Lead Generation Strategies for Successful Health and Wellness Marketing
Nowadays, most health and wellness professionals are so busy working “in” their businesses that they fail to work “on” their businesses.
When you are too busy dealing with the day-to-day operations of your company which includes; customer hand-holding, supply-chain demands and marketing, appointments, paperwork, staffing etc., you might find yourself often neglecting to wield the right lead generation strategies that will help fuel your business’s growth.
So, whether you are a yoga instructor, massage therapist, counselor or holistic health practitioner, or just new to an industry, clients won’t easily line up and fill up your schedule unless you happen to be well-connected.
Here are some lead generation strategies that are a must if you belong to the health and wellness industry.
1. Optimize Your Website
Your website is your main healthcare marketing asset, and it needs to prove you are the absolute best at what you do. Regardless of what medical field your company is in, your website needs to be:
• Fast – A slow website will not generate leads. Almost 50 percent of visitors will hit the “back” button if a website takes longer than three seconds to load.
• Secure – You’re in health and wellness, which means website security is paramount. If for some reason your website isn’t secure, you’ve got a problem.
• Mobile-friendly – Your website needs to be built for mobile consumption since 62 percent of smartphone owners use their mobile device to look up health and wellness information, and 77 percent of smartphone users have used their smartphones to find local services.
• Coded for SEO – The best healthcare websites are coded in a way that makes it easy for the search engine’s software to find, crawl, and index them.
• Full of helpful content – Patients and buyers love content, and they love content that solves problems. Search engines also love content—the more content you have, the more chances you’ll have to rank for your top queries.
2. Content Is Everything
The average consumer—both B2C and B2B—uses the internet as a research factory. Almost 10 million online searches are for medical-related keywords on a monthly basis. This means you have 10 million chances to capture the attention of your target audience with content marketing. Content marketing includes the following:
• Blog posts
• Case studies
• Educational games/quizzes
• Email newsletters
• How-to guides and articles
• Promotional listicles in third-party websites
• Research reports and papers
• Trend analysis
• Website landing pages and content
• Influencer marketing
3. Online Reputation Management
Your website or landing page is often the first point of contact and has the greatest impact on a customer’s decision to use your services or look elsewhere. A website should, therefore, be user-friendly, providing easy access to vast information, and allow users to take quick action.
A great example would be the WebMD website, which is easy to use, providing comprehensive information on services, as well as preventive care.
User feedback and testimonials should also be given adequate attention, as this can not only help you improve your online services, but, it also encourages more active engagement within your community.
This offers huge benefits, as most people find comfort and confidence from reading about the success stories from patients who have undergone similar health conditions.
Newsletters and e-mailers also are extremely important in health and wellness digital marketing, as this is the best way to generate leads. The relevance and utility of information provided in this medium are of the utmost importance.
Personalization and segmentation of emails should be based on user interests and concerns critical to any successful marketing strategy.
4. Tapping into the Power of Micro-Influencers
You must be aware of some people on social media (not necessarily celebrities) who promote products from companies. These people on social media are called influencers and they have between 1K to more than 1 million followers on their respective social media accounts.
This is not only legitimate, it also works. According to Statistics:
85% of costumers trust peer recommendations over brand advertising
82% of customers are highly likely to follow a recommendation made by micro influencers`
94% of customers believe micro influencers are highly knowledgeable
5. Search and Display Marketing
You can invest in search advertising or display advertising or even a combination of the two depending on various factors such as search volume, brand awareness, nature and manner of service, and budget.
In many cases, a combination of these two marketing strategies works best – while search advertising is effective in targeting local consumers, display marketing helps to increase your brand value. SwaSwara - a wellness center in Gokarna, Karnataka - is a great example that uses both – search and display marketing. Their website is extremely attractive and knowledgeable.
Speaking of facts, 27% of consumers search for a specific business after seeing their display ad and that this results in a 59% increase in conversions.
Also, the Indian government understands the importance of preserving traditional knowledge and encourages wellness by setting up yoga and wellness centers.
6. Social Media Marketing
Social media has provided health and wellness companies with the ideal platform to promote marketing programs and initiatives. This increases the company’s reach and also lets them micro-target messages and assess ROI more effectively.
Lead generation through social media has the bonus of being quick and effective. A recent survey found that companies that use social media experienced revenue increases along with a 45% decrease in marketing costs.
The best way to connect with clients through social media is to be selective about what is shared across all social platforms. Provide useful health information to prospective clients, as well as consumers in general, via interesting infographics.
The content shared on social media sites can also be in the form of broad advice or it can be highly specific, depending on what is required. Social media platforms can also gain traction by participating in social health trends. This is one of the simplest, yet most effective health and wellness marketing tactics to generate aawareness about specific health concerns, as well as improving your brand reputation.
Making the transition from traditional marketing practices to digital marketing, can be fraught with problems and risks. This is why it is important to seek expert guidance.
A recent study showed that 41% of surveyed respondents said that social media would affect their choice of hospital or medical facility which shows that social media can be a vehicle to attract and retain patients.
As more and more consumers turn to social media to discuss their health concerns, it’s time to realize the benefits of tuning in to healthcare and wellness social media marketing.
7. Geofencing and Geoframing
Geofencing and geoframing are location-based services that you can use to engage your audience by sending messaging to smartphone users who enter a predefined area or geographic location. For instance, a consumer who’s entered your wellness center, or that of a competitor who you want to target for an upcoming promotion or special event.
You can also leverage geofencing to find customers of products or services related to your brand. If you’re a yoga center owner, you may find a high correlation between your yoga center members and people who visit organic food stores. In this case, you could use geoframing to target consumers who have shopped at such stores to reach out to new prospects thereby generating leads.
Protecting the brand image is extremely important for reputed health and wellness companies, as well as newer healthcare businesses. Negative reviews and false allegations can ruin the reputation of large brands and can absolutely destroy small start-ups.
Online reputation management (ORM) is a key component of any brand management strategy. The competition in the health and wellness industry is fierce and ORM plays a vital role in establishing and sustaining your credibility which will result in maximum lead generation.
One of the most important aspects of a healthcare and wellness digital marketing strategy is choosing the right marketing technology. This is because outdated solutions or non-integrable systems can disrupt operations and cost you sales.
A digital marketing agency can help to overcome these issues as well as provide you with the most effective strategic healthcare and wellness marketing plan for lead generation overall success.