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10 ProvenLead Generators for MedicalCompanies

Steal

These

Ideas:

© Copyright 2011. Medical Marcom. All rights reserved.

Steal These Ideas:

10 Proven Lead Generators for Medical Companies

I’ve heard it over and over again.

“My Marketing Team doesn’t do anything like this. Marketing basically tweaks our website, makes our brochures, and things like that.”

What a shame.

Good marketing is far more than “collateral production” and “making changes on our website.”

My advice: Sit down with your Marketing Department or Agency and find how many of these 10 Proven Lead Generators you have working for you. Then let’s talk.

We at Medical Marcom can execute these strategies for you. Or we can come share ideas with your existing team.

Either way, we look forward to helping you get the leads you deserve!

Steal These Ideas: 10 Proven Lead Generators for Medical Companies


1. Measure, Analyze, Improve Does your website get measured and analyzed? If you’re not sure, go to your site’s homepage and right-click on your mouse. Choose “View Page Source.” This will open the source code to your homepage. It may be a little scary looking, but don’t worry.

All you have to do is hit CTRL + F and “find” google-analytics. If “google-analytics” doesn’t appear in the source code, chances are you don’t know the basics about how visitors find – and interact with – your site. As they say, what gets measured gets managed. And improved. With Analytics, you can learn – for free:

Number of visits, page views, time spent on site. Which are your popular pages? Which searched keywords bring traffic to your site? Which of your campaigns are bringing in visitors! Much more.



2. Make Google Choose You! Google has a job to do: Serve the most relevant Web destinations, in order, for each conducted search. Why does Google choose BD as its first choice for “syringes”?

Because BD let Google “know” that this page is very relevant for the term “syringes.” “Syringes” appears in the title tag, five times in the page text, and 11 times in the meta tags (below).

<title>BD Syringes and Needles</title> <meta name="keywords" content="BD needles, BD syringes, becton dickinson syringes, immunization, safety needles, safety syringes, tuberculin syringes, allergy syringes, oral syringes, insulin syringes, medication preparation syringes"> <meta name="description" content="BD injection products include conventional and safety needles and syringes, and specialty syringes for tuberculin testing, immunization and insulin delivery. BD also offers oral syringes and other pharmacy products for medication preparation.">

Make sure you “search engine optimize” (SEO) your pages to attract Google’s attention.

Meta tags a little over your head? No problem. Give us a call.



3. Give Extra. Get Extra. It’s nice when prospects come over for a visit. It’s nicer when they leave calling cards behind. You’ve got to give, and give, and give … before you get. So create an offer: Something … anything of value. Make it easy for your prospect to get it – just as soon as she leaves her email address. Perhaps even her name, company name, and phone. What might you offer? A research or white paper (such

as the one you are reading)

Access to a video

A promotional item when they schedule a demonstration

Inclusion on a premium list, perhaps a “First-To-Know” whenever you introduce a new product or service

The offer doesn’t have to be “big.” But it does need to provide real and immediate benefits. Make it valuable and, yes, your prospects will “pay for it” with contact information.



4. Split Test.

Not sure which offer will generate the most inquiries? Test it. Google allows you to A/B split – that is, you can serve one webpage to part of the audience and another page to the rest. On MedicalMarcom.com, my offer (this white paper) is the same for all visitors. But I’m testing how many fields of information I can request in exchange for the paper. 25% of the time, I ask only for an email address. 25% of the time, I ask for email and name. 25% of the time, I ask for email, name, and company. 25% of the time, I ask for email, name, company, and phone. Which will do best? I don’t know! What I love about split-testing is I don’t have to know the right answer. I can guess all I want. But I’d rather have my visitors tell me the right answer with their clicks.



5. Be Open-Ended. Ever get to a Contact Us page, see those * red asterisks indicating required field, and abandon the whole thing? Me too. When you design your contact form, design it for your visitor. Not you. The simple form to the right increased total inquiries by up to 40 percent for a publicly traded medical device company. We placed this form on every product page. (We kept a more in-depth form on a dedicated “Contact Us” page.) We used the ZIP code field to route leads to the correct sales representatives.

The open-ended field “What I’m looking for” allowed customers to ask for a manual, pricing on an accessory, a price quote – whatever. They were in control. And judging from the increased response, they liked that.



6. Fish Where The Fish Are. Did you know Facebook accounts for one in every four page views in the United States? YouTube is second with six percent of views.

Two sites. 30 percent of all page views.

Do you have a meaningful presence on both?

Medical device company Cardiac Science has more than 1,100 fans on Facebook. They post the latest about sudden cardiac arrest, cardiac monitoring, and related stories.

They have multiple photo galleries (photos get lots of visits). “Fans” routinely leave comments on their “Wall.”

Cardiac Science also generated more than 100,000 views on YouTube. Undoubtedly, some prospects discovered the company this way. At a minimum, it’s easier for Cardiac Science reps to begin conversations with those aware of the brand.

It’s easy to replicate their success. Medical Marcom can help.



7. Engage Distribution. If you sell medical devices, you may use distributors and may run “SPIFF” promotional programs. Why not create a dedicated microsite and reward each qualified lead as fictional company MedCo does below?

Tell distributor reps about the promotion with a simple, text-only email with link to the site. Getting click-through is all that matters. Be sure to reward sales managers and “headquarters” as well. Doing so shows partnership. It also increases the likelihood they’ll send out the email for you, giving you an implied endorsement.



8. Embrace LinkedIn. Stop thinking about LinkedIn as a “job search site” for resumes. LinkedIn is a goldmine for business! Yes, it’s important to have an updated and relevant profile. Post your photo. Include links to your company website. Add a Slideshare presentation or two. But for real magic, go to LinkedIn Groups and LinkedIn Answers. Look at the sheer size of these groups! Each of these members WANT to connect and discover business

opportunities … not just find job openings! Going to HIDA (Health Industry Distributors Association)? Leave a post in the group. Let members know to find you there! And here, Dave Walker asked a hot industry question in LinkedIn Answers and “met” 13 potential contacts.

I’m telling you … LinkedIn is a must for medical lead generation!



9. Host a Webinar. What better to demonstrate your subject matter expertise than getting in front of the room and teaching? Plan a Webinar a month or so in advance. Advertise it prominently on your site. Motivate your sales team to fill the seats!

I use GoToWebinar.

(Get a free 30-day trial at http://budurl.com/JDHgtw.)

Every prospect who registers leaves contact information. It’s yours to keep – whether the prospect attends or not!

On the registration page, qualify your lead with sign-up questions, such as: How many procedures do you perform a month? Do you have a budget for new equipment? Would you like a complimentary study on reimbursement?

After the Webinar, GoToWebinar gives you an attendance list and measures participant engagement. You can even record the presentation for playback – an excellent reason to email everyone afterward. Recapture lead information again – and provide a special offer to continue the conversation with you!



10. Call Medical Marcom. Medical Marcom specializes in marketing communications, strategy, lead generation, web development, and social media. Are you doing everything you can to bring business in the door? There are so many opportunities to share. This “Top 10” list is the tip of the iceberg. Consider these others proven lead generators: Blogging. Keeps your site fresh. Adds relevant content.

Prospects appreciate it and it improves your Google ranking. “Universities.” Online courses your distributors, customers,

and prospects can take. Demonstrates your subject matter expertise and shows you’re more than just “pushing product.”

Package inserts. Don’t let another shipment out the door without a “ride-along” introducing related products/services.

Online product registration. You may not even know who your customer is if your product goes through distribution. Give an incentive for online registration. Upsell.

Partner microsites. Let your alliance partners they’re important. Make multi-page microsites that cater to them.

Let’s explore ideas for your company. Click to schedule a no-obligation conversation with me. You’ll have immediate access to my up-to-date calendar: http://MedicalMarcom.com/schedule.

Joe Hage 917.405.3017

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F 3URYHQ /HDG *HQHUDWRUV IRU 0HGLFDO &RPSDQLHV€¦ · 8. Embrace LinkedIn. Stop thinking about LinkedIn as a “job search site” for resumes. LinkedIn is a goldmine for business!