Knowing where and how to start with healthcare advertising to promote your business can be overwhelming. Not only do you need to learn the differences between the types of ads you can run, you also have to figure out how much to spend, how to target the right audience, and how to use the right creative for each.
If you’re wondering, “Where do I even start?” you’re in the right place.
Whether you’re an agency, a doctor, or a healthcare marketing manager who’s just been tasked with running the healthcare marketing for your medical practice, I’m here to help. By the end of this video, you will know about the different ad types, their benefits, and the results you can expect to see.
Medical marketing for doctors can be made simple with a healthcare ad strategy like the one delineated in this video. Grow your practice with paid search ads, social media ads, and display ads.
Healthcare marketing in 2022 will require you to from a digital marketing strategy as most patients now search online for care. Understanding the different ads you can run is a key part of forming healthcare marketing strategies.
Check out the medical marketing tips and tricks in this video to discover how to best grow your practice and from your medical marketing strategies.
Paid ads on Google and Microsoft are the very first thing people see on a search results page. For example, if I search for “orthopedics near me,” notice how much real estate the first ad takes on the top fold of the page.
You’ll notice that search ads are text-based. These ads will display a few different headlines, descriptions, and extensions (like a phone number or an address) to make the ad stand out.
Now, search ads target keywords. While layering on demographics and audiences is normally an option, in healthcare, it’s important to know that you will not be able to do that due to privacy policies and HIPAA regulations.
When creating a keyword list, you should target the name of your practice, provider names, and the different services you offer for best results. You can even target the name of your competitors just as long as you don’t use their brand in the ad copy.
So what kind of results can you expect from paid search ads?
Typically, when you run paid search ads, you will start to get phone calls to your practice right away. The cost per call will be low, and it’s the best way to start growing your business quickly.
One of the biggest questions providers have when it comes to ads is, “How much should I spend?” This really depends on the number of locations and services you offer, but we normally recommend a minimum budget of $1,500 per month to make sure you’ll be able to show ads throughout the month.
2. Paid Social Ads: Facebook & Instagram
Paid social ads are primarily found on Facebook and Instagram. They can appear on the news feed, on video feeds, on the right column, in Stories or Instagram Reels. You have control over where you want ads to appear, who to target, and the creative they’ll see.
Paid social ads will target specific audiences. For best results, you can upload a custom list of users you’d like to see the ads, but if you don’t have a list, you can target by demographics. You have so many options with demographics, but it’s best to narrow your audience by targeting through location, age, and gender at a minimum. Best results are seen when you can narrow the audience even further through their interests or the industries they work in.
Expected Benefits: In terms of performance, it’s important to know that paid social ads are used more for brand awareness than driving direct leads. You will start to see more Google searches for your practice after running ads on Facebook over time.
3. Display Ads: Google
Display ads are banner ads that appear across Google feeds such as YouTube Home and Gmail. They help your business scale by reaching new potential patients and re-engaging patients who have already been to your site.
The benefit of running display ads is that the creative is more visually engaging. Google will use a combination of images, logos, headlines, and description lines.
Ads will also be formatted to deliver the most conversions possible based on where it is showing, who will see it, and other signals.
With Display ads, you’ll be able to target audiences and/or keywords relevant to your services. It’s best to target visitors who have been to your site or even your competitor’s site along with some of your top performing keywords.
Expected Benefits: Display can help drive additional traffic and conversions, but it will cost more than a search campaign. With that in mind, adjust your budget so you are maximizing spend on search campaigns first before you allocate some toward display
When you run ads on Search, Social, and Display, you can build brand awareness while acquiring new patients for your practice.
Информация по комментариям в разработке