Internet Advertising For Doctors & Physicians
Best Healthcare Medical Practice Advertising For Doctors. Call PatientGain.com 888-600-4172.
Every day too many physicians and healthcare practices struggle every day to fill their calendar with patients. They have a great location, dedicated professional medical staff, proper equipment, many hard earned certifications and qualifications. They also have a nice looking Website. However what they lack is a sophisticated online marketing software and expertise. In addition, there is increasing commercialization of medical services.
Most Doctors Ask Us: Do I Need to Advertise? The Quick Answer is Yes, if You Want to Compete Online With Your Competitors.
As a practice manager, you have to focus on 1. Offline traditional advertising and 2. Internet online advertising. As majority of the patients search for medical services online, healthcare advertising for doctors using the internet is on the rise. We highly recommend online advertising for 99 percent of healthcare medical practices. Our data shows consistent increase in patient count and overall business improvement. In some cases we have to stop online advertising for our customers (physicians & medical practice) reason : they could not handle the volume of new patients.
The actual advertising budget for each clinic and practice is different. Some clinics/doctors are very aggressive and spend $1000 per day (or more) and some spend $1000 a month on advertising. We also have few clinics/doctors who do not spend any money on online advertising, they doctors rely on referrals and very strong SEO rankings. Also you have to understand that every practice area is different. For example for Medspa and plastic surgeons, it is next to impossible to be successful without proper online advertising budget. The typical range is $3000 to $15000 per month, with average budget of $6677 per practice in USA. Urgent cares in USA: The typical range is $1000 to $7000 per month, spend on average spend $2600 per month per location. However these are “average” locations with medium competition. Primary care doctors spend $600 to $1300 per month, with an average monthly budget of $890 per month. Pediatric practices: The typical range is $600 to $1600 per month, spend on average spend $900 per month per location. Sexual health practices: The typical range is $3000 to $8500 per month, spend on average spend $4200 per month per location. Optometrist and Ophthalmologist practices: The typical range is $600 to $1500 per month, spend on average spend $750 per month per location. Read more here.
What Not to Do if You Decide to Run Online Advertising Campaign?
- Don’t start and stop campaigns – Data is needed to make adjustments to your campaign. Professional online advertisers, look at the campaign data, keywords, negative keywords, conversion pages, quality of patient behaviour to make adjustments
- If you have a small budget and you are in a very competitive market, you are NOT likely to see any results.
- Do not switch advertising mediums too quickly. For example one of our customers in a very competitive area of Dallas suburbs, wanted to spend $1000 per month on online ads, 15 days on Facebook+Instagram and 15 days on Google. This will be a WASTE of money. Running a successful ROI based campaign needs time and analysis. In this case we recommended to customer to commit for monthly budget and let PatientGain make the decision. We allocated 80% of the budget to Google PPC ads and 20% of the budget to Facebook ads, for this customer.
- Your competition is not sleeping. They are looking at your ads also. They are adjusting also. So you must be nimble.
- Do not send users to non-relevant pages or posts. Provide useful information on every page – treat every page of your website, as if it’s a landing page. Have call to action and lead capture on every page.
- Do not overload with long videos – Short videos produce best conversion. Best results come from “in page” embedded videos.
What Percentage of Doctors Benefit From Online Advertising?
Our data shows that proper advertising produces more patients for 99 percentage of the clinics/doctors. However setting up and managing Google, Facebook, Instagram ads is not a simple task. Just one or two mistakes can waste your budget. Our data shows that over 73% of the campaigns have issues, they have incorrect settings, wrong targeting, not enough branded images (for display based campaigns), or improper negative keywords or no negative keywords. List goes on and on. We have seen disasters, but we have also seen good campaigns. In summary, online advertising for doctors, works – question is how efficient is the campaign? and is it optimized?
No Keyword Markups
6 Pillars of Online Advertising for Physicians:
1. Local SEO - Local Directories & Maps
2. Organic SEO - Top Google Search Results
3. Speech SEO - Patients are "Speaking" to Devices
4. Google Advertising - Search PPC, Display and Remarketing Ads
5. Facebook & Instagram Advertising - Many Variations
6. Geo-Fencing, Location Based Advertising (Includes In-App Ads)
Examples of Online Advertising
Example 1: Potential patient searching for a medical weight loss clinic near them. They are located in Orange County Aka OC – California. You will notice that there are a lot of examples related to Google – this is because that we still see best ROI from google ads. Facebook, Instagram is also good.
Example 2: Potential patient is on Facebook and Instagram – Targeted ad is displayed to a potential patient, based demographics and past interest. GEO location is also a factor. Facebook and Instagram ads have become more complex than Google PPC ads. For example, there are more 62 different settings for proper Facebook ads. Instagram ads can be managed just like Facebook ads and both platforms are integrated. Facebook owns Instagram.
Example of a branded Facebook Ad
for a medical weight loss center
Example of a branded instagram Ad
for a medical weight loss center
Example 3: Dashboard report from an actual medical practice. You can see that number of patients being generated from Google ads and or Google SEO.
Example dashboard from a real campaign. Green arrows are leads originating from Google PPC ads, orange ones are from organic search. This website has one of the best SEO rankings. So Google PPC ads, Facebook targeted ads, if done properly will have additional positive impact on your healthcare practice.
Example of Facebook and Instagram Advertising For Doctors
Example of Online Advertising Lead Capture for Medical Clinics
Proven Advertising For Doctors: Offline Advertising VS Online Advertising
These days having a nice looking website will not be enough to generate new patient clients. If your clinic needs to retain existing patients for repeat services and procedures, then you need additional strategies and software. Advertising for doctors can be offline or online. Offline advertising for doctors refers to Billboards, Newspapers, Paper Yellow Pages, Ads in Cinemas, Radio Ads. This form of advertising has lower reach compared to online advertising. Its is also difficult to measure the impact, there are time constraints, difficult to make changes to advertising message once its deployed. Above all it is expensive compared to online advertising, and ROI is much lower. The figure below shows the impact of Online Advertising for a Medical Practice. Specifically Google Adwords, PPC Advertising for Doctors. You can see the spike in calls. This is due to launching an aggressive Online PPC Campaign for this Medical Practice.
Medical Advertising & Patient Acquisition Costs
Patient acquisition costs can be anywhere from $8 to $27 per new patient in most US areas – how do we know this? PatientGain.com has executed thousands of Advertising, Marketing and Email Marketing campaigns for healthcare companies. If you are located in an area with a lot of competition, your costs will be higher. Also, competing on the Internet for more patients requires that every medical practice must consider three key areas for online success. Each one of these areas are addressed by the PatientGain.com platform and we have developed specific online applications for each area to help you become successful.PatientGain.com’s online apps have become an excellent advertising tool for your medical practice. It is imperative that you launch your Reviews Marketing campaign, in addition to online advertising. Let’s show you some examples and how to launch a Reviews Marketing campaign.
10 Percent Flat Rate Advertising For Doctors
NO KEYWORD MARKUPS
Examples of Results from Actual Customers – Please Note: Your Results Will Vary and are NOT Guaranteed.
Cost Per Lead Data from Google Ads, Facebook & Instagram Ads – Based on Actual Plastic Surgeon Customer
Data: Strategy is to use combination of Google Search Ads, Facebook & Instagram Ads for specific services.
CPL stands for Cost Per Lead : Analysis: Conversion Rate is 28% So basically every 4th lead converts to a customer. Average procedure is $11,100. This is a high-end plastic surgery center in one of the major cities in USA.
November $ 21.39 cost per lead
December $ 27.25 cost per lead
January $ 27.88 cost per lead
February $ 29.27 cost per lead
March $ 29.16 cost per lead
April $ 25.98 cost per lead
Cost Per Lead from Google Ads, Facebook & Instagram Ads – Based on Actual MedSpa Customer
Simple To Use Complete Internet Advertising
and Marketing For Doctors & Clinics
Medical Marketing & Advertising Made Simple
The PatientGain.com patient acquisition platform is designed for business owners, not techies. There is no programming required for applications. PatientGain.com apps can be embedded in existing websites or PatientGain.com Conversion websites and mobilesites can be used. We have created and tested (A/B Tested) several designs, templates, Call-To-Action, Landing Pages, Promotions, Referral Apps, Google Local-Listings, PPC Campaigns, and Lead Capture Pages for successful conversion for doctors’ offices and practices.
PatientGain.com’s platform ensures that your clinic’s advertising strategy effectively generates patients by covering the three main sections of online advertising: Targeted Search Advertising, Optimized Business Presence, and Social Media. Instead of going to multiple vendors to piece together solutions to create a complete approach, clinics are using PatientGain.com’s comprehensive platform to manage their entire presence online. With PatientGain.com’s apps and expertise, your clinic will be able to use online advertising to boost your lead generation, improve your online conversion, and increase number of patients walking through your doors.
To increase the effectiveness of your clinic’s advertising, you need to be active in the three main areas where people interact with you online. With all the tools, support, and professional knowledge in PatientGain.com’s clinic solution, clinics using our platform have been able to execute a more effective advertising strategy, and maximize their patient generation. If your clinic isn’t utilizing all three of these strategic areas in your online advertising, Request a Demo to learn how PatientGain.com can help implement a better solution for your clinic.
Advertising For Doctors Example Data:
One of our customers, a medical clinic in a very competitive market was running their PPC advertising with a local company in Michigan, when they first started using PatientGain.com. After using PatientGain.com advertising platform, the first month, they saw some drastic results at their clinic now that their Google AdWords Campaigns were being managed by PatientGain.com’s PPC platform. While using a local advertising company, they had an average cost per click of $5.86, and were spending around $1,600 – $1,800 a month on advertising. After switching over to PatientGain.com, they now had an average cost per click of $3.85, which increased the number of clicks they got per month by 166% with the same $1,600 budget. Their campaign also saw increased CTR and Quality Score ratings, and within days they saw the difference at the clinic, as more and more patients were reporting they found the clinic on Google. After analyzing where their patients were coming from a few months after making the switch, they found they were seeing 17 to 22 more patients per month who reported they found the clinic through Google. With a more effective and efficient campaign designed and managed by PatientGain.com, they increased the number of patients they saw with the exact same advertising budget.
1. Targeted Advertising
PatientGain.com offers Pay-Per-Click (PPC) Advertising on Google, Yahoo, and Bing, as well as Remarketing and Facebook advertising campaigns. When optimized effectively, these advertising campaigns create an excellent boost to lead and patient generation. PPC advertising allows your clinic to effectively target quality leads while they are actively looking for services you offer. PatientGain.com has great experience in running PPC
2. Optimized Business Presence
a. Cultivated Online Reviews/Reputation
b. Organic Rankings & Directory Listings
c. Conversion site optimized for search engines, w/ intelligent apps
d. Need to draw your leads & traffic to an effective conversion site; not only need to display yourself well to generate leads, but you have to effectively convert them once they find you
3. Social Media
a. Facebook, Google+, Yelp, and more
b. Apps to add lead capture to your social media, integrated with your backend
c. Improves your lead generation, tracking, and conversion
d. Turn your Social Media into a more professional business tool
Off-Line/Traditional Marketing Checklist For Doctors and Medical Practices
Based on hundreds of practices in USA & Canada, we have found that these tactics are typically employed by many practices.
- Newspaper ads
- Direct mailing to people living in a certain town, radius or locality
- Local bus ads
- Ads in local movie theaters
- Billboard rentals
- Discount coupons
- Product sampling
- Frequent Buyer program
- Hosting special events - for blood drive / AARP meeting
- Radio advertising
- TV advertising
- Advertising in local school's publication targeted for parents
- Co-advertising with another physician who compliments your services.
- Sidewalk Advertising - attention grabbing person stands with a sign of your service or clinic
Generate New Patients By Using
PatientGain.com’s Positive Reviews App
Facebook VS Google Advertising For Doctors
Facebook advertising can be very effective, just like Google search advertising. However, overall Google search ads perform much better than Facebook display ads. The ROI is greater for advertising for doctors on Google search. Lets go over an example below.
The time frame is 1 month, 30 days. The budget spent is almost the same on Google Search and Facebook Ads for this medical practice.
Google CPC resulted in 2241 total visits, with 5078 page views, on average 2.27 page views per visit. During this time there were 78 conversions and 13 new sales. Each sale is approx $5000 for this medical clinic.
Facebook CPC resulted in 2036 total visits, with 2593 page views, on average 1.27 page views per visit. During this time there were 16 conversions and 4 new sales. Each sale is approx $5000 for this medical clinic.
Based on this and similar data, we know that Facebook ads work, however ROI from Google search ads is much higher.
Online Success Starts With Best Medical Marketing Conversion Website
Medical Marketing Conversion Websites are different than informational websites. Here are 8 examples of characteristics for medical marketing conversion websites
Your Medical Marketing Conversion Websites should:
No 1. Your medical marketing conversion website should have useful information for a patient visitor to easily contact you multiple ways. This includes 1. Click to Dial – Phone 2. Fill out an Appointment Request 3. Find Directions 4. Find Medical Services
No 2. Intelligence so Information is captured securely in a HIPAA Compliant database
No 3. Tracking software so source of your leads is captured so you can easily measure the ROI of each advertising medium
No 4. Promotions and Offers should be included predominantly
No 5. Tracking of Phone calls is very important
No 6. Ability to respond automatically ( Auto-Responders ) should be built into your medical marketing conversion website
No 7. A/B Tested layout for best possible patient experience and results
No 8. Your medical marketing conversion website should not take the user away from your primary focus. For example, if your strategy is to capture patient information from a landing page, keep it simple and to-the-point. Do not offer any other offers so the patient is tempted to click on another area and leave your website.
6 Steps for Online Success For Clinics
Step No 1.
As medical practitioners, we have to realize that patient behavior is changing. Patients are now looking for medical services online. 88 percent of patients search online for medical services and clinic information. Even 47 percent of existing patients look for additional, related services online on your own website or your competitor’s websites. So you must be present on the Web. 60 percent to 72 percent of patients look for your services, check your online reviews, using a mobile device. Make sure that you have website that is focused on Mobile Marketing for doctors. Here are many examples of great ( and free Mobile, responsive and intelligent) websites. Once your medical practice is online, there are 5 additional important areas to cover.
Step No 2.
In US, approximately, 78 percent of the time, your patients are going to use Google search engine to look for medical related services, reviews and other information. So your first step is have a top notch Google presence. Other places are important also, like Facebook, Yahoo, Bing etc. But start with Google. There are 6 important aspects of Google presence.
- Google Local Listing for your medical practice
- Google Maps, verified listing
- Google Reviews rankings
- Google Posts
- Google Organic results
- Google Paid Search
Each of these should be addressed by your online strategy for your medical practice. Many doctors and practice managers think that having a nice looking website will suffice. Unfortunately it is no longer enough to have a nice website and a Facebook page.
Each of the above mentioned 6 important aspects of Google presence require attention to detail, time and commitment, not to mention financial investment.
Step No 3.
SEO or Search Engine Optimization for Doctors & Medical Practices can be defined in many ways. To provide you with a high level guidance, these 5 areas are most important:
A. Google Local Listing for your medical practice
- Create a Google account
- Add you clinic’s accurate information – Name, address are the most important information – Phone should be checked.
- If your practice’s information is incorrect, you will have correct it
- You may have to claim your listing also.
- In certain cases you may have duplicate listings, these should be resolved.
- There are dozens of other Local directories – They should be checked and updated. But Google, Facebook, Yelp, Yahoo/bing are the most important ones. Start with these.
B. Google Maps, verified listing
- Create a Google account
- Add you clinic’s accurate information in the Maps
- If your practice’s information is in correct, you will have correct it – sometime the Map Pin is Inaccurate
- You may have to claim your Map listing also.
- In certain cases you may have duplicate listings, these should be resolved.
- There are many of other map based directories – They should be checked and updated. But Google, Map Quest, Apple Map are the most important.
C. Google Reviews rankings
- Create a Google account
- Check you reviews and ratings
- If your practice’s reviews are 4.5 and over 100 reviews on Google, then you are doing well. If less than this, you will need to focus on this area.
- Other important review sites are Yelp, Facebook and HealthGrades. But start with Google.
D. Google Posts
Posting on Google is a new way to share relevant, fresh content with the people who are searching for you. Use images, videos and even animated GIFs to engage your audience, and add inline links to drive traffic to specific content. This enhanced format allows searchers to hear directly from the primary source — you — and complements existing results from across the web. One important note the Google Posts expire every week. You have to post every week.
E. Google Organic results
Your content on your website is the most important factor on your website. Content refers to your text, headings, sub-headings, main paragraph, images, videos, blogs etc. Your website must contain non-copied, non-plagiarized content.
Step No 4.
Every year, billions of dollars are spent on online advertising. Very broadly, online advertising can be divided into 2 main categories:
- Display advertising
- Search advertising
As a doctor and a medical practice manager, both of these are important for you. You can acquire new patients using both of these mediums.
Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. For example, if your potential patient is on Facebook and has recently clicked on or watched a video related to Breast Augmentation medical procedure and treatment, ads related this subject can be displayed to the potential patients. This is an example of display ads.
Search advertising is very common. Every time you are on Google and type a search term, lets say “Urgent Care near me”, Google search engine will usually display ads on the top of the web page. In the middle, there is a map, reviews and business listings, and at the bottom, there are organic or free search results. The advertisers pay a fee to display their ads in the top area. If a user clicks on any of the ads, the advertiser pays a fee for each “Click” This is called Pay-Per-Click advertising. For medical practices and doctors, this is very effective and creates excellent ROI. Google PPC ads produce excellent results, however it is complex and requires a professional to manage your campaign.
Step No 5.
Reviews marketing is another emerging area. Online reviews are impacting decisions of your prospect patients dramatically. This is one area that will make your medical clinic shine or impact negatively more than any other strategy. In fact it should not be a marketing strategy, it should be a necessity.
There are 4 ways to acquire positive reviews, and at the same time, minimize negative reviews. So your marketing strategy should be to minimize any negative reviews, and maximize positive reviews.
4 Ways to acquire online reviews
- Using SMS/Texting apps. A text is sent to a patient asking for feedback after a visit.
- Using Email apps. An Email is sent to a patient asking for feedback after a visit.
- Using an iPad in the lobby. A patient is asked to provide feedback right after the visit.
- Using Social Media or your Website. An app can be added to your business page on Facebook or your website, asking patients to provide feedback.
There is no quick and foolproof way do this “quickly”. There are pros and cons for each approach. Google and Yelp understand that businesses are striving to acquire more positive reviews and “bury” negative feedback, their algorithms are aware of SMS requests for reviews – and they are blocking reviews posted using SMS originated requests. Having an iPad in the lobby can cause block of IP Address and so on.
Step No 6.
Social Media Marketing is another very important aspect of your marketing. Your potential and existing are hanging around on Facebook. You have to make it easy for them to do business with you. Here are 5 steps.
5 Steps for Facebook Success for Doctors & Medical Practices
- Create Facebook Business Page for your medical practice.
- Optimize FacebookBusiness Page for your medical practice.
- Add apps to your FacebookBusiness Page for your medical practice. For example, add Contact Us app, add Appointment Requests app, add Promotions app.
- Add content to your FacebookBusiness Page for your medical practice
- Advertise your FacebookBusiness Page for your medical practice on Facebook – There are multiple ways to promote your FacebookBusiness Page for your medical practice. You can hire a professional ( recommended ) or do it yourself. Professionals who are certified advertising professionals will produce better results for you.
Summary for Online Success For Doctors
These 6 steps are proven to add value for hundreds of medical practices. There are many other steps you can take to further improve your strategy. Monthly Email Marketing is another strategy, among many others. Contact us so we can help you and view details GOLD package here.
PatientGain.com is a certified premier google partner for healthcare.
To learn about Website Strategies and Website Examples for Doctors & Medical Clinics, please go here.
To learn about How Much Do Doctors Spend On Advertising, please go here.
To learn about Search Engine Optimization for Doctors & Medical Clinics, please go here.
To learn about Pay Per Click PPC Advertising for Doctors & Medical Clinics, please go here.
To learn about Content Marketing Strategies for Doctors & Medical Clinics, please go here.
To learn about GOLD Package Marketing for Doctors & Medical Clinics, please go here.