How Strong CTAs Drive Online Activity at Baylor
by Lindsey Sharp
A hospital website, in and of itself, generally won’t bring patients in the door and create long-standing doctor-patient relationships. However, when you combine a strong content marketing strategy with strategically placed calls-to-action (CTAs), you not only educate and engage visitors but also connect them with the people and services at your facility that can help them in their time of need.
Most healthcare website home pages are littered with basic CTAs like “connect with us now by calling …” or “find one of our physicians by clicking here.” Healthcare websites may also employ static CTAs within their headers and footers, such as their 800 number in large font, or maybe a link to an online appointment request form.
But effective content marketing requires a dynamic CTA that is relevant and valuable to the consumer.
What defines a successful content marketing strategy?
A strong content marketing strategy goes beyond posting content about your organization and your services on your website. According to the Content Marketing Institute, it’s about using the content on your website to “attract and acquire a clearly defined audience—with the objective of driving profitable consumer action.”
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