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Six Critical mistakes that can doom your efforts at lead generation. More important, you will learn how to turn lead generation into powerful customer acquisition channels.
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6 Mistakes Healthcare
Marketers Make
Why Lead
Generation Fails
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.
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