Whether you are promoting LASIK or any other medical procedure, one of the most important features your website must have is called a lead magnet.
A lead magnet is an irresistible piece of content that provides value to a prospective patient in exchange for their contact information. The challenge is, most ophthalmologists don’t offer it.
Instead, the front page of their website is either focused on talking about their qualifications, technology, how many procedures they have performed and so on. There is nothing wrong with sharing that information on your website, but presenting it as the first thing a patient see assumes that is exactly what they are looking for when they land on your site.
Our job is to enter into the conversation that a prospective patient is having in their mind about LASIK and to provide them with valuable content that satisfies that curiosity.
Not everyone who lands on your website is necessarily ready for a LASIK consult. Some people – in fact – MOST people, are in research mode.
Having a “Lead magnet” is a great way to provide value to the prospective patient!
There are a variety of options that you can provide to prospective patients, the most common are a patient info-kit or a LASIK Self Test. These tools are a great way to provide value to a person who may not be ready yet to book a consult at your practice yet.
Once you receive their information, it is essential that you have a structured and automated follow up system in place. The key to helping a prospective patient is to mirror a natural human conversation, to add value as a trusted adviser at every step of their journey and to do so elegantly and transparently.
Click here to learn which lead magnet has generated our the most leads in 2018!
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