Whether you’re a software company selling your product to doctors, a hospital aiming to provide care for patients, or an online schooling organization hoping to promote your medical transcription courses, a little advertising in the healthcare industry can go a long way. However, the marketing world can be a little tricky to navigate. With so many options and so many methods of advertising, it can be difficult for healthcare professionals to know where to start. One marketing method that has a good reputation for showing positive results is PPC marketing.
This method of marketing finds its home in the digital space of the internet. It is most commonly executed through search engine advertising and is almost always hosted by Google or Google-owned platforms. PPC marketing is a great way for healthcare providers and facilities to own more online real estate while consumers view search engine results pages.
PPC marketing stands for pay-per-click, which means that advertisers pay a fee each time their ad is clicked. This is great news for the healthcare industry because PPC marketing only costs them money when interested individuals click on their ad. PPC marketing also makes for easy budget setting when it comes to advertising costs. If you’re new to the advertising world, here is our quick and easy guide to PPC marketing for healthcare facilities and professionals.
Understand Industry Regulations
Before pursuing any marketing strategies, it’s important that healthcare advertisers understand the parameters that govern the healthcare industry. Healthcare facilities and professionals face several unique challenges when it comes to advertising. First, the healthcare industry is heavily regulated by confining legislation. Some specific examples of these regulations include language restrictions and protection of sensitive information. The healthcare industry also faces Google’s own restrictions on healthcare advertising. Google does not allow healthcare advertisers the opportunity to utilize remarketing tactics. Google is also selective when it comes to allowing companies within the healthcare industry to purchase display ads. In order to comply with industry regulations, it is crucial that healthcare entities understand these regulations before developing a marketing campaign. It is also important that healthcare professionals and facilities consult with their legal team before releasing any pieces from their campaigns.
One of the main benefits of PPC Marketing is its ability to reach specific demographics. PPC marketing can present advertisements from the healthcare industry to consumers based on their age, gender, ethnicity, geography, or other characteristics. In order to benefit from this precision, advertisers in the healthcare industry need to start by having a good understanding of their audience and a clear idea of who they want to advertise to. This requires thorough research and insights about the individuals they hope to reach. By creating advertisements based on extensive research that also specifically target a certain demographic, healthcare advertisers can best appeal to their consumers and get the most out of their PPC marketing campaign.
Use Mobile Marketing
Consumers spend several hours on their phones each day. Many consumers actively search for healthcare facilities, professionals, products, or even advice while on their mobile devices. This presents a great opportunity for healthcare organizations to reach these individuals. To take full advantage of mobile PCC marketing, the healthcare industry needs to develop mobile specific advertisements. In addition to these device specific advertisements, a healthcare organization’s website needs to be mobile friendly. In order for healthcare facilities and professionals to see high conversion rates of consumers that have clicked through to their websites, these sites need to be scaled to fit mobile screens, load quickly, and be easy to navigate while consumers are using their mobile devices. A mobile friendly website is critical for mobile PPC marketing campaigns to succeed.
The healthcare industry is saturated with competition, which is why a strong marketing campaign is crucial for healthcare companies to thrive. Using strategic methods of advertising, such as PPC marketing, can give healthcare organization the edge they need to get ahead of competing companies. By understanding industry regulations, creating specific advertisements, and developing mobile friendly websites, healthcare advertisers will begin to see the results of a successful PPC marketing campaign.