Healthcare Marketing With Paid Search
Paid search and display advertising gives your system an instant presence in the top positions online. SEO and social media can take months to show results, and while longer lasting, these results can be slow to build. Paid search, however, will reach your populations and create traffic to your site on the first day of implementation.
It doesn’t matter if you’re a three room walk in clinic or a 4,000 bed integrated health system, AdWords levels the playing field when it comes to reaching online prospects, because each of your healthcare related keywords can be targeted specifically. This means that the groups that utilize the best and most effective tactics will ultimately win out – and because the auctions for traffic via keywords are real-time, budget constraints don’t have to kill your success. Dollar for dollar nothing else gives healthcare systems this opportunity. By teaming with a certified partner, you can rest easy knowing that your campaign is being constantly optimized and tuned to create the advantage your system can leverage in these turbulent times.
Healthcare specialization is the key for healthcare marketers to find success. Understanding that your marketing team cannot be all things when it comes to building brand and driving relevant and convertible website traffic. Those marketers who get this and utilize a certified professional paid search consultant will understand that success is in the partnership, not the execution of this strategy.
Paid search is also a great way to Geo-target your potential patients with mobile campaigns as well as display ads because it can be dialed into neighborhoods and diagnosis instead of shot-gunning your message to areas where it’s contributing to the noise of all the non-healthcare marketing messages. Paid search via Google AdWords reaches people where they are at, which is the key for health care messaging. Your health related message will resonate with prospective patients of all payer type.
Getting started with this type of strategy takes a little work. Creating a set of goals specific to hospital service line is critical. Landing pages need to be created that will maximize the user experience for this type of campaign leading to additional responses. Getting your healthcare system outreach or sales team in line with your campaigns allow them to properly address new referents in the way that makes sense for them, wowing them by having a true understanding for their needs prior to trying to sell them on your ideas.