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Great content is not enough. Make sure consumers know how to engage with you.

October 11, 2021The Coffey Team

You work hard to provide compelling content to engage your healthcare consumers. But that’s not enough. Great content may help you gain traction, but if there is no easy way for your consumers to engage with you further, you may have missed an opportunity to convert them to patients.

A clear and concise call to action (CTA) moves your consumers from passive to active participation. According to Unbounce, more than 90% of website visitors who read your headline also read your CTA. Whether on your website, publication, social media post, blog or infographic, CTAs capitalize on your followers’ attention and persuade them to take action.

Gone are the days of one-size-fits-all CTAs. Healthcare consumers are looking for information that is specific to their needs, and your CTA should get them to that exact information. Here are five things to remember when creating healthcare CTAs:

  1. Consider your consumer’s journey. Adding CTAs to all the touchpoints of your healthcare consumer’s journey will directly impact your conversion rates. Ideally, your offer should be directly in the path they travel as they explore and gather information.
  2. Determine the action you want your reader to take. The CTA often directs the reader to call and make an appointment. But depending on your goals, the CTA could be any number of other actions that attract, inform, engage or inspire your reader to share the content on social media or keep your organization top of mind. Some typical healthcare CTAs include:
  • Information: “Learn more,” “Download,” “Read more,” “Search our jobs.”
  • Participation: “Sign up,” “Register,” “Attend,” “Subscribe,” “Share,” “Enroll.”
  • Contact: “Call now,” “Schedule now,” “Book an appointment,” “Let’s chat,” “Email us.”
  1. Provoke emotion or enthusiasm with strong action words. Be specific and precise with words like: try, give, support, donate, schedule, get started, subscribe, sign up, download, get, grab.
  2. Create your CTA as an extension of your content. Make sure your CTA relates to the content around it. When writing about your new patient guide, a “Download guide now” CTA is much stronger and more specific than “Contact us.” Lead your reader to your CTA by making it a seamless extension of your content.
  3. Measure the performance of your CTA. Your calls to action help you gain valuable insight into what types of CTAs appeal most to your consumers and compel them to take action. A simple A/B testing program allows you to gather useful data even with limited resources.

We can help

Don’t leave your consumer guessing what to do next. Coffey can help you create strong CTAs in your publications and on your website that convert consumers to patients. Get in touch today to learn more about our content development and publication services.