Why are High-Quality Medical Leads Important
With the rise in medical information freely available online, it is no surprise that more people are looking for healthcare facts, advice, and supplies using the internet. In fact, according to the Pew Research Center, 72% of US internet users have looked for health information online in the last year.
This digital convenience is changing the relationship between the healthcare industry and its patients. To get in touch with consumers, and the businesses that service consumers, B2C and B2B healthcare companies are turning to online lead generation for sustainable growth. But how do you generate high-quality leads for your business?
Web Capture Forms for Healthcare Lead Generation
We are all familiar with pop-up windows asking for our email addresses, and landing pages asking for our personal information. Web forms are one of the most common forms of online lead generation, and one of the most misunderstood by businesses.
Web forms, also known as lead capture forms, are a basic inbound marketing method that collect user data. These forms usually look like “fill in the blank” boxes asking for full names, email addresses, street addresses, and more. And though their main purpose is to generate leads, they may look and ask for very different information, depending on the business and industry.
The best lead capture forms are easy to understand, visually appealing, credible looking, are quickly accessible, and have a clear call to action (CTA).
Creating Your Lead Capture Form
Creating a lead capture form is not as simple as making a landing page or pop-up window. Designing the perfect lead capture form for your business needs to consider factors like:
- What your business is, and the product or service you offer
- Who your leads are
- What type of resources are available to you
- Whether a user would want to fill the form out for free
- If not, whether the data is worth offering a free incentive
- If the information being requested appears invasive
- If your website looks credible and secure
For example, if you are giving away limited time offers on health products, you would benefit from short lead capture forms to avoid frustrating potential consumers. Alternatively, if you have a small sales team, it may be better to ask for more data to make verification faster for your staff, or consider outsourcing verification to a reputable lead generation company.
Short Web Form Leads
Short lead capture forms are straightforward and fast to fill out, which means that more consumers will complete them. They are one of the most frequently used web forms for businesses, and can be as simple as asking for your name and email address. Short forms can be seen everywhere, from e-commerce to digital newspapers.
These lead capture forms generate a large volume of inbound leads, which means a lot of potential consumers for your product or service. Having a substantial number of leads ready to be contacted saves your sales and marketing team resources that they can now use to convert the leads into sales. Short forms also feel less invasive to consumers because they ask for very little personal information.
While there are advantages to using these quick forms, there are also disadvantages for using them in the healthcare industry. Many healthcare businesses avoid short lead capture forms because the leads are less likely to comply with government regulations. They also require more work for your team to filter out bad leads that will not result in a sale.
Despite this, short lead capture forms can be part of a powerful strategy for the right healthcare business.
Long Web Form Leads
Long lead capture forms ask the consumer to fill out more detailed questions and take more time, so they are less likely to be completed by the consumer. They are usually integrated into landing pages instead of appearing as a pop-up. Long lead capture forms sometimes offer incentives like free e-books or white papers in exchange for providing personal information.
These web forms generate higher quality leads because they allow your team or your lead generation company to filter out bad leads, leaving you with leads that are more likely to convert into sales. They also provide more context and details about the lead, which personalizes your sales team’s pitch for a better conversion rate.
Long lead capture forms are especially relevant in healthcare lead generation because they help filter out bad leads. It is crucial that all healthcare businesses adhere to government and industry regulations. Non-compliance risks serious legal consequences. The right questions in your web form could separate a high quality lead from a bad one.
The downside of these web capture forms is that they result in a lower volume of inbound leads, which could mean more legwork for your team.
After You Capture Leads
Once you start to generate leads using your lead generation web form, there are a few steps you can take to ensure the quality of your lead.
Call Verification
Call verification uses leads’ phone numbers to check that they are genuinely interested in the business’ product or service, and that they are compliant with government and industry regulations.
While this step is extremely valuable to convert leads, it is also an expensive use of resources. Outsourcing call verification to a lead generation company’s call center is a budget-conscious solution to this issue.
IP Geo-Location
IP geo-location is another way to make sure your lead is high quality and compliant. Partnering with an innovative lead generation company can let you take advantage of their advanced technology. However, not all lead generation companies have access to software that can filter out non-compliant leads from locations around the world. Choose a healthcare lead generation company that is a perfect fit for your business.
How to Master Web Forms for High Quality Leads
Learning how to generate high quality leads using lead capture forms is more of an art than a science. It is crucial to carefully consider factors like whether to use short or long web forms, and if IP geo-location and call centers are right for your business.
Partnering with a reputable healthcare lead generation company could be the best option for your healthcare business. Prizm Media offers web form creation, lead verification and bad lead filtering services that will help increase your ROI. Contact Prizm Media today at ___.