When it comes to standing out in the $8.45 trillion healthcare industry, mastering direct response marketing tactics is mission-critical, especially for telehealth brands. Unlike traditional advertising strategies and methods, direct response is your way to speak to your target audience and compel them to take a specific action.
Based on your messaging, you can position the call to action to be a number of things, including completing a ‘Contact Us’ form, downloading a piece of health-related content, watching a video, or scheduling a telehealth appointment. The key to direct response is to inspire patients to take action. This will help you effectively grow your telehealth brand’s awareness and adoption.
Here are the top three direct response tactics telehealth brands should be using:
Information capture forms. The underlying success of any direct response strategy is tied to having your patients’ contact information. Whether that is creating a website form asking patients to enter their email address to access new health resources, or encouraging website visitors to share their contact information to ‘unlock’ new features on your website, you’ll want to find a way to engage with those that visit your online channels.
The more information you can capture, the better audience segments you can create. You can then use these more well-defined audiences to create email nurture campaigns to get your patients to take a specific action.
Health assessments or quizzes. 81% of direct response marketers use interactive content to attract new consumers. And, with a large percentage of patients actively seeking out ways to manage their health at home, online health assessments can be the perfect marketing tool.
Health or wellness quizzes that deliver information to patients are fun and non-invasive ways to engage with your target audience and begin to build the patient-brand relationship. Not only are these great lead capture vehicles, but they also allow you to learn more about your patients and better position your messaging to speak to their experience, goals, and health conditions.
Geotargeting messages. As the pandemic stretches on, patients are still more likely to seek out medical care from healthcare providers that are within a small radius of their home or work. Incorporating location or region-specific language in your marketing messages, especially paid search advertising is key. For example, rather than using phrases such as Affordable Telehealth Services in Georgia, try adding city-specific language such as Affordable Telehealth Services in Duluth. This way you’re able to signal to prospective patients that you are close to them and are offering the services they are looking for without them having to go too far.
Mobile geotargeting strategies can also be an effective tool to target and market to patients that are physically within close proximity to your office. For example, Target, Rite-Aid, and CVS all send out push notifications to mobile devices that are within 5-10 miles of one of their retail locations. Not only would this help spread awareness of your telehealth services, but it also is a great way to market to a wider range of patients who may not be actively looking for telehealth options.
With so many options for patients to choose from, getting in front and staying in front of prospective patients is more difficult than ever before. That’s why leveraging direct response marketing strategies can be the key to not just attracting, but also engaging patients at every touchpoint, and retaining patients through their entire patient journey.