The call to action is a means of interaction between the provider and the prospective patient. Interaction is not just a step to provide a benefit to the reader (and new business to practice), it is a tool for engagement and the starting point of a relationship.
The website and medical practice
Your website provides an excellent opportunity to present your medical practice to a wider audience than almost any other advertising medium.
However, it is your website calls-to-action that help turn occasional visitors to your website (translate: potential patients) into actual patients for your practice with even greater regularity.
So here are some calls to action for you to incorporate into your practice so you can see more and more new patients in person and online.
Calls to action to improve your professional practice
When framing the action step, which is more than the last two words, the main considerations include:
Define your goals and objectives
- WHO: Know the needs or interests of your audience
- WHAT: Uses action words to lead and motivate
- WHY: Be clear about the benefits or the reward
- WHEN: Encourage immediate action
- HOW: Direct a simple and specific action (call, make an appointment, order now) * Stick to one compelling thing for the patient to do as well.
- WHERE: Provides an easy and obvious channel of action (phone number, clickable link, address);
* Make the CTA graphically strong and prominent.
Calls to action
Here are some ideas to start considering:
- Ask open-ended questions to inspire ongoing dialogue or discussion.
- Adopt creative, timely and thought-provoking ideas or concepts.
- Provide information through questions and answers, discussions, or online events.
- Include fun and engaging formats, such as contests or activities that educate and inform.
- Offers e-books, podcasts, webinars, or other downloadable online formats.
- It makes it easy to register or sign in (a form of commitment) for events, etc.
REMEMBER:
Instead of telling people to give you something (for example, “Make an appointment”), make them feel that clicking that button will give them something they can’t get elsewhere (for example, “Get a free consultation ”).
Even if you can’t actually offer them something for free, your CTA (call to action) must communicate the value of the desired result and turn their time into a commodity. For example, “Reserve a place” creates a sense of urgency, while “Register” is easier to ignore. Ultimately, think about who your patients are and what they want; then frame your CTAs to suit their needs.
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