At LionShare, we’ve spent three decades creating and optimizing healthcare campaigns for organizations across the country. In that time, we’ve learned this: the best campaigns don’t just get seen, they get remembered, acted on, and measured.
In 2025 that takes more than just ‘getting it out there.’ It’s about reaching the right people with the right message at the right time, backed by the smart use of data, compelling creative, and consistent follow-through.
Here’s our field-tested guide to making your marketing work harder (and smarter).
1. Craft CTAs That Actually Get Clicked
A call-to-action (CTA) is more than just a button — it’s your bridge from interest to engagement, so make it count.
- Use color and placement strategically so CTAs stand out when scanning.
- Lead with strong action words (“Book my appointment,” “Lower my risk”) and add first-person language to spark ownership and urgency.
- Consider secondary CTAs like health risk assessments to drive additional engagement.
CRM tip: Test multiple CTA variations and placements, then let the performance data guide your next move.
2. Write Content Patients Actually Want to Read
If your content sounds like it belongs in a boardroom instead of a busy parent’s inbox, it’s time to rethink.
- Skip the acronyms and aim for a 6th-grade reading level to reach the widest audience.
- Lead with benefits or problem-solving, not corporate jargon.
- Add personal touches, like first name, to make the message feel more human.
CRM tip: Time communications to align with life stages or engagement activity, ensuring the message feels relevant without revealing personal health details.
3. Don’t Sleep on Direct Mail
In a digital-first world, a well-designed mailer can still grab attention and drive action.
- Personalize letters for higher engagement.
- Use QR codes and vanity URLs for easy tracking.
- Keep copy short and scannable, with a crystal-clear next step.
CRM tip: Use propensity data to find your best prospects to maximize every dollar.
4. Make Digital Work Harder for You
Clicks and impressions are nice, but patient encounters are the real goal.
- Use UTM codes to track campaign impact well beyond the click.
- Create custom landing pages so every campaign has a clear, relevant destination.
- Compare results across owned and paid channels to see what’s truly driving action.
CRM tip: Once you have a digital conversion, continue the conversation with automated email journeys.
5. Get More from Email
Email isn’t dead, but bad email is.
- Keep headers 600 pixels wide and add ALT text to every image.
- Design for skimmers who give you no more than 7 seconds of their attention.
- Test every element — subject lines, send times, graphics, personalization.
- Send “echo emails” to non-openers to give your message a second chance.
CRM tip: Automate strategic email campaigns to keep your pipeline full without extra lift.
6. Find Your Frequency Sweet Spot
Patients rarely act the first time they hear from you.
- Use consistent, multi-channel communication to build trust.
- Monthly is a safe cadence for broad-topic messages and newsletters.
- Balance ongoing engagement with timely, single-top campaigns for stronger response.
CRM tip: Use engagement trends to identify when interest starts to dip or peak, then adjust timing accordingly.
Bottom Line
For 30 years we’ve proven that the healthcare marketers who succeed are the ones who put the patient first and let the data lead the way. When you pair clear calls-to-action, relevant content, and a CRM-powered strategy, every campaign becomes more than just marketing. It becomes a measurable driver of trust, engagement, and long-term growth.
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