#01Get To Know Your Audience Well
You need to know your patients like the back of your hand and for medical advertisers, you will need to ensure that your keywords, ad text, and landing pages speak to the language that the patients like. What keywords will they use to search for when looking for a cardiologist or urologist? Take into consideration the different stages these patients are in. Medical advertisers will need to determine if that patient is in a research heavy mind-set, weighing their options between different providers, or in an urgent care state-of-emergency.
In the case of a cardiologist, there will be patients who are top of the funnel, in research mode; they are experiencing chest pain, and they know something’s wrong, but they’re hoping it will go away. Then there’s chronic – these people know exactly what they’re looking for; they’re typically older or are seeing another specialist and and they convert fast. And lastly, there are patients who need emergency and immediate care.
#02Pay Close Attention to Average Position
While it is generally important for advertisers of all industries to stay at the top of the search results, it is even more essential with healthcare advertisers so that they are first top of mind recall for patients whenever searches are conducted for their services.
#03Make Contact Information Readily Available
This is critical for advertisers in the healthcare industry. Think about a patient in a state of an emergency or in serious pain; they are without a doubt going to want immediate access to a phone number or address to receive urgent care. This demographic is likely well-educated and going through a longer conversion process where research is heavy and specific questions need to be asked that can’t be answered without contacting an expert on the product.
So, how can you make sure that you’re utilizing every opportunity to make your contact information readily available? Ensure you’ve doing the following including
- Set-up Call Extension
- Location Extensions
- Sitelink Extensions (linking to your contact page)
You need to include phone numbers, locations, make sure offices are easy to find on the map, provide details on how to reach your clinic.
#04Ensure Your Mobile Strategy is Top-Notch
You may have already figured this one out, but typically if contact information is important then so is having a robust mobile strategy. Over 50% of patients use their smartphones while researching for medical information and making decisions, according to Google.
So what can you do to ensure you’re appearing attractive to your mobile audience? Start by making sure you have a mobile first strategy. In the past having a mobile friendly website is sufficient but nowadays we have to ensure that the mobile website is laid in an intuitive way to guide patients to eventually contact your clinic. It is also imperative to ensure that your mobile website loads fast, since most users are impatient nowadays.
#05How much information should I put up on my landing page
There are theories that landing pages should be kept short and concise, with minimal text, and a strong call-to-action with some engaging visual elements. However for healthcare, this is not the case! Think about it, our health is the most important thing we have and this means that people will want a lot of information in order to make a decision when it comes to their health. Unless they’re in that emergency state, in-depth research is typically conducted and trust needs to be gained.
So now that you know how unique the healthcare industry is, you will need to find an agency that is equally experienced in managing medical campaigns.
You need to find one agency which understands the difference between a cardiologist and cardiothoracic surgeon, why both ENT surgeons and general surgeons can manage head and neck conditions, and the difference between a dermatologist and trichologist.