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The healthcare sector can benefit immensely if it taps into search marketing.
Why?
In today’s world, everything starts with a web search. Yes, and that includes seeking quality or specialized medical care, such as cosmetic surgeries. According to Forbes, there’re about 20 million middle-class women worldwide seeking cosmetic surgery services.
Search marketing platforms, such as Google Ads, are increasingly helping businesses fill their funnels with quality and targeted leads.
The amount of data generated by online ads is immense and valuable. You can easily tap into it for insights to back your decisions.
As a healthcare facility, if you already run Google Ads for leads, you’ll agree the amount of data generated is humongous. As the number of campaigns increases, you get overwhelmed, especially when optimizing at a granular level.
There’s an AI-based application that can simplify all this.
How?
The application dives into your data and generates insights that matter to you. These insights come either as risks or opportunities for you to double down on your successes. The application (which we’ll talk about later) is aligned with Kaizen (continuous improvement).
In other words, the tool can help you drive up to 3,778% in exponential gains in one year if you follow its insights.
In this blog, you’ll learn:
Before jumping right into the how-to guide, we’ll address the following question: What are healthcare marketing campaigns?
Healthcare marketing is all activities tied to the strategic outreach and communications designed to attract healthcare consumers, guide them through their journey, and keep them engaged.
Successful healthcare marketing campaigns integrate omni-channel and highly-segmented and targeted online and offline tactics to drive engagement and accelerate growth.
You can easily measure the success of the marketing efforts through specific metrics aligned with key performance indicators (KPIs) and return on investment (ROI).
Keep reading because we’ll address the following question in the coming section: why are online healthcare marketing campaigns important in today’s world?
Research shows that everything we do in today’s world starts with a search.
Yes, you read that right.
Many patients find their preferred hospitals via Google search. The aforementioned implies that a good marketing strategy can help you convert leads into walking-in patients.
Many analysts believe that digital advertising is expected to overtake healthcare TV ads spending in the coming years.
Even though many patients mostly find their healthcare provider via search engines, they still schedule their appointment via phone. About 88% of appointments are scheduled via phone call.
In this context, healthcare call center outsourcing can play a significant role, ensuring that patient inquiries and appointment scheduling are managed efficiently, allowing medical staff to focus on in-person care
Successful healthcare marketing campaigns target the expansive online market that’s always on the look for medical information.
Also, most people like to find out more about the healthcare providers before reaching out and scheduling an appointment. Take a look at the insights below:
So, healthcare marketing has a significant role in filling the sales funnels of healthcare brands. We’ll address the following question in the coming section: Why should you use PPC to market healthcare facilities?
Pay-per-click (PPC) advertising can help you drive revenues and profits for your hospital or clinic brand.
The advertising model directs traffic to your website when a viewer clicks an Internet ad. Besides, the online visitors trigger an ad when they use a search word or term that matches your keyword list.
You can leverage search engine marketing (SEM) to attract highly targeted audiences. You only pay when an online user clicks your ad.
Although this system sounds fairly straightforward, the healthcare sector is one of the toughest segments for advertisers to navigate successfully.
Check out some insights below.
We’ll take you through the components of a successful healthcare marketing campaign in the coming section. In other words, we’ll show you the best healthcare marketing campaigns and their features.
An online presence is a necessity in the current era.
When you think of getting a healthcare service or hear about a new practitioner, you first search for more information.
You may have a great website that attracts thousands of people, but how many convert?
Check out some of the successful healthcare marketing campaigns below:
UnitedHealthcare created an interactive campaign to promote healthier habits.
The campaign created monthly dares, quizzes, and prizes on its website.
UnitedHealthcare worked on encouraging their followers to make one small healthy change per month and document it on social media. The healthcare ads campaign was successful for many reasons. Followers of social media are responsive to challenges, it’s fun, harmless, and spreads awareness.
Mayo Clinic’s ads campaign aimed to recruit patients from its expansive global online community.
The healthcare brand drives its PPC traffic to its blogs, which showcase stories from past patients, family members, and staff. The stories are a source of inspiration. The campaign boosted Mayo Clinic’s well-known reputation as a trusted healthcare resource.
Mayo Clinic is an example of a successful healthcare marketing campaign that uses content to drive more engagement and prime lead to be future patients.
Keep reading because, in the coming section, we’ll address the following: Which healthcare strategy is best (Display advertising or paid search)
Display advertising works best for the healthcare sector.
So why would you choose display advertising over search?
To run a successful healthcare marketing campaign, test display ads, search ads, and YouTube campaigns. For instance, test video ads to expand your audience if you’re already doing paid advertising within the search results.
Search ads reach people actively searching, but display ads bring online synergy between all your advertisements.
Most of a searcher’s time is spent passively searching and browsing web pages. Display ads allow your prospective patients to click your ad now, or come back later when they’re ready to find a best doctor. The journey to your site is more complex than a single search or a single click.
With PPC marketing platforms, such as Google Ads, you can easily reach the same person across multiple devices, whether they’re reading articles or blogs or watching videos.
In the coming section, we’ll address the following: how to turn an online visitor into a patient.
An offer is any helpful content that you provide with your ads.
An offer aims to provide specific information that addresses the prospects’ challenges or problems. Visitors are expected to provide at least their name and email address in return for the offer.
Before creating an offer, define your target audience by creating specific Buyer Personas.
Map out visitors’ journeys in your funnel.
A successful healthcare marketing campaign should have a call-to-action that prompts visitors to take action.
Make your CTA enticing enough to convert visitors into leads. The best CTAs are those aligned with the page content and request specific action. Use tested graphics, designs, and bright colors to make your CTA stand out on your page.
Place your CTA in a prominent position on your page, preferably above the fold. And above all, ensure the button is well aligned to the content on your page.
In the age of Omni-channel marketing and customer journey personalization, time is everything.
Yes, you read that right.
Search engine marketing (SEM) management is less about marketing and more about managing your campaigns and continuously improving.
PPC automation allows you to control your ad campaigns through machine learning, without spending hours tediously updating scope, timing, and targeting.
By automating some of the systems and steps, you can leverage third-party applications to do the hard work for you.
It’s impossible to keep an eye on every change happening in your PPC ads account and manage all of the above-listed responsibilities.
Automating your campaign management is not a matter of handing over your PPC responsibilities to the artificial intelligence (AI) brain.
It’s about reallocating your time and energy to strategic business tasks that require complex reasoning, decisions, and adapting.
Through machine learning and automation, you can commit all of your time to tasks that matter, instead of wasting hours on tedious, low-priority tasks.
This is where PPC Signal comes in.
PPC Signal is designed ground-up purposely to help you optimize your clients as quickly as making a cup of coffee.
Besides, this iconic time-saver is designed to help you implement data-driven strategies at an affordable price.
PPC Signal uses artificial intelligence technology to automatically monitor your digital marketing campaign data for significant changes requiring your action.
These notable changes can be categorized as shifts, trends, or outliers.
A shift occurs when consecutive data points fall above or below the norm. On the other hand, outliers are single data points that fall way above or below the standard deviation line. Trends are the relatively long-term up and downswing movement of a particular phenomenon.
These noteworthy changes are presented as signals.
Each signal is labeled as either a risk or an opportunity. More so, you have absolute freedom to choose the noteworthy changes to pursue.
Below is a dashboard of a PPC Signal analyzing a Google Ads account.
On the left side, it has widgets, which provide multiple options, such as dimensional insights. The blue Explore button provides more details about a signal using charts and additional information.
You can easily bookmark a signal for later reference by clicking the Bookmark button.
For instance, the dashboard above reports a decline in clicks while impressions are increasing. The aforementioned is an anomaly because clicks and impressions should have a directly proportional relationship.
The red color denotes a risk, which should be acted upon with urgency.
If you click the blue Explore button, you’ll come across a window with a visualization chart providing extra insights into the opportunity or risk detected by PPC Signal.
Also, you can access key insights via tables, as shown below. To interpret the table below, check the color codes for each column. For instance, green denotes growth while red shows decline.
Based on the screenshot above, on Jan 30th, 2022, impressions grew to 28, but no clicks were recorded.
Healthcare marketing is all activities tied to the strategic outreach and communications designed to attract healthcare consumers, guide them through their journey, and keep them engaged.
Successful healthcare marketing campaigns integrate omnichannel and highly-segmented and targeted online and offline tactics to drive engagement and accelerate growth.
Display advertising works best for the healthcare sector.
To run a successful healthcare marketing campaign, test display ads, search ads, and YouTube campaigns. For instance, if you’re already doing paid advertising within the search results, test video ads to expand your audience.
The Healthcare sector is likely to benefit immensely if it taps into search marketing.
Why?
In today’s world, everything starts with a web search. Yes, and that includes seeking quality or specialized medical care. Search marketing platforms, such as Google Ads, are increasingly helping businesses generate massive sales revenues.
The amount of data generated by online ads is immense and valuable. And this is because you can tap into the data for insights for reliable decisions.
As a healthcare facility, if you already run Google Ads for leads, you’ll agree the data generated is humongous. As the number of campaigns increases, you get overwhelmed.
To have a successful healthcare marketing campaign, you need a tool that delivers actionable insights. If you opt to go manual, you’re most likely to consume a lot of time.
Yes, you read that right.
Tracking the performance of each marketing variable in your healthcare campaigns is easier said than done, especially if you do it manually.
It turns out there’s an AI-driven tool that can help you track the performance of healthcare campaigns.
So, what’s the solution?
PPC Signal is an AI-driven application you can leverage to drive success in your healthcare PPC campaigns. The easy-to-use application uses advanced algorithms to detect opportunities and risks in your Google Ads account automatically.
No matter how complex or paralyzing your healthcare data is, PPC Signal provides actionable observations about positive and negative changes occurring in your marketing campaigns.
Sign up for a 7-day free trial to enjoy a streak of successful healthcare marketing campaigns.
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