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. Health Union maintains capabilities that comply with HIPAA, GDPR, and CCPA laws.

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.

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Learn more about Health Union’s vision to transform data-driven, healthcare marketing: The HUman Side of Data.

Resources

• Percentage of mobile device website traffic in the United States from 1st quarter 2015 to 1st quarter 2023. Statistica. Retrieved September 5, 2023.