For hospital marketers, calls-to-action are the cornerstone of online campaigns. Every blog, social media post and e-mail should be directed at one desired action you want your prospective patient to take. The right combination of copy, color, and text can boost click through rates and ultimately your hospital’s bottom line.
But what makes a great hospital call-to-action? Here are some examples:
1. Invitation – Have a big event coming up? Everyone likes an invitation. Online invitations get clicked (add stat here) so create a CTA that clicks through to your event landing page. You can track success by offering a gift to people who mention the digital invitation.
2. Get Their Email – Who is visiting your website? Offer an easy-to-download cookbook to motivate every visitor to fill out a New Subscriber form. One Florida Hospital gets 18 new subscribers a week from their Free Cookbook CTA.
3. Phone Number – Don’t underestimate the power of person-to-person contact. When potential patients are having symptoms, they are more likely to reach for the phone than fill out a form in which they will have to wait to be contacted.
4. Find a Doctor – Hospitals use this CTA the most, so it must generate valuable patient leads. Make your CTA even more valuable by linking directly to doctors who provide the services allied with the content on your web page.
For example if your web page article is about the benefits of hip replacement, the Find a Doctor CTA should open to a list of orthopedic surgeons who specialize in hip replacement.