Skip to main content

Monday, August 31, 2015

Before & after: Write stronger CTAs for your hospital magazine

Marjorie Reece, Lead Senior Editor

Great healthcare content inspires people to take action—to make healthier choices and to seek the care they need. 

It's your goal as a marketer. But even the best-written hospital or health plan magazine or newsletter can fall flat if it has weak calls to action (CTAs). Blah. 

So how do you beef them up? Just a few minutes of crafty editing can do it. On your magazine's pages, you can give your readers valuable next steps, motivate them to act, and bring them closer to your hospital and brand. 

5 ways to craft powerful CTAs for your hospital magazine

Try these action-stirring tips and techniques to motivate your healthcare consumers:

1. Clearly solve a problem. Your readers need something, and you have it. So show them exactly how you can help.

Before

Flu shot clinic: Thursdays through Sundays in September, 8 a.m. to 4 p.m.

After

Walk-in flu clinic. You don't have time for the flu—so take a few minutes for a flu shot.
Location: Springfield Medical Clinic
Hours: Thursdays through Sundays in September, 8 a.m. to 4 p.m.

2. Show the value. Why is a healthcare service you're providing important?

Before

To schedule a colonoscopy, call xxx.xxx.xxxx.

After

A lifesaving fact: A colonoscopy can help prevent cancer before it starts. To schedule yours today, call xxx.xxx.xxxx.

3. Offer a hook. Instead of using a vague "for more information," tell readers what they can expect and gain from taking action.

Before

For more information about our Girls' Night Out mammogram event, call xxx.xxx.xxxx.

After

It's Girls' Night out! Chair massages. Manicures. Chocolate. Mammograms. Bring a friend, and reserve your spots today—call xxx.xxx.xxxx.

Pro tip: Don't make your CTA a squeezed-in afterthought. When developing content, decide on the action you'd most like to inspire and make sure your callout has enough polishing and space to shine.

4. Create a sense of urgency. People will prioritize something that's time-sensitive.

Before

To make an appointment for a sports physical, call xxx.xxx.xxxx.

After

Who needs a sports physical? Spring sports season is coming up fast. Make sure your child gets a sports physical in February. Call xxx.xxx.xxxx to get on the list.

5. Make people curious. Healthcare consumers will take action if they're interested in what comes next. So promise useful, interesting information. And then deliver.

Before

Medicare presentations take place every Wednesday at 6 p.m. in Tower classroom A.

After

5 Medicare facts that can save you money. Join us for Medicare 101—and be in the know. Free 1-hour workshops Wednesdays at 6 p.m. in Tower classroom A.

Take action to inspire your readers

You need to deliver results for your hospital or health organization. Coffey's expertise in creating engaging healthcare content can help. We’ve got the goods and the words to take your healthcare marketing to the next level—in print, on social media and on your website. Call us at 888.805.9101 or email us.  

Related posts

Providing value: Does your healthcare content pass the test?
Spot on! 4 key attributes of compelling healthcare content
Setting goals for your healthcare magazine or newsletter


Get the blog by email!

New posts delivered every Monday.

EXPERTISE you can count on.

Top