6 Mistakes Healthcare

Marketers Make

Why Lead

Generation Fails

Acquire More CustomersFebruary 7, 2011

Visit us at ResponseMine.com

Our

Philosophy

Efficiently acquiring a high

value customer is the killer

business strategy.

Better leads, brought in

exclusively, with a better

sales process, drive a lot

more margin.

If you are in the medical

field, pharmaceutical or

healthcare business, you

are probably familiar with

the following marketing

strategies…

CPA

CPL

Cost Per Click

Lead

Generation

Performance

Marketing

They all describe pay-for-

performance relationships

in which you pay third

party companies for each

lead they send you.

Quality Leads

=

Lifeline

However, simply paying

for leads is not a healthy

way to do business.

We will share with you 6

critical mistakes that can

doom a company‟s lead

generation efforts

6

Mistake # 1

Falling into the

„Cost Per Lead‟

Trap

Per

Lead

Cost

Strike “cost per lead”

from your vocabulary

Seeking a low cost-per-

lead sets you up for the

wrong goal. Your real

goal should be to win a

profitable customer at the

lowest possible cost.

Focus

Cost Per Acquired Customer

Lifetime Value of a Customer

Mistake # 2

Wasting traffic with poor

conversion

Improving your site conversion

is the most important lever you

can pull to increase customers.

How can you

increase conversion

rates?

Understand the intent of your traffic

Site visitors at different stages of

the sales cycle will need different

content and landing pages with

different offers and information.

Allow visitors to convert on their

own terms

Provide a number to call

Provide a form to fill out

Test. Test. Test.

For more fundamental tactics and other examples, visit ResponseMine.com

Mistake # 3

Failing to use content to pre-qualify

Healthcare marketers often

make the mistake of over-

qualifying prospects.

Put content in the right places

so prospects can self-select.

If you provide relevant and

compelling content, prospects

qualify themselves.

Mistake # 4

Forcing the form kills interest

Time is the worst enemy in

lead conversion

The internet makes it easy for

people to just fill out another

company‟s form and go with them.

Our Advice:

Act FAST!

Provide a Toll Free Number

Encourage people to call.

Your chances of converting

are much better with a

trained human being talking

to an interested human being.

Online Registration Form

Use forms as a secondary measure

or in addition to a toll free number

Let the offer and value proposition

carry most of the qualification load

Mistake # 5

Stopping after you become

„Number 1‟

Achieved A Number 1

Ranking

Why Here?

Make sure to…

Go after long tail keywords, which

convert at higher rates

Create content rich feeder sites to

drive additional traffic to your main site

Simply put, the more

optimized healthcare lead

generation content that

you “own” online, the more

attention, leads and

customers you will gain.

Mistake # 6

Failing to invest in testing

First, ask yourself…

Did I allocate funds for a

significant amount of testing?

Do not look for

Home Runs

Focus on

Segmentation

And other building blocks of

your digital campaign

Customer Segments

Offer Segments

List Source Segments

A smart testing program will

produce a stream of incremental

increases in the conversion rate.

Test. Test. Test.

If you enjoyed the presentation:

Why Lead Generation Fails

Six Mistakes Healthcare Marketers Make

That Kill the Sale

or would like to download the full

whitepapers please visit us at

www.responsemine.com

The End.

What is Response Mine

?

Response Mine Interactive (RMI) is an

award-winning digital agency that helps

clients acquire more customers using

direct response digital marketing. For the

past decade, RMI has generated billions

of dollars in revenue for leading brands in

the b2b, healthcare, travel and home

services channels. For more information

visit www.responsemine.com or call

(404) 233-0370 x318.