Medical advertising goes beyond putting up a sign that says, “The doctor is in.” In the highly competitive industry of healthcare services, it takes more effort for business owners to achieve their desired results.
In 2015, Forbes predicted that online advertising would be the dominant marketing trend. That prediction came true even in the healthcare industry.
The global advertising budget for healthcare organizations is expected to increase by 4.3% in 2021. Since 2018, it has been steadily growing.
The healthcare advertising budget in the United States is expected to increase by 18%. Experts predict that online healthcare advertising will surpass television advertising by 2021.
But… Do I really need to place online ads for my practice?
Keep reading to find out the answer!
Is it worth it to invest in an online medical advertisement?
The short answer is yes.
Marketing is the lifeblood of every business. Leveraging advertising into your digital marketing campaign is a great way to reach and communicate with more of your potential patients. This can be done through visually appealing text, graphics, animation, or video.
Every patient deserves quality healthcare services. As a medical service provider, it’s crucial to reach them when they need your urgent care the most.
According to Google, 7 percent of all Google’s daily searches are health-related, and about 70,000 health-related searches are performed every minute.
These numbers made Google Ads a great way for medical practices to increase their call volume. On average, businesses earn $2 in revenue per $1 they spend on Google Ads. They are likely to increase their expenses next year to generate more revenue.
Now, what do these stats imply? Digital advertising in healthcare is here to stay. It’s not only a good medical marketing strategy. It is one of the best things you can do for your practice.
These are just a few of the many benefits that online advertising can bring to your healthcare marketing efforts:
It completes your healthcare brand
Online advertising doesn’t replace offline advertising, but rather completes your hospital’s branding. With its billions of users worldwide, the Internet has enormous potential to offer new opportunities for medical practices.
Tri-media advertising (print, radio, and TV advertising) alone is not enough to reach all markets, especially in building brands. To tap into the vast market of the Internet, you need to combine tri-media with online advertising.
Cost-efficient digital marketing strategy
Advertising can be expensive, especially if you are only looking for short-term exposure.
Online advertising is as brief as you need it to be. It allows doctors to reach more potential patients, adjust campaigns based on performance, and increase their marketing budget as needed.
[Read: Cost-Effective Healthcare Marketing (Then and Now)]
Let’s be real: Traditional media is no longer the best way to reach your target audience. Imagine: to attract a few people with your services, you have to spend a huge chunk of your budget to advertise with a broad audience.
Online advertising gives you more control. Search engines and social media platforms now allow you to target people based on their search history, demographics, and interests. You get the chance to craft good content with a clear message for people who are likely to take an interest in your healthcare business.
If you know your target demographics, you would understand their interests and what can captivate them. For instance, pregnant women are more interested than ever in information about their health and stories about motherhood.
In addition, digital ads allow you to personalize your content and target potential patients based on their geographic location. Is your clinic located in Prescott Valley, Arizona? Let patients near the area know by showing a banner ad with your address and contact number to call for appointments.
The results? High conversions and more patients coming to your hospital or clinic!
Your target market may not be converted the first time they see your banner ads; that happens quite often. Remarketing can remind people about your product/service and help them remember it. Maybe another glimpse of your ads is necessary to convert them.
[Read: The Pro’s Guide to Creating Healthcare Ads that Convert]
Become an authority figure in your niche
Authority is associated with credibility and reliability. Being in the healthcare industry requires you to be trustworthy enough for your patients. This only happens when they see that you have plenty to offer and that you can deliver on your promises.
These traits are difficult to achieve in online marketing alone. You have to continuously improve your patient care and experience, then create ads to showcase this to more people.
Online analytics tools make it easier to measure and quantify online marketing strategies. This allows you to see what is working and what isn’t, and adjust your strategy and budget accordingly.
There are many options. These tools can also provide valuable data about your ideal clients and help you target your medical advertisements to those who are most likely to convert.
Boost Your Healthcare Marketing With these Digital Ad Tools
Google ads, also known as Pay-Per-Click (PPC) advertising, are a great way to bring in new patients to your practice.
People are looking for answers online when searching for medical information. PPC advertising allows you to create search ads that appear whenever a potential patient searches for specific keywords that apply to your practice.
Google AdWords allows you to have multiple campaigns. Each campaign can focus on a different topic with specific keywords and ad content. Instead of having just one huge campaign advertising for all the services you offer, each one will have its own campaign.
In addition, you may not want your ads displayed within 20 miles of your clinic. In this case, consider what’s most beneficial for you. People who live near your business may not be eligible for their insurance if they are in the same state as you. Your ads could be rendered ineffective if they are located near a state line.
[Related: What’s so Important About Location in Healthcare? (Hint: Everything)]
Mobile ads appear on mobile devices such as smartphones. They appear in search results when someone uses Google for their phone.
The conversion rate of someone searching for a medical solution on their mobile phone is higher than someone who searches for the same thing from a desktop computer. Mobile ads must be well written and designed to increase conversions. Include a strong call to action (CTA) like “Click To Contact” or “Click For Directions” to connect the user with your front desk and let them know how close they are to your practice.
Facebook ads can target niche audiences. You have the option to set goals, such as getting people to message your page, collecting contact information, and sending them directly to your website.
Great content creation and compelling images and videos are key to a successful Facebook ad.
Although Instagram is owned by Facebook, you can still advertise to reach significant numbers of people in your local area using the platform by selecting where your ad should be placed.
An Instagram medical advertisement must include a photo, video, or graphic that stands out among the rest. You can choose whether to make it as a post or a story.
Facebook and Instagram advertising can be as effective as Google ads. The Return On Investment (ROI) varies depending on the type of medical service being promoted.
Similar to Facebook, you can control who sees your Twitter ads, which will be displayed on the users’ homepages. Twitter also offers promo ads to encourage users to follow you under their “who should be followed” recommendations.
With about 74% of Internet users buying a product or service after watching a video, it’s an undeniable fact that video advertising is a highly profitable strategy. With Youtube, hospitals and healthcare services can advertise online using the latest video marketing trends.
These ads can be displayed in the YouTube sidebar as banner ads, in-video overlay ads, suggested videos or played before other videos.
Partner With a Healthcare Marketing Agency That Specializes In Online Ads
Advertising online can be very tricky, especially for healthcare practices. Therefore it is important to hire a healthcare marketing expert who can capture the attention and evoke the emotions of your target audience. These experts will ensure your ads comply with HIPAA guidelines and other healthcare protocols.
Read our guide to choosing the right type of ads to reach new patients to learn more about crafting targeted ads that will attract new patients to your practice.
Call Digitalis Medical today to get personalized expert recommendations to help you grow your business! Are you interested in creating healthcare ads? Do you have questions or stories to share? Share them in the comment section below!