The call-to-action on your site is your cash register. While the phone number on your site is the most important to drive leads, it’s important that you have multiple lead generation opportunities for patients. In our extensive experience with spine, orthopedics and pain management, we’ve identified 3 calls-to-action (CTAs) that work the best at driving qualified leads.
1. Get Your Free MRI Review
This CTA is best suited for spine and orthopedic practices that leverage MRI testing for accurate diagnosis and treatment recommendation. This CTA is especially impactful within search and social advertising campaigns, as well as on website and email CTA buttons.Requesting an MRI is a great opportunity to engage with qualified, potential patients. If someone already has an MRI, they will likely be more informed about a diagnosis and more likely to become an office visit. From the patient’s perspective, it’s a no-cost opportunity to engage one-on-one with a doctor. If someone is in pain, simply being able to speak to a doctor is a huge selling point. Plus, an MRI review can be done over the phone or through a video call without an office visit.Lastly, the ‘Get Your Free MRI Review’ helps all parties better understand if a clinic’s treatments are the right fit for their situation. Ultimately, if a patient’s MRI indicates they need a different treatment, then your clinic has the chance to put them on the right path. This is how positive word-of-mouth and referrals are born!That’s why we built our High Velocity Patient Acquisition Program that provides an all-in-one suite of patient lead generation, pre-qualification, MRI review, and scheduling services — all under one roof. If you’re interested in providing FREE MRI reviews, you can learn more here.
2. Try Our Online Pain Assessment Tool
Interactive pain assessment tools are one of the best ways to identify qualified patients and motivate those who might not reach out to do so. This is because they allow patients the chance to knock out a number of critical questions early in the process (and of course, from the comfort of home) and helps them get closer to finding answers. It also means your staff has a lot of important information to work with, well before you engage with the patient.For the potential patient, an online pain assessment tool allows them to get a head start on their diagnosis without having to leave their home. This is a significant opportunity to begin their path to a pain free life with only a small commitment.Results of these assessments can be discussed over the phone or a via a virtual visit. Just be aware – it’s critical your team follows-up quickly with assessment takers. A big reason pain assessment engagement is strong, is because patients want insight and results immediately. If your clinic consistently takes too long getting back to folks with results, your reputation may suffer.
3. Book Your Telehealth Appointment
The search term ‘telehealth’ spiked on Google in March of 2020 due to COVID-19. While Telehealth is not new, search volume is significantly higher than any other point during the previous 12 months. Practices have begun to rapidly adopt telehealth and patients are actively seeking telehealth as an option to office visits, where possible.So the CTA of ‘Book a Telehealth Appointment’ allows your spine practice to leverage something that’s top of mind and important to patients. In fact, in the current COVID-19 environment, many patients are willing to switch providers to those that offer telehealth options.By definition, telehealth can include a broad scope of healthcare services – from a standard intake appointment to a potential diagnosis. For spine practices, we believe an initial telehealth appointment can help determine if an office visit is necessary.
The Opportunity: Drive More Leads
The biggest takeaway here is that you need multiple CTAs to drive the most possible leads for your practice. While some patients will call you, others are looking to get a step closer to solving their back pain. Whether it’s a telehealth appointment, a free MRI review, or a pain assessment, you can provide a path forward and increase your overall practice leads.If you’d like to speak with an expert about how you can increase your qualified leads, request a free consultation.
Ross creates and manages impactful paid media campaigns that drive highly relevant traffic and conversions for clients. Since no two businesses are the exact same, Ross is a firm believer in thoughtfully tailoring solutions to each business. His paid channel of choice is paid search - but loves combining multiple channels together, to create a 'surround-sound' experience.