Medical practice marketing is one of the most difficult niche marketing efforts that you will ever take on. Whether you are marketing for a dental or a medical office, the problems are the same: Patients have more choice than ever, and you can easily lose a patient because of a faulty online marketing strategy. In most cases, you will not even know that you lost the business because the customer will simply click onto your medical website and click away with no input or interaction from you or your staff.
Your online marketing should be a priority in your overall marketing strategy. Here are just a few of the questions that you should be asking yourself as you put together the online strategy that will help to grow your medical practice for years to come.
What Are Online Ads for Dental Marketing and Medical Marketing?
All of the major search engines – Google, Yahoo, and Bing – have online ads that display in an optimized way for the benefit of site visitors. Because of the easy-to-use platforms that the search engines create, you can always rest assured that a properly worded online ad will receive the attention that it is supposed to get. For this reason, online ads should probably be a robust part of your online marketing strategy, especially if you have already narrowed down your target audience into a specific local demographic.
Online ads on the major search engines can be modified almost on the fly for better results. Many medical offices will run concurrent campaigns until they find the perfect keywords and messaging that will work for them. If you find that a different kind of ad is working for you, you can focus your attention on that ad for as long as you want, giving yourself the highest ROI for your buck.
Ads automatically show up on the first page of search results as the third or fourth overall result. If you are looking for instant visibility, then you will get no faster service than an online ad on one or more of the major search engines. Your dental office marketing will benefit greatly from the right online ad, and so will your medical practice marketing.
How Do Ads Show Up on the Internet?
In order to get the best performance for your online ads, especially those that are on the major search engine with the most competition, you must have someone with expertise on your side. There are simply too many variables for a medical professional to consider if that person is trying to run an office at the same time. Running an online ad campaign is a full-time job in itself!
The primary concern of an online ad campaign is the same priority that an organic campaign should consider: the keywords or key phrases that will work with the campaign. Keywords help to target the campaign so that the right people see the ad, and it also shields a business from wasting ad impressions on people who are not in the market for medical or dental treatment. For instance, if your office is in Florida, there is likely no real reason for you to have an ad campaign that includes Colorado. Most people who are in need of medical or dental assistance place geography over many other concerns when looking for a medical professional. A great online ad team will definitely help you get this in order.
The right ad company will also help you get the perfect keywords for your campaign. As you choose your keywords, you will have to brand yourself more precisely, meaning that you will be forced to find your true value add in the market place. This is a good practice to implement anyway and having a great team by your side only ensures that you find the right set of keywords or key phrases more quickly.
The Pay Structure for Online Ads
Online ads are paid for on a per-click basis for the most part. This means that you will not be charged just because someone sees your ad; they actually have to click on it before you are charged. In the medical and dental industries, the profit margin on treatment means that you can usually have quite a few clicks on your ads that do not actually convert, but you should still look for the best conversion rate that you can possibly get.
If you want to limit the amount of money that you spend per month, you can always set a budget. Once the number of clicks that corresponds to that level of monetary expenditure is reached, your ad will no longer show up for the keywords that you choose. If you choose a company that has years of experience in producing these ads, then you will be able to save money by upgrading the quality of your ad more immediately. You will not have to deal with the normal trial and error that usually occurs with brand new online ad campaigns.
Our company can show you reports of our past campaigns for online ads. You will be able to see firsthand how our keyword choices and ad placement has worked for other clients, and how that same technique can work for you. Do not commit yourself to a third party ad company until we have been able to show you the benchmark that should set your expectations about how an ad should perform.
How You Assess the Effectiveness of Online Ads
Analysis of any medical marketing campaign is the most important aspect of that campaign because no campaign starts off as well as it ends up. If you begin creating ads yourself, keeping up with the analytics can quickly becoming very confusing. It is always better to get detailed reports that come with an explanation from a company that knows how to properly analyze and adjust based on the results that come from the major search engines.
From the analytics, you will be able to see exactly how many people clicked on your ads. You will also be able to see how long they spent on your landing page after they click on the ads. Additionally, you will be able to view the conversion rate of your ads, showing you how much money you are actually receiving from your ad campaign.
Do not hesitate to get started on an outsourced ad campaign today. You will free yourself to focus more on your actual practice, and your marketing will be more effective coming from a professional team that understands exactly how to make things happen very quickly online.