be another crucial aspect in achieving higher conversion rates. Practices that followed up at least 3 times with leads had a 36% higher conversion rate than practices that only called leads once.

Directory Sites

  • The data also revealed that the volume of leads coming in via directory listing websites and physician referral services were down about 65% from 2 years ago. There were some exceptions though. Physician referral services like 1800MySurgeon, that employ a more thorough process for qualifying leads before sending them to doctors, are still delivering a steady stream of new leads.
  • One of the reasons for the fall of directory sites in the past years can be attributed to the explosive growth of social networking sites.
  • More recently, Google has implemented algorithmic updates that have negatively affected the rankings of some directory sites.

Social Media

  • Social networking sites like Facebook, Twitter and RealSelf have evolved into powerful platforms to engage, nurture and convert leads.
  • Participating in online social communities enables physicians and medical staff to communicate directly with current and prospective patients, and disseminate information in real time.
  • Building a virtual community based on patient’s needs and interests helps to establish doctors as a credible voice of authority and engenders a sense of trust that inevitably translates offline. Results showed that doctors who had invested in social media typically generate more leads on their own website.
  • Niche social networking sites that cater to specific interests and communities can deliver highly targeted and relevant leads for doctors.
  • Results showed that leads produced through social communities like RealSelf convert at a higher rate, (so long as staff members respond quickly and adhere to the best lead management practices outlined above). These leads are generally more engaged and receptive to information. RealSelf is a specialized cosmetic surgery social networking site where users can communicate with other patients, find reviews of various procedures, ask medical questions and get direct answers from plastic surgeons and other medical professionals.
  • Doctors who participate in these forums are able to expand their outreach to patients, colleagues and other health care consumers. Physicians who provide patients with reliable medical information online are more likely to be viewed as experts in their field, and as a result produce more customers directly and indirectly.

Pay-Per-Click

  • Pay-per-click is an extremely effective means for generating online leads, though PPC setup and management can be a complex and time consuming process. If done correctly, PPC can deliver highly targeted leads to your website. To maximize conversion rates through PPC, most physicians will likely need to hire a professional company to manage and optimize their ad campaigns. Our data has shown that companies like ReachLocal consistently deliver high-quality, intent-driven leads.

About MyMedLeads
MyMedLeads is a patient relationship management tool used by medical practices to convert leads into patients. This tool helps office staff manage incoming ‘leads’ until the prospect is ready to schedule a consultation. MyMedLeads easily integrates with your website to help manage appointments and prevent no-shows.

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