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How To Use Lead Magnets To Boost Patient Conversion Rates

Ernesto Gutierrez, MD
3 min readJan 3, 2023


A lead magnet is a digital asset you offer your visitors in exchange for their email address.

You’ve probably downloaded several of these in the last few years. Things like templates, ebooks, checklists, trainings, or challenges are common forms of lead magnets. And if you’re like most doctors I work with, you’re not super excited about doing this for your practice.

But in this post, I’ll share with you why a well thought out lead magnet is a great way to educate your patients, increase their trust in you, and get more business.

Different types of lead magnets

There are tons of different types of lead magnets that medical practices can use. Some ideas might include:

  • Ebooks or guides: These can be educational resources that give info on specific health topics or conditions. For example, a pediatrician might offer a free ebook on kids’ nutrition, or a dermatologist might offer a guide on how to treat acne.
  • Webinars or online classes: These can be live or pre-recorded educational sessions that teach people about specific health topics. They are a great way to show off your expertise and build trust with potential patients.
  • Consultations or assessments: These are one-on-one sessions where people can ask questions and learn how you work with patients like them. It’s a great opportunity to connect with potential patients and show them why your practice is unique.
  • Discounts or special offers: These can be discounts on services or products offered by your practice, or special deals on things like new patient exams or preventive care packages. They can be a great way to entice people to try out your practice and see all the value you have to offer.

Tips to create the best lead magnets:

When creating a lead magnet for your medical practice, there are a few things to keep in mind:

  • Make it valuable: Although it’s free to download, people are investing their time to consume your lead magnet. Which means you must deliver on its promise. Otherwise you won’t earn their trust which is the main goal with a lead magnet.
  • Make it easy to consume: The lead magnet should be super easy for people to access and consume. This means making it available online and ensuring they can consume it on any device.
  • Make it specific: The lead magnet should be specific to your practice and the services you offer. Don’t try to cover too much ground with a single lead magnet. It’s more important to answer one specific question well, than to cover several topics superficially.
  • Tie them to your main product or service: The best lead magnets naturally lead your potential patients to the next step in your marketing plan.

Lead magnets can be a seriously powerful tool for medical practices to attract and convert new patients. By offering something valuable and relevant to potential patients, you can build trust and demonstrate your expertise, which can ultimately lead to more paying patients.

If you don’t have a lead magnet, and you don’t know how to create one, sign up for my newsletter to get the step-by-step to creating your first lead magnet. →

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Ernesto Gutierrez, MD

I help experts build businesses aligned with their true life goals • Physician - Retired at 37 • Full-Time Dad & Husband 🤟🏻