10 Steps For Better Website Financing EngagementWe know that PRICE and FEAR are the biggest barriers for elective medical procedures. So why do we hide the financing offers on websites or make it difficult for the users to get this information? For years it has been commonplace for elective medical practices to feature financing someplace on their website. With recent technology advancements and government regulation of financing offers, there has been a substantial decrease in focus related financing placement on a website. Glacial Multimedia Inc., recently embarked on a study with CareCredit and 60 ophthalmology practices to try and understand what putting the best foot forward could do to traffic. Our findings were astonishing. Oftentimes financing was not even there, hard to find or involving a sentence with very little information. In most cases it was easy to see how this could be improved. The question then became…what type of modality would we use and would this make a difference in traffic? For the purpose of this task we assumed that if we get more qualified traffic that we would inevitably attract more patients.
What did we learn?If the financing offer has a homepage callout, place in the slideshow, and a detailed, engaging secondary page, then traffic could be increased. If we get more traffic we will get more interest. Nothing needs to even change with the marketing spend. All we actually did was make this a focus and try to work off the existing natural traffic and what we found was an across the board traffic improvement. It’s not rocket science that this simple equation works very well. The issue becomes how do you prioritize this with a website designer challenged on creating a modern minimal design? By not giving financing proper emphasis your practice will significantly decrease your pool of candidates and competitors will pick them up. We believe there is a way that appropriate engagement can be achieved even with a flat, minimalist design concept. If you are serious about marketing and serious about making your elective procedure more affordable this is an exercise that must be given some attention.
10 Steps to Increase Your Website Financing TrafficCreating website traffic is often about marketing mix. By using financing awareness in your marketing you are hitting the most important hot button, which is also the biggest objection to elective medical procedures. If you help them solve this problem you have a new potential patient. So why are removing this engagement from website home pages?
On Page Engagement Objectives1. Create a visible callout or navigation item either in header or other visible place above the fold. Make sure to evaluate this on computers of all resolution types. This should be visible on a small laptop or large screen computer. Make sure to answer this question on your mobile website as well. 2. Create an SLIDE on homepage slideshow dedicated to Financing and helping patients afford your elective procedures. Make sure you have a link going directly to you financing page 3. Optimize your financing page. To optimize your financing page you should have the following:
- Custom application link provided by care credit
- Unique text on page discussing your goals for helping patients with financing
- Inclusion of care credit consumer friendly video to help patients see the reality
- Bold financing offer if possible