In the competitive world of healthcare marketing, the best healthcare landing page is crucial to driving sales. While many landing pages look different and use various strategies to appeal to their audiences, they are all trying to accomplish the same goal – to get healthcare professionals to engage and convert.
This article examines 8 of the best healthcare landing pages, analyzing different healthcare industries with unique goals, such as requesting drug samples, creating an account with a medical supplier, or signing up for a CME. These examples demonstrate the effects of easy navigation, engaging content, clear calls to action, and more. Join us as we uncover their winning strategies and gain practical insights.
Article Breakdown
- Best Practices For Creating High-Performing Landing Pages
- Best Healthcare Landing Page Examples
- Example 1: Pharma – Physician Awareness
- Example 2: Disease State Education – Learn More
- Example 3: CME – Sign Up
- Example 4: Saas Product (EMR/PM) – Get Started
- Example 5: Medical Conference – Register Online
- Example 6: Medical Supplier – Create An Account
- Example 7: Medical Device – Request Quote
- Example 8: Pharma – Medical Study Download
- Create Healthcare Landing Pages That Have Higher HCP Engagements
Best Practices For Creating High-Performing Landing Pages
A landing page is a dedicated web page that prompts visitors to take action, such as ordering a free sample, receiving information about a disease, signing up for a demo on a new medical product, or scheduling a call with a pharmaceutical sales rep. Creating high-performing healthcare landing pages requires a strategic approach that balances user needs, regulatory compliance, and effective communication. Here are several best practices to consider:
1. Clear and Relevant Headline
Craft a concise and impactful headline that communicates the value proposition of your offering—whether that’s a free sample, educational content, or an event. Use language that resonates with your target audience and addresses their pain points or needs.
2. Consistency with Ad Creatives
Your landing page’s design, copy, and overall experience should be consistent with the ads and other marketing materials that drive users to the page. Keep branding, headlines, and messaging compatible with the ads while expanding on the topic.
3. Clear Call-to-Action (CTA)
Design a prominent and clear CTA that stands out from the rest of the content. Use action-oriented language that compels users to take a desired action, whether scheduling a demo, signing up for a newsletter, or contacting a sales rep.
4. Simple and Intuitive Design
Keep the design clean, simple, and easy to navigate. Avoid clutter and distracting elements that might confuse or overwhelm visitors. A clear information hierarchy and visual cues guide users through the page. Minimize the number of pages a user has to click and consolidate critical information as much as possible.
5. Engaging Imagery or Videos
Use high-quality images or videos that are relevant to the topic. Include videos providing additional value to the user on educational landing pages or images that show what their free sample will look like.
6. Benefit-Oriented Content
Clearly communicate the benefits and value of your healthcare offerings. Explain how they can address users’ needs and provide solutions to their problems.
7. Mobile Design
Over 45% of web traffic originates from mobile devices.¹ Neglecting mobile optimization can lead to a poor user experience, resulting in high bounce rates and missed conversion opportunities. Embracing mobile design enhances user satisfaction, engagement, and overall online success.
8. Optimize for SEO
Optimize the landing page for search engines. Use relevant keywords, insert metadata, and use alt tags. Not only does this provide another opportunity to drive traffic to the landing page, but it also enhances the quality score for ad campaigns.
9. Trust-Building Elements
Incorporate trust signals, such as certifications, awards, affiliations with reputable medical institutions, security badges, and success stories. These elements help establish your credibility and reassure users about the legitimacy of your offer.
10. HIPAA, GDPR, and Other Regulatory Compliance
Healthcare is a heavily regulated industry. Ensure your landing page content adheres to relevant healthcare laws and user privacy guidelines. Adfire Health maintains capabilities that comply with HIPAA, GDPR, and CCPA laws.
Check out this guide for even more tips about effective healthcare landing pages: Landing Pages: The Conversion Triggers of Ad Campaigns
8 Best Healthcare Landing Pages & Why They Work
The best healthcare landing pages provide an intuitive user experience, engaging content, compelling design, and a clear CTA. Let’s look at several impactful healthcare landing pages that do just that.
Example 1: Pharma – Physician Awareness
QULIPTA is a prescription medicine used for the preventive treatment of migraine in adults. While some medications used to prevent migraines were initially developed to treat other conditions, QULIPTA was specifically designed to prevent migraine attacks and directly targets CGRP to block it from attaching to your receptors.
This landing page expertly demonstrates how to include clear call-to-actions designed for healthcare professionals, such as “Request Samples,” “Patient Savings,” and “Request a Rep.” It also does a great job of adding trust building elements such as stating very clearly that “QULIPTA is Approved for Chronic Migraines.”
What Qulipta does well:
- Clear Call-To-Action
- Benefit-Oriented Content
- Trust Building Elements
- HIPAA, GDPR, and Other Regulatory Compliance
Example 2: Disease State Education – Learn More
hATTRguide.com is a disease state education site designed to help healthcare professionals understand the symptoms and how to test for hereditary transthyretin amyloidosis (hATTR). Patients with hATTR amyloidosis often present with a cluster of seemingly unrelated systems, making diagnosing difficult.
Unlike traditional landing pages, disease state education pages aim at keeping website visitors on their site so they can learn more about a disease rather than getting them to complete a form fill. hATTRguide.com excels at educating healthcare professionals about the symptoms, treatments, and how to test for hATTR amyloidosis through its engaging content and powerful imagery.
What hATTRguide.com does well:
- Engaging Content
- Powerful Imagery
- Clear Call-to-Action (CTA)
- Intuitive Navigation
Example 3: CME – Sign Up
Practicing Clinicians Exchange (PCE) offers free CE/CME courses and a variety of learning resources for over 200,000 advanced practice providers, featuring expert insights, events, clinical thoughts, and podcasts to enhance patient care and professional development.
This landing page expertly demonstrates the impact of a clean and simple design, utilizing multiple CTA placements and highlighting its benefits and value with an engaging layout.
What PCE does well:
- Clear and Relevant Headline
- Clear Call-to-Action (CTA)
- Simple and Intuitive Design
- Engaging Imagery or Videos
- Benefit-Oriented Content
Example 4: Saas Product (EMR/PM) – Get Started
Experity offers an Electronic Medical Records and Practice Management (EMR/PM) solution for urgent care clinics. It assists with streamlining workflows, enhancing data accuracy, and providing features such as efficient patient registration.
Experity’s landing page for their software is simple and to the point while providing enough information to intrigue users to sign up for a demo.
What Experity does well:
- Clear and Relevant Headline
- Clear Call-to-Action (CTA)
- Benefit-Oriented Content
- Mobile Design
- Trust-Building Elements
Example 5: Medical Conference – Register Online
AHIP is a national association representing the health insurance industry in the United States. They hold conferences to discuss digital health innovations and strategies that transform the consumer experience in healthcare.
This landing page provides a registration platform for one of the forums. It does a great job of highlighting the value attendees will gain from the conference and offers additional resources for information like health and safety protocols, trip planning, and more.
What AHIP does well:
- Clear and Relevant Headline
- Simple and Intuitive Design
- Engaging Imagery or Videos
- Benefit-Oriented Content
- Mobile Design
Example 6: Medical Supplier – Create An Account
Central Infusion Alliance (CIA) is a wholesale distributor of medical supplies catering to various professional medical facilities. They offer a wide range of products, including IV bags, syringes, catheters, and more.
This landing page allows healthcare providers to create an account and become a CIA customer, providing easy-to-find contact information, additional resources, and good trust signals through BBB accreditation and Google reviews.
What CIA does well:
- Clear and Relevant Headline
- Clear Call-to-Action (CTA)
- Simple and Intuitive Design
- Benefit-Oriented Content
- Mobile Design
- Trust-Building Elements
Example 7: Medical Device – Request Quote
Avante Health Solutions offers a comprehensive solution for hospitals, clinics, and medical practices to enhance equipment performance. They provide a wide range of medical equipment, services, and support.
They created this landing page for a specific medical device featuring prominent contact information, an intuitive quote request CTA, and more information about the equipment, including a PDF sales sheet.
What Avante does well:
- Clear Call-to-Action (CTA)
- Simple and Intuitive Design
- Benefit-Oriented Content
- Mobile Design
Example 8: Pharma – Medical Study Download
Sannova, a US-based boutique CRO, specializes in bioanalytical and analytical services. They created a whitepaper that provides insights and strategies tailored to the pharmaceutical industry to overcome regulatory and technical obstacles in drug development through accurate bioanalytical analyses.
This landing page provides an intuitive platform for healthcare professionals to learn more information and download the whitepaper.
What Sannova Analytical does well:
- Clear Call-to-Action (CTA)
- Simple and Intuitive Design
- Benefit-Oriented Content
Create Healthcare Landing Pages That Have Higher HCP Engagements
Crafting engaging healthcare landing pages is not just a choice; it’s the key to achieving higher HCP engagements and, ultimately, driving more business to your service or product. As explored in this article, landing pages may take various forms, each tailored to specific healthcare industry goals. By dissecting exemplary landing pages and recognizing the impact of intuitive navigation, captivating content, and prominent calls to action, we’ve uncovered essential strategies to help elevate your healthcare marketing campaigns.
At Adfire Health, we work with healthcare marketers to create optimized, highly effective, data-based digital engagement strategies. With Thumbprint™, our segmented data ecosystem of over 8.2 million healthcare professionals, we can offer direct access to healthcare professionals nationwide.
We bring our years of hands-on experience to every new campaign and work with you to get the best results possible. Contact us to learn more about what we can do for your business.
