A is for Actionable: The Last Word Produces Engaging Results

By Kathy Roy Gaughran
Senior Marketing Strategist

act now call to action buttonSometimes the problem in a healthcare marketing effort is in what’s NOT included. For nearly every well-intended effort—be it an advertisement, a brochure or a website—a weak or missing Call-to-Action guarantees no measurable results.

It can happen (inadvertently, we hope) in the best of plans for hospitals and medical practices. A powerhouse community event, a health fair for example, generates a huge public turnout and everyone reports they “had a really swell time.”

But beyond feelings of goodwill and perhaps a bit of local news coverage, administrators and the purse-string-holders can’t track a specific return on the big budget investment.

Needless to say, you can’t overlook the call-to-action ingredient in the formula, but here are some useful tips about the actionable element in healthcare events, ads or collateral materials.

Think like the boss. Executive decision-makers want to know—before- and after the fact—exactly how the marketing effort will support high level goals and/or generate new business. Determine how the outcome will be measurable in dollars-and-cents or materially contribute to the big picture goals. It’s tough to sell ideas where the only objectives are “warm-and-fuzzy” and vague.

Begin with the end in mind. Establish specific goals, devise a means to measure results, and don’t lose sight of the action step(s) needed to achieve them. Don’t let the marketing process or project disconnect with the intended end game, such as identifying the needs of a patient, calling for an appointment, etc.

Understand the engagement chain. An actionable, next-step is an attractive link to the benefit(s) that advance their goal. When you appreciate the path they are on—toward a health-connected objective—engaging them with a call-to-action is a compelling and natural continuation.

Make it easy, obvious and interesting. A strong, benefit-laden message can trigger the desire for whatever is next in the process so make the call-to-action compelling, readily apparent and easy.

Include immediacy or urgency. Direct “act now,” “call now,” “here’s how,” or consider limited time, limited supply, early responders, etc.

Some of the strongest and most easily measured action steps include the following examples. Use this list as a starting point and custom-design your call-to-action:

  • Create a downloadable deliverable (podcast, reference chart).
  • Facilitate a sign-up or sign-in.
  • Follow us here (social media).
  • Get more information.
  • Meet or ask an expert.
  • Offer something useful (reference list, calendar, how-to info).
  • Set an appointment.
  • Solicit comments, ideas or answers to questions.
  • Subscribe to our (email, blog).

An effective call-to-action will link directly to a measure of response and results, but a weak or missing link breaks the chain. A final tip is to structure the call-to-action linking the actionable step to a benefit, such as: “Do [this] to get [that.]” “Call now to receive ____ .”

And, here’s our call-to-action…

For more on this topic from our free reference library, click through now to read: 9-Point Call-to-Action Checklist for More Engaging Healthcare Marketing Results.

Kathy Gaughran

Kathy Roy Gaughran
Kathy Roy Gaughran
Senior Marketing Strategist at Healthcare Success
In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high-level strategies required for long-term sustainability, plus the tactical execution used to accomplish the day-to-day successes. Kathy’s clients include practices with annual revenues well over $10 million and with annual marketing budgets up to $900,000. In addition, Kathy is an accomplished speaker, appearing at countless national, local and state healthcare associations. Kathy is a member of the American Marketing Association and The Direct Marketing Association.



Your proposal will include:

Competitor Intel Icon
Competitor Intel
Recommendations Icon
Our Pricing Icon
Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

Headshot of Jonathan Calure
– Jonathan Calure, MD

List of recent conversions