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Increase Clinic Success with Targeted Medical Marketing

[ BLOG ]

Table of contents of the article

Medical marketing is becoming an integral part of the successful functioning of medical institutions in the modern world. Given the growing competition and the need for quality information from patients, effective marketing strategies help not only attract new clients, but also establish trusting relationships with existing ones.

Many medical institutions are now actively fighting for their patients. With high competition, you want to use all means to win the fight.

One of the tools that can help attract a client is Google ADS, or contextual advertising.

Medical organizations already know that contextual advertising is the best fit for this niche. "Why?" you ask. The answer is in our article!
Benefits of context from WGG Agency

Google Ads and Medical Marketing

Firstly, health and medicine are important and relevant topics for many people, which means that the demand for medical services is constantly growing. Contextual advertising can help attract the attention of potential customers and show them relevant ads.

Secondly, contextual advertising is based on keywords, which allows you to more accurately target the target audience in the medical niche. This means that ads will be shown to people who are looking for information about medical services, drugs or diseases.
With such ideal input, you really want to start a game called "Contextual Advertising". After all, if you pass it, the entrepreneur will receive the most important reward - a high income in the medical niche. But, here's the problem, at each level there are complex quests that need to be dealt with:

  • Mistrust of future patients

  • Non-targeted requests

  • Long deal cycle

Right now we will share with you the most important tips so that your medical business comes to high income.

Mistrust of future patients

If you enter any query related to medicine into Google, you will find a million different sites, advertisements, announcements, etc. And the patient almost arranges a "casting" for the role of the best clinic that will save you from any disease.

Let's figure out what criteria a future patient can use to make his choice.
Google search "stomach pain"

Advertisements

As an example, let's take our case with the human reproduction clinic. In this situation, you can't post images that might scare off customers: stock images, like a calendar, pregnancy tests, or cute babies from popular advertising, for example. Such images will not bring any benefit, no one is taken in by beautiful pictures downloaded from the Internet anymore.

The ideal solution was to use photographs of the doctors themselves. Firstly, human faces inspire confidence, and secondly, if this person is an expert in their field, then this is simply +1 point to the patient's trust.
Photos of doctors

Segmentation of the target audience

Different audiences have different needs and fears. For example, the audience from 18 to 45 years old is interested in laser vision correction, and if we consider patients over 55 years old, then there is another need - treatment of cataracts and glaucoma.

Publication of expert medical content

This type of promotion is not so much related to contextual advertising, but it is also important to mention. After all, there is no person who has never looked for their syndromes on the Internet. If you use this tool correctly, then any patient who likes to treat themselves with plantain will want to turn to real specialists in the field of health care.

For example, in our dental clinic case, we developed promotional videos featuring dentists that focused on potential clients' pain points, and even created a “smart jaw with braces” to attract audiences. We use simple, clear wording, such as “Are you embarrassed to smile?” to effectively generate interest and resonate with their concerns.

Of course, in the advertising we always mentioned that you can’t self-medicate and you need to see a doctor as soon as possible, and we created a convenient special form for collecting leads.

lead form for dental clinic

Non-targeted requests

At the moment, the medical field is rising in price every year. Some services vary in price among competitors. And then the question arises: how to reduce the percentage of non-targeted requests, filter out the insolvent audience and select only those who are ready to purchase an expensive medical service?

To begin with, it is worth checking the current semantic core and adding "minus words" (useless and inappropriate queries) to filter out part of the audience. Study the real search phrases that future patients come by, and minus everything that gives you non-targeted traffic.

Then you need to study the geolocation of ad display and disable unnecessary regions if you are not ready to work with requests from other cities.

If these tips do not help, then you need to reconsider your target audience. A deep analysis allows you to put yourself in the patient's shoes and look at the medical service through his eyes. Perhaps it seems to you that young people are interested in your services, but they may be scared by the cost of the work. Therefore, here too it is worth focusing on the portrait of your client.

Long deal cycle

To solve this problem on the way to high clinic income, it is necessary to identify the types of medical services:

  • consultations - an appointment and examination with a doctor;

  • examinations - tests, ultrasound, etc.;

  • course of treatment - comprehensive medical care, which includes consultations, examinations and treatment.
If the consultation type of medical service involves a short transaction cycle, then examinations and a course of treatment entail long reflections on the part of the patient. In this case, it is necessary to build a strategy from contextual advertising tools:

  • Setting up a quiz form on the site;
Such a tool is ideal for the medical niche, since the future patient leaves all the necessary information and at the end receives a bonus - free diagnostics or a discount. The service is suitable for setting up such a tool.

  • Chat within the site;
Thanks to the service, the future patient will be able to describe their complaint on the site and the consultant will be able to help the user.

  • Setting up call tracking;

  • A page relevant to the user's request.
For example, if a person writes in the line the request "appointment with a therapist", then he should receive the corresponding advertisement and the correct page. But if a person clicks on an ad about making an appointment with a therapist and is simply taken to the main page, they will not search for information. People are lazy, they simply close the page and continue searching. For example, if a person types in the query line "appointment with a therapist", they should receive the corresponding ad and the correct page. But if a person clicks on an ad about making an appointment with a therapist and is simply taken to the main page, they will not search for information. People are lazy, they simply close the page and continue searching.

Checklist for Promoting Medical Brands

So, what will lead a business to high income?
1
Advertisement with an image of a doctor who will inspire confidence;
2
Competent distribution of the target audience by segments;
3
Publishing expert medical content;
4
Analysis of the semantic core with the addition of "minus words";
5
Setting up relevant geolocation;
6
Integration of a quiz form on the site;
7
Connecting a chat form;
8
Setting up call tracking;
9
Connecting a relevant page for the advertisement;
10
The most important thing is to understand your target audience and its needs.
By applying the proposed strategies, medical institutions can not only increase their visibility in the market, but also significantly increase the level of trust from customers, which will ultimately lead to increased revenue and business stability. And our healthcare marketing agency is always ready to help you with this.
Head of PPC advertising and web design department in WGG agency
Author - Head of PPC advertising and web design department
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