Every company knows they need to put out maximum effort to gain exposure online, but the numerous pathways to this can be a bit overwhelming to navigate. Here is your how-to guide to understanding digital media buying and putting it to work for your business to increase your patient acquisition.
What is digital media buying for healthcare?
Digital media buying refers to the process of buying advertising on Google, social media networks, and other digital platforms. Along with buying ads, designing, launching, and managing them are crucial to the success of your digital media. When done correctly, online medical advertising is a powerful tool that can help you bring in new patients.
How does it benefit my healthcare business?
Simply put, digital advertising is an important part of the new patient acquisition. For example, people turn to social media for help making even the smallest decisions when exploring something new. If one of those decisions relates to finding a new family clinic or specialist, they may ask for recommendations from friends and family, as well as check social media for reviews and credibility. Unfortunately, if your business does not have a strong online presence, you can be easily forgotten when this occurs.
The ideal equation includes a great reputation and online presence, plus active engagement, mixed with awesome digital marketing to keep you fresh in the minds of your potential patrons and help you stand out among the competition.
Why is paid social advertising important in healthcare marketing?
For healthcare providers, hospitals, and medical clinics, social media informs potential patients about who you are, how you operate, and what you value as an organization. It can also attract talented physicians and other medical staff to your business.
When it comes to advertising on social media, Facebook is a necessity for healthcare companies because it finds and engages with patients where they spend most of their time: online. As a matter of fact, more than 75 percent of patients use online reviews and interactions as final decision-making factors when choosing a new doctor. Facebook allows your practice to open up a conversation online that highlights your professional niche, engages you with followers, and draws in new patients.
Social media advertising is an affordable way to market your services and broaden your reach. While you might have a few dozen to a few hundred individuals who follow your business page, Facebook ads allow you to show up on the feeds of thousands of people in your area who don’t follow or know you yet.
Why is online reputation important in healthcare?
In this modern era, your online reputation is your business’s reputation. What is said about your business online is what potential patients will rely on for guidance, and it will help them determine whether to take the next step with you or to keep looking elsewhere. A strong online reputation can make a difference in whether you acquire a new patient or your competition does.
Helpful Hints for Creating Effective Google Display Ads
- 1. Less is more. Keep things simple. More often than not, banner ads are only going to get the viewer’s attention for less than a second. If you can’t get your message across in that time, you’ve lost. With display ads, there is no space or time for complex words. You’re just trying to hook the lead, not make the sale.
- 2. Keep your message clear. Businesses often bend their message to fit what they think a certain site’s visitors might want to read — but this isn’t the way to go. Don’t distort your message to attract someone who might not be interested. Instead, stay focused on reaching those who are interested in the quickest, simplest manner. Staying clear and direct saves time and energy for both you and your customers.
- 3. Use contrast in your design. You want to make sure that your entire ad is easy to read. If the words or images aren’t easy to make out, users will click away without a second thought. Make things stand out with contrasting colors or patterns!
- 4. Design each ad to display across various devices. Regardless of if the user is seeing your ad on their desktop, tablet, or phone, it must display correctly. This means you will need to make separate designs that are optimized for each type of device. Always be willing to do this kind of extra work — prospective clients probably won’t be.
- 5. Focus on the deal. If you’re offering discounts or rebates on your products or services, they should be your ad’s central message. If a customer has a chance to save money, they are much more likely to pay attention to your ad.
- 6. Always have a call to action. Every advertisement – not just on the web, but in every medium – should include a call to action. Maybe your image is eye-catching, maybe your copy is witty. But, if the consumer doesn’t know what to do with it, you haven’t accomplished anything.
Helpful Hints for Creating Effective Social Ads
- 1. Know your audience. Who exactly is your ideal patient or customer? Are they within a certain age range? Are they typically a specific gender? What areas do they live in? All of these details play a part in determining who exactly your ads should target.
- 2. Write an interesting copy. Writing is not just for journalists and authors. Every business has a story, which becomes an opportunity to connect with potential consumers. At the very base level, be sure to write a clear, error-free copy in your social posts. At best, your social copy should entertain, persuade, educate, or inspire every single time. Investing in Facebook ads is only worthwhile if your ads make an impact on the people who come across them.
- 3. Utilize Facebook remarketing. Facebook allows you to market your ads to people who have already interacted with your business. This includes previous website visitors, past customers, and current email subscribers. The potential for these users to choose you is much higher than that of strangers who have never heard of your brand because there is already an element of familiarity. Be sure to use that to your benefit.
- 4. Take advantage of video ads. More and more Facebook users are paying attention to videos. In fact, Facebook is YouTube’s number one competitor when it comes to video views. Their video ads can also override image ads because their goal is for users to stay on the platform longer, and videos accomplish this at a greater rate than images. Because of this, Facebook’s algorithm will always prioritize videos. Take advantage of this by choosing this format for your ads, as they can hold viewers’ attention longer and be bumped up by Facebook’s algorithm.
- 5. Monitor your ads and adjust them as needed. Facebook allows you to quantify how powerful your ads are with stats about their reach, conversions, clicks, and more. If you notice certain types of ads blowing others out of the water, tweak your approach to incorporate qualities from those high-performance ads into the rest of your ads. If users are not engaging with your ads in the right way, modify the visual, or use a different video. For ads only reaching a small number of your targeted audience, try amending your targeting strategy. In short, make whatever adjustments are necessary to increase the effectiveness of your ads.
- 6. Build out a long-term approach. Creating a long-term strategy is key with social media because, unlike Google ads, the investment return is not always immediate. Facebook ads are normally consumed as users scroll their feeds for entertainment and connection, whereas other users go to Google to find or buy something. Think of Facebook ads as something to monitor and nurture as you slowly build relationships and familiarity with consumers. Facebook ads can be treated as the first step to getting people interested and engaged with your brand. Over time, this process builds trust and leads to conversions.
How do I get started?
The first step to digital media buying is developing a clear strategy. Doing so is essential for standing out online. If you have any questions about strategy or how to promote your medical practice, we would love to walk you through the process. Let our marketing professionals do the work for you, so you can focus on caring for your patients. For more information, contact iProv at (501) 653-6532 and schedule an appointment today.