Lead generation best practices for healthcare advertisers
Create demand with qualified patients and healthcare professionals, then nurture those relationships to drive appointments, registrations, and loyalty.
Common lead generation challenges
- Lead qualification: Identify high‑value prospects across service lines and specialties.
- Trust & credibility: Build relationships with potential patients or providers and encourage loyalty program sign‑ups.
- Consumer education: Explain complex or sensitive services in clear, patient‑friendly language.
- Data privacy: Collect only what’s needed and handle it securely, mindful of policy and compliance constraints.
The four pillars of healthcare lead generation
Create and capture interest with frictionless forms and compliant messaging across service lines.
Segment by timing, service interest, eligibility, and intent signals.
Re‑engage with reminders, education sequences, and transparent value propositions.
Sync to CRM or EHR workflows, route to service teams, and track outcomes.
Generate leads across multiple conversion locations
Website forms
Drive to your site and collect information there. Use website forms when sensitive or policy‑restricted questions are required.
Instant forms
Offer a quick, mobile‑first experience that auto‑populates fields and showcases benefits, eligibility, and service details.
Tip: Running both can accommodate patient preferences, lower cost per lead, and increase volume.
Optimize acquisition with automation and AI
Smart Targeting
Reach people likely to respond based on behavior, interest, and health‑related goals.
Creative Optimizer
Continuously test messages, proof elements, and layouts to improve response.
Placements+
Automatically find cost‑efficient placements across feeds, video, and messaging surfaces.
Service Catalog Ads
Showcase multiple service lines (e.g., primary care, dental, dermatology) from a single ad unit.
- Start broad with Smart Targeting by service category.
- Launch 1–2 evergreen creatives per service line with clear value and disclosures.
- Enable both website and instant forms where feasible.
- Add messaging or call add‑ons for urgent care or time‑sensitive lines.
- Rotate proof points: ratings, testimonials, or third‑party quality badges.
- Expand placements once early CPL stabilizes.
Diversify with a secondary conversion option
Website + add‑ons
Layer an instant form or call add‑on to your website flow to improve capture rates.
Destination optimization
Let the system select instant form or messaging based on user preference to increase reach.
Invest in your first‑party data strategy
Conversions API for CRM
Share lower‑funnel outcomes from your CRM (e.g., qualified, appointment set) to improve optimization for quality.
Conversions API for web
Share server‑side events (e.g., registration start/submit) alongside client‑side web signals to maximize coverage of key actions.
Adjust the customer experience to drive different outcomes
Instant form customization
- Form type: Choose more volume or higher intent (with a review step).
- Rich creative: Add brand colors, about, service details, and reviews.
- Gated content: Incentivize with exclusive health insights or prep guides after submit.
Conditional logic
- Filter and route by eligibility, timing, service, and region.
- Use proxy questions where direct asks are restricted; keep compliance in mind.
- Offer callback request scheduling for caregivers and patients.
Follow up with new leads quickly and clearly
Branded Calling
Display your organization name and logo on outgoing call screens to lift answer rates and reduce spam concerns.
Messaging follow‑ups
Continue the conversation in‑thread to answer questions, share documents, and schedule appointments.
Operationalize lead management tasks
CRM integrations
Connect Salesforce, HubSpot, Zoho, or use workflow tools like Zapier/LeadsBridge/Make.
Google Sheets sync
Auto‑sync new instant‑form leads into a shared sheet for smaller teams.
Leads Center
Manage, track, and re‑engage leads without a full CRM; apply tags and reminders.
Healthcare campaign setup overview
Conversion locations
- Website forms
- Instant forms
- Website + instant form add‑on
- Website + call add‑on
- Destination optimization (instant form + messaging)
Automation and AI
- Smart Targeting
- Creative Optimizer
- Placements+
- Service Catalog Ads
Data and goals
- Conversions API for CRM + Web
- Optimize for Leads and Conversion Leads
- Test website vs instant vs hybrid setups
