Beat the Healthcare PPC Wormhole
Digital marketing in the healthcare industry is crucial in a time where 1 out of every 20 google searches are health related, but running a successful pay-per-click (PPC) campaign is challenging. Without advanced techniques, health care companies will waste their money on ad space by failing to get seen.
Digital marketing for hospitals is specifically challenging. Below we have outlined exactly why your hospital may be struggling in the PPC department, and listed a number of tactics to help you beat the PPC healthcare wormhole.
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Digital Marketing For Hospitals: Challenges
There are a number of reasons why digital marketing for hospitals using PPC poses challenges:
- Medical information is sensitive: You have to be careful with your ad word choices with strict HIPAA privacy laws in place.
- Retargeting: a recent adjustment of Google’s policies prohibits health care facilities from remarketing themselves.
- Competition: Because of the above retargeting restrictions, staying visible on search engine result pages (SERPs) is incredibly important, but keywords are highly competitive (and expensive).
- Knowledge Graphs: In an effort to provide more correct medical information, and panicked patients, google has implemented knowledge graphs (certified medical information) that takes over the right hand side of SERPs.
All of that considered, there must be a way to effectively use digital marketing for hospitals with PPC.
Is your contact information readily available for other businesses and patients to view? Check, check, and check again! This is critical for your PPC plan. A patient searching for hospital care digitally is most likely in need of services sooner than later. Having your contact information positioned clearly can set you apart from competitors. Be sure to set up call extensions, location extensions and sitelink extensions to your ad. This makes for a larger ad, and is known to contribute to higher rankings on SERPs.
Contact information is the number one way to gain conversions, so place it on every landing page. If it’s hard to find your phone number, and easy to find a competitors, you will most likely lose a potential patient.
Going mobile is imperative. If contact information is a key factor for a PPC strategy, so is going mobile. Contact information involves communication, and if you need fast contact, you have to call. Using your phone to find and contact a hospital makes it simpler. If your hospital is mobile, a potential patient simply needs to click the number that pops up on the Google page to call you.
Be sure you are tracking your Adwords performance by specific devices. Pay close attention to what mobile campaigns are and are not working. Make your bid adjustments accordingly.
Finally, understand your target audience. Determine what your patients are searching for the most. There are many types of patients to consider for a hospital. Are your patients generally looking for urgent, emergency care? Are they searching hospital options knowing they will be in for a long term stay? Do your patients even know what they are looking for at all?
Step into the patient’s shoes and consider what you would search for if you were them. Think of triggers that grab their attention that you can then incorporate into the text of your PPC ads. Knowing what sets you apart from your competitors helps you create a PPC campaign that stands out
Interested in learning more about using PPC for your hospital’s digital marketing strategies? We specialize in using dedicated PPC campaigns to boost results for hospitals looking to gain an edge in the paid digital space. Contact us today.