Many medical professionals are apprehensive about marketing their practice too loudly. They see marketing and advertising as too “sales-y” for healthcare, too commercialized, and possibly unethical. Few doctors are comfortable comparing their services to other practices. And some prospective patients might even be put off by this approach. Medical practice marketing, therefore, is typically understated and conservative by nature. However, using Google’s AdWords for medical marketing fits in very well with this cautious approach .
It’s important to note that the competition for medical marketing keywords is fierce. According to a Google study, one in 20 searches is health related. You need to make sure your practice shows up at the top of the search results when a potential patient is searching for your specialty.
Google’s AdWords as a Patient Acquisition Tool
Healthcare businesses have used Google as an effective patient acquisition tool for many years. If managed correctly, AdWords can deliver a strong ROI.
Imagine your patients, or prospective patients, searching for information such as:
- An explanation of symptoms
- Details of a condition, or
- Understanding the side effects of medication.
Most Americans use the internet to find this type of information, and that applies to the people in your area as well. It’s invaluable for your business to have your healthcare practice appear high up on the result pages for those searches.
How much would it be worth if a patient clicked on a link about their condition and landed directly on your website? A lot, most likely. And yet, the costs are negligible.
The Changing Face of Marketing
Google AdWords for medical marketing is changing the game for practices these days. You don’t need to spend large sums of money to have print advertisements designed and placed in local publications. You don’t have to pay for online ads if you’re tight on funds right now.
Google AdWords is a pay-per-click (PPC) advertising program. It only charges you when people visit your website as a result of their Google search and you can set your budget limit upfront. By setting up carefully-researched, keyword-driven campaigns, you can target existing and prospective patients in your field or specialty. You can also increase your click-through rate with compelling, creative ad copy.
Using Google AdWords for Your Practice
A successful campaign takes trial and error, until you know what resonates with prospects and have reports to guide your advertising. It can take hours upon hours every day to figure out the different settings and bidding options. You may need to consult someone who knows how to determine the right metrics to see how your campaigns are performing.
If you’re a medical practice that is looking to grow, we can help you find the right keywords to drive high-quality traffic to your website. Contact us for a free consultation to discuss your medical practice marketing using Google AdWords.