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With just two months left in 2019, it’s the best time to look forward and start strategizing on lead generation trends in the coming year 2020. Whether you own a small hospital or big, your market focus is B2B or B2C; to grow business one always relies upon good leads. In the healthcare industry, the lead generation strategies are quite different than retail, insurance or any other industry; as we need to be more aware of the patient’s need in terms of their medical condition and urgency..
Here, we will be talking about the latest lead generation techniques and trends that will help you to grow your business, but before that let’s look at the very basic aspect of lead generation in healthcare.
In general, a lead is any person or organization who has expressed and shared their clear need and interest in the product or service that a company offers.
The same is true when it comes to healthcare, the difference lies in the level of trust and the urgency a patient has in terms of availing the service. The more urgent the situation, the more the likelihood of buying the service.
Let’s have a look at an example: A pregnant woman is enquiring about a delivery package. She has understood all the available packages with pricing and shown interests in 2 packages. Next, she has asked to schedule an appointment for an initial consultation. This is a good and qualified lead as there is a clear need and buying intent; had she not scheduled an appointment then this would just be a prospect and not lead.
Lead generation is a process in which you draw in and get individuals to give you their contact information. It is a series of techniques that you can use to gather leads.
Lead generation works on this notion: Finding approaches to make an individual or an entity your definitive customer immediately or soon. It implies getting their correct contact information like name, email, contact number, etc.
It is a strategy for channelizing your suspect to become a prospect and finally converting them to a qualified lead which involves a clear buying intent.
Examples include: If a user lands onto your website, browses through your weight-loss program and fills in the contact form at this page, this is lead generation. Getting the user’s information can be through various sources like websites, email, social media or even through a blog.
Yes, definitely! With new age hospitals and healthcare facilities coming up every year, it has become imperative for healthcare facilities to work on their marketing strategies to get new patients and retain older ones to have a that competitive edge.
With the double burden of disease prevailing in India, it has become mandatory for healthcare organizations to focus on their marketing strategies and know their patients beforehand.
Say for example A patient has undergone a whole body preventive checkup and through this checkup, the patient has been identified in the pre-diabetic zone; now there are very high chances of this patient to become diabetic in the near future. So, to make sure that this doesn't happen the healthcare facility should convert this potential lead to a qualified lead by using precision engagement techniques.
The hospital marketers can push content on the pre-diabetic condition and increase the patient’s awareness of the risk of developing diabetes and convince the patient on how this risk can be decreased drastically by availing their services.
Obviously, in this process the hospital should not sound desperate rather this can be done smartly by pushing content once or twice in a month over a period of 3-4 months.
There are two broad categories of lead generation channels: Outbound and Inbound. Both the channels focus on generating a good and qualified lead, but the process is very different.
Outbound marketing is more of a traditional way of marketing where the organization initiates a conversation through advertisements and promotions in the form of ads, trade shows, cold calling, etc. It is now considered an annoying way of promoting products or services.
Inbound marketing, on the other hand, is targeted marketing, where the customer finds you and initiates conversation. Here, you can attract users by sharing your content online, which is more of educating rather than promoting.
Outbound marketing is still very useful in attracting patients when it comes to the healthcare industry, but with the advent of patients becoming smarter day by day, this strategy would fall out soon. Look at the below stats:
With these statistics in hand, it has become extremely important to take advantage of inbound marketing in healthcare to boost patient engagement, thereby enhancing patient care outcomes.
All this starts when a visitor discovers your online presence or content, this can be sourced through email, blogs, social media page or website. The visitor then looks at your call-to-action (CTA) which directs the user to a landing page, designed in a manner to create an offer for the user in exchange for their contact information.
So, it looks something like this:
There are several ways by which your prospective customer can be directed to a landing page. This includes a combination of both outbound and inbound strategies, some of the best inbound strategies that can be used in healthcare are as follows:
A lead generation software allows to easily create targeted and personalized marketing campaigns, which also makes it easy to distribute the campaign across various channels, such as website, social media, etc.
Below are the 5 best lead generation strategies for the healthcare industry in the year 2020:
After you have successfully generated a good amount of so-called leads, it’s very important to manage these leads and identify the actual qualified leads. How do you do that, Welcome to the lead management process!
A new-age definition of lead management is like this: “Lead management is the process of capturing leads, tracking their activities and behavior, qualifying them, giving them constant attention to make them sales-ready, and then passing them on to the sales team.”
So it looks like this:
Using an automation tool for Lead Management can easily help you to manage leads and get more footfalls. Here’s how:
Now that you know all about how to generate leads and manage them, we recommend you to try out DocEngage HCRM, which works AI-based algorithms for 0% Lead Leakage, High Lead Conversion, More New Patients, New Revenue By UpSelling & Patient Retargeting, Increase B2B Contracts, Cut Down Excels, and 100+ Benefits.
Have a look at the below stats of DocEngage HCRM till date:
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