Patient CRM Conversion Rates and Best Practices

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Patient CRM Conversion Rates

While I wasn't able to find pharmaceutical-specific conversion rate figures, I found several studies that examine conversion rates on landing pages in the healthcare industry. The most recent study suggests that the median conversion rate for healthcare landing pages is 2.8%, which is among the lowest of any industry. I've included this and other figures below, as well as some best practices for conversion rate optimization in healthcare and elsewhere.

AVERAGE HEALTHCARE CONVERSIONS

A 2017 study by conversion rate optimization firm Unbounce found that healthcare lead generation had a median conversion rate of 2.8%. The highest conversion rate Unbounce found for the healthcare industry was 12.3%, lower than every industry they examined except real estate and higher education. Broken down further, healthcare landing page conversion rates look like this:

"The 25th percentile has a conversion rate of 1.4%
The 50th percentile has a conversion rate of 2.9%
The 75th percentile has a conversion rate of 5.8%
The 90th percentile has a conversion rate of 9.3%"

These conversion rates, again, are among the lowest of any industry Unbounce examined -- they found that "[m]arketers who can consistently achieve anything above 5% are deemed superstars" in healthcare CRM.

Unbounce also offers a landing page analysis tool for benchmarking -- this tool may not be free, however.

An older (2015) report from Formstack, a landing page and form creation company, found slightly higher rates. Formstack reported the healthcare industry's average landing page conversion rate at 9%, still the lowest of any industry in the study. When it comes to specific forms, lead generation pages had an 11% conversion rate across all industries in the study.

CONVERSION RATE OPTIMIZATION BEST PRACTICES

Healthcare as an industry has several challenges that can keep conversion rates low. Medical websites tend to "have too much medical jargon," turning away some potential customers either because they can't understand the language or because the terms scare them. Unbounce's study found that "[f]or every additional percent of copy that used language evoking feelings of fear," conversion rates dropped by 10%.

Healthcare websites also tend to have trouble with SEO, which is vital to improving conversion rates. Pages in the top search results on Google "garnered 34.36% and 31.35% of total clicks" on desktop and mobile, respectively.

When it comes to healthcare landing pages, companies can make some changes to draw in more patients. These include emphasizing location and contact information (since oftentimes patients are looking for healthcare companies near them), showing compassion for the patient's condition, and demonstrating staff and physician expertise. Patient testimonials can also boost conversion rates -- one A/B test on a clinic landing page found that including patient testimonials led to a 101% increase in conversion rate on mobile and a 116% increase on desktop.

In general, landing pages have a few best practices that can be followed to improve conversion rates. Instead of simple A/B testing, online marketing firm WordStream advises testing between 4 and 10 different landing pages to find the one that converts the most visitors. They also recommend focused changes like changing the traffic flow once a customer is on the landing page and making different calls to action available where possible. Varying the call to action can especially help in healthcare, as patients might need different CTAs at different points in their healthcare journey. According to WordStream, these focused changes can "[bring] 3-5x the conversions AND [improve] lead quality."

CONCLUSION

According to an Unbounce study, healthcare website landing pages have a median conversion rate of 2.8%, among the lowest of any industry in the study. Even the highest performers in healthcare, at a 12.3% conversion rate, were lower than most other industries. Healthcare companies can improve their conversion rates by including patient testimonies, emphasizing contact and address information, and offering varied calls to action. One marketing firm suggests testing up to 10 different landing page variations to see which of these best practices resonates the best with any given business's customer base.
Part
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Part
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Patient CRM Conversion Rate Best Practices

Based on digital marketing resources and practitioners’ articles, best practices for increasing conversion rates of US pharmaceutical companies’ patient-centered CRM programs includes: managing content to be more relevant for the patients, more responsive communication tools, ensuring that there is a timely digital reputation and review check, implementing robust social media marketing concepts, incorporating testimonials, giving free trials, and other digital conversion techniques. These top conversion methods have already yielded results in common B2C portals.
Other conversion rate improvement techniques that can also be applied to pharmaceutical CRM programs are: better and simpler website design, more relevant content, use of placement of trust seals, nurturing targeted traffic sources, streamlined communication tools, and other conversion tips. Overall, these practices are used across B2B and B2C sites, and across various industries.
As the resources and practitioners referenced are focused on improving digital marketing knowledge, we can take the information that they have provided above as the top ones based on their experiences and results achieved.

US PHARMACEUTICAL COMPANIES’ CRM PROGRAMS CONVERSION STRATEGIES

There are several strategies that US pharmaceutical companies can use in order to increase the conversion rates of their digital patient-centered CRM programs. The techniques outlined below is for the total digital marketing scope of the pharmaceutical industry, that also includes CRM programs.
One way to increase patients’ conversion rates is to ensure that the site contents are relevant and targeted to the patients who will be visiting the site. It is important then to capture the patients’ information in a database to sharpen targeting focus efforts. The contents will be helpful in educating the patients on a product, in addition to other relevant information that can help lead to conversion. The contents on the site should also be optimized for search engine crawls for priority search listings.
It will be helpful as well to have on-demand communication tools like chat options or simple “contact us forms” to be able to answer patients’ queries in a timely manner. Having this option can address any possible barriers to conversion. Sending targeted emails on a regular basis with actionable content can also help the patients make faster conversion decisions.
As negative comments can be damaging to a pharmaceutical companies’ image, reputation management tactics can help address the concerns and manage overall online presence.
Social media can also help in increasing conversion rates. By sharing related articles from reputable companies, patients can better familiarize themselves with the pharmaceutical products offered by the companies.
However, too much exposure can also be damaging especially for pharmaceuticals companies as more people have tendencies to give negative reviews. It is important then to address these reviews promptly to prevent people from abandoning the site especially those who have read unsavory comments.
Other techniques involve giving away freebies and incorporating testimonials from other patients about how the product or service being sold helped them will build familiarity and trust, thus increasing chances of conversion.
The conversion rate tips above can be considered best practices since the resources and practitioners who outlined these tips were providing professional digital marketing advice based on their experiences and results achieved.

USEFUL CONVERSION STRATEGIES FROM OTHER INDUSTRIES

As patients are also end consumers in general, best practices from other B2C or even B2B industries can also be applied to increase the conversion rates of pharmaceutical CRM programs.
Having a simple, easy to navigate, and intuitively-designed website can take the patients directly to their target content and enable them to understand offerings better.
Having the right content intended for the purpose of specific programs for the consumers or for the patients can generate more interest and increase site visits that can lead to increased conversion rates.
Other tips include placing website trust seals, giving more attention to traffic referral sources, including more attractive graphics, and other digital marketing techniques.
Several websites across industries already got improved results such as increased conversion rates and improved sales figures after following these techniques.

CONCLUSION

Based on professional resources’ advice, some of the best practices to increase conversion rates of pharmaceutical companies’ patient-centered CRM programs involve better content management, more streamlined communication management, more website features such as testimonies, and other tactics. Across industries, added conversion tips include more enticing website design, better features and graphics, enhanced contents and other ways to hook in customers.

Sources
Sources