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Has your practice tried attracting new customers with a lead magnet yet?
The term conjures up imagery of sales leads being pulled into your sales funnel by an invisible magnetic force. That certainly can happen. But, like all marketing activities, it needs to be done the right way or it will do nothing at all. So, how do you do it the right way?
We recently had the chance to take part in an amazing webinar with Jeremy Malecha, CEO and Founder of Biocanic. During that webinar, he walked participants through how to position your lead magnet in front of your target market, and then process and nurture the leads to ensure nothing slips through the cracks.
Here is what he recommends.
On the simplest level, a lead magnet is giving away something for free so you can get your brand in front of new people and then get those people into your sales funnel.
The classic example is offering a free PDF/ebook on your website for people to download, which requires them to fill out a form, which gives you their email address, and then you nurture them with email updates and offers. There are a lot of variations of this model. Your lead magnet can be a podcast, free trial, webinar, or quiz/assessment.
The bottom line is you need to offer something of value, which is actually where most lead magnet strategies fall down. Your magnet needs to be something that the target audience feels lucky to get and something they would probably pay for. If it doesn’t hold real value, it’s not a magnet – it's an inert block that does nothing.
During the webinar, Malecha used the example of using a four-week cleanse challenge, which is definitely something that a lot of people would pay for.
“Now that person can be automatically enrolled, and you can use that program as your lead magnet. And at the end of that program, you're going to say, ‘Hey, we're going to give you a free consultation,’” said Malecha.
“That consultation ends up being your sales call to get them into your practice to start working with you. But they've gotten familiar with your brand through your educational content.”
Now that you’ve got a fresh bundle of qualified leads, you don’t want to waste them! You want to categorize them, qualify them, then nurture them into customers. Most importantly, you need to do this as soon as possible to prevent these leads from going stale.
Automating this process is the only way to go, particularly for practice owners who don’t have much time to invest in their sales or marketing.
The good news is that there is a tool that was purpose-built for the cash-pay practice sector. Biocanic provides an intuitive platform that helps you nurture new potential clients directly within their Health Intelligence CRM.
It can help you:
“This can create a full end-to-end automation for your practice,” said Malecha.
If you’re not using automation or AI for your lead generation right now, you need to know that your competition almost certainly is. A recent survey reported that 68% of respondents in the healthcare industry said they plan to use AI to assist with lead generation and qualification, which was more than double the next most popular AI use case, which was generating copy for treatments and procedures.
It costs an average of $401.00 to acquire a paid lead (PPC, social ads, etc.) in the healthcare sector, and an average of $320.00 for an organic lead (SEO, blogging, etc.), for a blended average of $361.00 per digital lead. This means your leads are not cheap, so let’s make the most of them.
You’ve created a campaign around a valuable lead magnet asset, and you’ve enticed people enough to get them to provide their email address or phone number. But they may not be quite purchase-ready yet. Many of these leads (qualified as they may be) will need some time, nurturing, and education.
Once again, Biocanic can help you automate this process and strategically turn leads into customers and sign-ups.
“They’ve interacted with your website, your TikTok, or wherever you're using to attract individuals. They may not be ready to sign up today, but you want to have that e-mail campaign or engagement campaign in place so these would-be customers can get familiar with you,” said Malecha
“When they are ready and reach out for that sales call or that initial discovery call, you’re ready. Everything can be automated from there. There is no more manual entry and bouncing back and forth between systems.”
We’re proud to say that Cerbo has been integrating with Biocanic since 2020, which has allowed our clients to scale and grow their business through automating many of the tasks that were previously stealing their time.
This integration enables you to seamlessly track and trend lab data from 200+ standard and specialty labs that include:
The Functional Summary helps our practice owner review their client’s health journey at a glance and trend historical improvements over time.
If you want to see what Biocanic + Cerbo integration can do for your practice, we highly recommend clicking here to request a free demo.
We provide a do-it-all EHR, practice management, and patient portal solution that helps you slash the time spent on administrative tasks, freeing up your time to work ON your business instead of being trapped by tasks IN your business.
“While it takes a while to customize Cerbo to fit your practice, it is well worth the investment and ultimately saves time and money. The best part is that this translates into successful patient outcomes while minimizing the burden of charting, educating, and day-to-day administrative tasks on the practice team.”
— Dr. Kristann Heinz, MD, RD, Red Hill Medical + Wellness, Pennsylvania.
