Don't forget a call-to-action on your medical website
A call-to-action or CTA is a common marketing term. As a doctor, you may not have CTAs on your mind as you go about your daily routine. So let’s unpack how to use call-to-action tactics in your medical marketing.
The call-to-action – a secret marketing tool
November 21, 2022
The call-to-action as a guide, not a commercial tool
guiding website visitors
CTA #1: Make an enquiry
"If you do knee replacements, you might not want everyone in town to come and see you, to discuss various levels of knee soreness after a long weekend hike. I get that. But there’s a balance to be found between availability as a consulting specialist…and spending all your time in surgery."
The balance is achieved by fine-tuning your way to handle medical enquiries or web forms. If you have a very open call-to-action that invites anyone to contact the practice if they have any questions at all, then that’s exactly what you will get.
If you make it too strict and sound as if you only want to talk to someone who is ready to come in and have their knee replaced…chances are you will miss out on building a strong reputation as an educator or a key opinion leader.
If you are going to use the ‘Make an enquiry’ call-to-action, craft the message of that section meticulously, because it can be a floodgate that is wide open…or a piece of content that works as a gatekeeper in rather aggressive ways.
CTA #2 Check if you are a candidate
CTA# 3 Start here
"A ‘Start Here’ call-to-action on your website could lead to a web enquiry form, or it could invite the visitor to watch a video that you use to treat FAQs and prequalify the prospective patient."
CTA #4 Watch this video
videos for patients
"Few doctors I know seize that opportunity to use video in a consistent way, creating videos for patients. The reason: self-consciousness and technical challenges. They can both be overcome quite easily."
CTA #5 Download my ebook
Take action now: Book a free 1:1!
Did you see that? I used our own call-to-action. The next step is definitely recommended if you have been looking for ways to make your online presence work for you, in your private practice as a surgeon or as a practice manager in a group.
In your obligation-free 1:1 Strategy Session, we look at your current online presence and explore ways to use better CTAs.