Healthcare Marketing Pulse - Edition 3

Author

Brian May
May 02, 2024

Welcome to The Healthcare Marketing Pulse Newsletter. Enjoy a quick 4-minute read.

What to Expect

  • Optimizing Healthcare: The Power of Effective Patient Referrals

  • Focusing on the Bottom-of-the-funnel with PPC Ads 

  • Upcoming Conferences This Week - 2024 NNPHI Annual Conference

Join Us on Thursday, May 2, 2024 for our Webinar on 

“Determining the Right PPC Budget For Maximum Results”

Actionable Tip of the Day/Week

Facebook Custom Audiences For Physician-to-Physician Referrals

  • Action: Upload a segmented list to Facebook to create Custom Audiences. This information can usually be collected from your CRM or patient management system. For physicians not on your list, use Facebook’s "Lookalike Audiences" to find similar profiles based on the characteristics of physicians in your original Custom Audiences.

  • Purpose(Why): Utilize a mix of educational videos, informational posts, and direct call-to-action ads. For instance, a video tour of your new facility or a live Q&A session with key physicians can provide tangible insights into the care environment and expertise available. Schedule these ads to appear at optimal times when physicians are most likely to be on Facebook, such as evenings or weekends, based on your audience insights.

From Around The Web

Deep Dive - Focusing on the Bottom-of-the-funnel with PPC Ads 

Focusing on bottom-of-the-funnel (BoFu) keywords in Google Search Ads can be particularly strategic for healthcare marketers, especially when dealing with budget constraints. BoFu keywords represent users who are in the decision-making phase of their journey. They are typically looking to make an immediate decision. 

For example, a patient searching for "knee pain" is not quite ready to make a decision on a provider as a patient that is searching for "Orthopedic doctor near me." Due to their high intent, BoFu keywords can lead to quicker conversions. For healthcare marketers working with limited budgets, investing in these keywords can yield a more immediate return on investment (ROI) compared to top-of-the-funnel (ToFu) keywords, which are more exploratory and less likely to convert in the short term. 

This means that the budget is spent on users who are more likely to convert, making it a more cost-effective approach. In the competitive healthcare market, targeting BoFu keywords allows marketers to capture demand at a critical point when potential patients are deciding between providers. By effectively targeting these users, healthcare providers can outpace competitors in capturing late-stage leads.

Conferences This Week

Recent Daymark Interactive Blog Posts

Healthcare marketers tend to spend a lot of time and effort on top-of-the-funnel activities, but is that the best use of resources?

Are your healthcare PPC campaigns not performing? Here are six expert tips to help you quickly improve your PPC results.

Free Online Reputation Analysis

Have you checked your online reputation lately? Request a free Online Reputation Analysis where we thoroughly review your profiles on all of the major rating and review sites and provide a detailed analysis about what your patients say about you and how they feel about you and the service that you provide.  Evaluations are ready in less than 24 hours!

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