Landing pages are an integral component of online medical marketing and, more specifically, of successful medical sales leads campaign. An effective landing page can make or break a company’s online success, and in a competitive industry such as the medical device market, this type of marketing tool can give your company the competitive advantage it needs to build a high quality list of medical sales leads.
Landing Pages Help Funnel New Medical Sales Leads
Landing pages have been around as long as the Internet, and we have all come across one of these pages in one form or another over the years. Simply put, a landing page is an online webpage that encourages the user to complete a short form by filling in some of their contact information (phone number, e-mail address, etc.). These fields can also contain other pertinent information; such as the degree of need an individual may have for a particular medical device. While not mandatory, these pages often include some kind of incentive or “premium” – like access to a white paper, PDF document, or exclusive video – in exchange for providing your contact information.
In this post, we are going to review a few tips that your online medical marketing campaign can use to optimize your landing page for medical sales leads.
It is Clear and Succinct
Above all else, a landing page needs to be clean, clear, and easy to navigate. The structure and layout of the page itself is so incredibly important, as a poorly designed landing page will actually lead potential customers away from completing your lead generation form. Forms should have only the most necessary fields, like customers name, contact information, and the relevant medical information that will identify that person as a qualified medical sales lead. The page should also be designed in a way that visitor’s attention is drawn to the form itself, and more specifically to the “SUBMIT” button.
One mistake that many landing pages is the inclusion of too many extraneous links: links to testimonials, reviews, blog posts, social media profiles, etc. While on any other webpage these links are a no brainer, on a landing page these links only serve to give your viewer a reason to leave your landing page without actually filling out your form! This is especially true in any industry like medical device marketing, where consumers are seeking out as much information as possible. In order to convert your viewers into medical sales leads, it is important to keep them on your page as long as possible, encouraging them to complete your short form lead capture. Of course, the one exception to this rule is when you choose to include a link (typically a phone number) to a medium through which they can directly identify themselves as an interested, qualified medical lead.
Prizm Media Inc. landing page campaign to secure new B2B DME Suppliers
Landing Pages Require Proper Planning
In the world of landing pages, looks matter. Everything from font colour, size and choice, to the proper logo placement is important in making your landing page look both legitimate and appealing to prospective medical leads.
When it comes to the use of images (especially stock images), chosen images should be relevant and appropriate for the page without being a distraction. Remember, you don’t want to have anything on your page – design element or otherwise – that could potentially distract a prospective customer from completing your medical sales lead form.
Encourage your marketing team to develop a landing page that is simple, practical, and accessible in design but still manages to capture the character of your brand. While it may sound like a tall order, the right balance of flair and function could have a major impact on your medical device marketing campaign.
What is Your Value Proposition or Offer?
Every marketing team out there already knows the #1 selling feature of their product or service, and the medical device market is no exception. Because landing pages have such limited space for copy, choosing the right piece of information to share is imperative. While some products rely on statistics or quantifiable data in order to demonstrate their appeal, others rely on qualitative testimonials and human impact stories. This becomes especially interesting in the medical device market. Some companies will leverage an interesting statistic about the number of patients they have served, while others will choose to highlight one relatable patient testimony. Whichever it may be, your marketing team will need to identify and convey they most convincing piece of copy to place on your landing page.
Run A/B Variant Tests
Finally, and we’ve said it before here on our blog, but one of the most important steps in lead generation success is to conduct regular testing to assess the effectiveness of your landing page in procuring medical sales leads. The medical device market is so competitive and is constantly evolving. Engaging in regular testing will not only allow you to track the performance of your own campaign, but also keep you aware of what competitors are doing and how similar/different your marketing strategy may be.
One popular method of testing, particularly with respect to landing pages, is A/B testing. This form of testing essentially involves creating two relatively similar pages with some key differences. Assessing which of the pages performs better will allow your medical device marketing team to better understand some of the more subtle aspects of the phrasing, imaging, or lead generation form itself that your customers are responding to, and which may not be working as well as you think.