The News Chair
  1. Advertising Healthcare in the Digital Age

    March 7, 2018 by Sam Watermeier

    What is the first thing you do when you’re feeling under the weather? You probably hop on the internet to research your symptoms, right?

    These days, people do their homework before scheduling any kind of medical appointment. When they have a medical issue, they tend to start combating it online. In fact, one in every 20 searches on Google is healthcare-related, and those who are in-market for services tend to gather information on Google before taking any action.

    Cyberspace is the place to be when it comes to connecting with potential patients. Although you can certainly catch consumers’ eyes with billboards on the highway and ads in the local newspaper, you have an even better chance of grabbing their attention online.

    When we steer new healthcare clients toward digital advertising, they often worry about their companies getting lost in the clutter of online information. Are you hesitant to make the leap into the digital world? Let’s dive in together and look at the benefits of digital advertising. 

    The Measurability of Digital Advertising

    Traditional marketing methods, such as billboards or television commercials, don’t always produce tangible results.

    With digital advertising, you can access analytics that show you how ads are performing and what kind of progress you’re making. You can see …

    • The demographics you’re reaching
    • What time of day the ads are reaching the most people
    • How many users are clicking on the ads
    • The amount of conversions — the number of users taking actions to become patients (filling out contact forms, calling the medical office, scheduling appointments, etc.)
    • The cost per conversion 

    Here’s a sample of a report from our digital advertising strategist Christy Stewart that shows the positive results of the Facebook display ads and Google search ads we created for one of our healthcare clients.

    As you can see, this report shows a significant increase in conversions and website traffic coming directly from our digital advertising efforts.

    The measurability of digital advertising helps our healthcare clients refine their strategies, defend their marketing budgets and determine what is giving them the best return on investment.

    Standing Out in Cyberspace

    One of the main concerns we hear from healthcare companies is the worry that they will fail to stand out online. But with digital advertising, we can …

    • Target specific audiences
    • Zero in on your market by geographic location (a.k.a. “geotargeting”)
    • Reach the top of search listings
    • Turn off the ads that aren’t performing well to save room in the budget for the ads yielding positive results

    “It’s easy to be nimble with digital advertising. You can change your ads with the click of a mouse.” — Christy Stewart, Digital Advertising Strategist

    The bottom line is that when people are scrolling through content on their computers and smart phones, they’re frequently looking for a health organization like yours. All you have to do is put yourself out there for them to find. And after collaborating with several healthcare clients on digital advertising, we can assure you that this is one of the most effective ways to boost your business.

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