9 Paid Search Tips for Healthcare Companies
The healthcare industry is a large and fast-growing field that has many exciting opportunities. But it also means that healthcare companies must increasingly develop smart marketing strategies that stand out from the competition and for the patients they serve. A hundred years ago patients in need of health care sought help from the nearest doctor or hospital. And get to know them (and they carry the doctor’s black bag everywhere) by word of mouth.
But today patients have a choice of where to get their health care and access to a variety of marketing materials designed to attract other companies. There is a big difference between medical advertising and marketing and advertising for a typical B2C company – there are additional considerations and rules you need to know to deliver accurate and effective advertising. Luckily, we have a comprehensive guide to finding the best paid care companies here. Let the writer begin!
9 Paid Search Tips for Healthcare Companies. An overview of healthcare and paid search marketing. Many people immediately turn to Google or other search engines (much to the chagrin of many health professionals) when they find a disease for which they are seeking treatment. They also use search engines to get more information if they are diagnosed with a disease or condition or to find a new doctor or medical facility.
In fact, Google receives over 1 billion (not a typo) health searches every day. Many websites and health care organizations have jumped on board to provide this information to searchers — the Internet is now full of health content of varying quality. This makes it difficult for many healthcare companies to differentiate themselves. How can you get to the top of the flood of search results to find you when you need the right patient?
9 Paid Search Tips for Healthcare Companies. The simple answer for 2023 is wages. Organic rankings (focused only on SEO best practices) are difficult due to intense competition. Investing in paid search advertising can pay for your content to appear at the top of search engine results pages. This allows you to quickly attract visitors and patients to your website. There are several places where you can create and place paid advertisements for healthcare companies.
Google Ads. Google is certainly the most popular and widely used search engine. They offer sophisticated advertising features that make it easy even for modern marketers to create and launch campaigns. We use a PPC (pay per click) advertising model, so you only pay when a viewer clicks on your ad. For your ad to be successful you need to target the right keywords for your ad (see below for more details) and decide how much you want to spend on your ad. If your business is smaller, it is easier to lower your prices, but you will get better results if you offer the recommended amount.
Social Media Advertising.
Social networks are a huge part of our lives. Most patients probably spend several hours in at least one channel per day.
Microsoft Ads (formerly Bing).
While Google Ads have been around for a long time you shouldn’t lose sight of Microsoft Ads – they are vital to your SEM strategy. They can also provide great value and a way to reach other audiences.
YouTube is also a surprisingly large search engine. Remember how many times you found a way to work or found information on a topic. YouTube advertising can be very targeted so if youre familiar with video content its a great way to explore. Ready to get started? Our complete guide to search engine marketing (SEM) details how to properly set up and execute your first campaign.
Paid search from Show ads.
Paid inquiries and paid sales are often confused but they are different. Paid ads are displayed on search results pages based on a user’s search query. Display ads on the other hand are graphic ads that appear on unsolicited sites such as news portals marketing pages or anywhere else that can be targeted for discovery. Display ads are often (but not always) targeted and Google does not allow healthcare companies to do so because it may violate HIPAA. If youre just starting out in health marketing sticking to paid search advertising is a great way to avoid potential pitfalls.
9 Paid Search Tips for Healthcare Companies
Now that youve learned the basics of medical search engine marketing whats the best way to send and run an effective paid campaign? Here are 9 tips you should know.
1. Understand the rules for seeking medical expenses.
Healthcare providers are subject to stricter regulations than normal businesses when implementing advertising for good causes. As mentioned, Google does not allow healthcare companies to use retargeting or remarketing. You must also be careful not to guarantee that your ads will be protected and avoid Googles long list of prohibited terms in ads. There is a detailed list of restrictions to check. A medical marketing agency can easily solve this problem without violating Google or Facebook policies.
2. Easy to reach.
Patients can ask questions about services and eligibility and book an appointment before coming in for an appointment. Patients will be able to do this easily. If youre running great ads but still having trouble connecting with your company you’re wasting your money.
3. Use for extension.
Extensions can help your site gain more space in the SERPs (and get more attention). Ad serving options include Additional Links: Links below advertisements direct users to relevant parts of the website. By adding as much content as possible you can easily get potential patients all the information they need and entice them to click on your ad to access your website.
4. Keep the message simple.
Medical doctors love medical terminology – and it’s only natural that you talk about it at work. But avoiding confusion or being overly technical and medically unprepared will help potential patients to understand what you do and the services you provide.
5. Think carefully about your keywords.
It can be tempting to include as many keywords as possible in your ad to increase your traffic. However, Google has its likes and dislikes about these tactics and your ad revenue may decrease. Instead, be careful to find some high-quality keywords that closely match your ad and your patients. The relevance and quality of our ads will improve, and Google will give you more views if we see an ad that matches your offer.
6. Understand your audience.
Knowing your patient audience is essential to doing the job right. When promoting your campaign it is important to have a deep understanding of who you want to target. Are you a mental health professional looking for more clients or a hospice organization trying to reach people who need care for loved ones? In every situation you are talking to different people you need to think about your instructions. Knowing the interests and preferences of the people you want to talk to can help you deliver more effective ads.
7. Dont forget the mobile phone.
Patients need information or services on the ground. For example, waiting in line at the grocery store getting up from school or taking the train home. Thats why you need to make your ads (and your entire website) mobile friendly.
8. Continue analysis and optimization.
Search engine marketing is not a set and forget option. Algorithms and rules combine patient preferences with changing trends so you can track everything and stay relevant for better results. Take the time to review your paid ads regularly. And what needs to be fixed? Can you match any letters to your neighbors? Constantly optimize your advertising budget so it’s always well spent.
9. Select the correct payment medium.
It’s easy to get interested in the possibilities of paid search and try each option at once. You can start with Google and Microsoft ads display ads on Facebook and Instagram and even throw YouTube ads for fun. However excessive spreading is the secret to poor performance. Pick just one or two locations to start and make sure its where your target customers spend time. Measure results modify if necessary and scale when ready.