Understanding Patient Landing Pages

 

A landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s commonly referred to as a standalone web page that is distinct from your main website. It is designed for a single focused objective.

Landing pages are critical for conversion optimization in paid search marketing.

Landing pages are also more engaging and can have well placed and designed videos right next to the custom call to action.

Generate More Patient Interest With Landing Pages

The objective of the landing page when used in paid search should be to capture the patient information so that you can easily communicate with them and help them move to the next level.

The length of your form and the level of personal data requested can have a direct impact on conversion. Ask for the bare minimum amount of information that will enable you to market to your prospects effectively. The fields in the forms can be made to be mandatory so that you get all the vital information that you need for follow-up.

A landing page can have distinct elements:

  • Call to action
  • A good tagline
  • An offer
  • Download white paper
  • Webinar registration
  • Self assessment test

Press Releases

Definition of Press Release: A press release, news release, media release or a press statement or video release is a written or recorded communication directed at members of the news media and other targeted publications.

Purpose: To announce something newsworthy. To let the public know of company or organization’s developments.

Advantage: Think of a press release as your ticket to publicity–one that can get your company coverage in publications or on TV and radio stations.

Need to stand out: Editors and reporters get hundreds of press releases a day.

So how can you make your press release stand out?

  1. Reason: Be sure you have a reason for sending a press release. A grand opening, a new product or a special event are all good reasons.
  2. Target: Make sure your press release is targeted for the publication or broadcast you’re sending it to. The editor of Health and Beauty is not going to be interested in the trading software you invented. Do not make the mistake of sending press releases without considering a publication’s audience.
  3. Format: Follow the standard format: typed, double-spaced, on white letterhead with a contact person’s name, title, company, address and phone number in the upper right-hand corner. Don’t forget to put a brief, eye-catching headline in bold type and a dateline – for example, “New York NY, May 30, 20017” – leading into the first sentence of the release.
  4. Length: Limit your press release to one or two pages at most. It should be just long enough to cover the six basic elements: who, what, when, where, why and how. The answers to these six questions should be mentioned in order of their importance to the story.
  5. Facts: Do not hype exaggerate the information. Write using short, clear sentences and stick to facts.