Last Updated: 10/30/20

Top Healthcare Marketing Trends for 2021

It is very important to stay up to date on the top healthcare marketing trends that are working in the medical space to grow healthcare organizations.

It can be tough to know which digital marketing trends in healthcare really do make the most growth difference and it can be frustrating because you can feel that by the time you implement one it is out of date.

That is why we have compiled a comprehensive list of the top digital healthcare marketing strategy trends that you need to focus on that we believe are here to stay for the next several years.

Table of Contents:

Reviews Are a Top Ranking Factor on Google

One of the newer marketing trends in healthcare is the growth of the role reviews and reputation are having in SERPs.

According to SearchEngineLand, “85 percent of consumers trust online reviews as much as personal recommendations.”

online reviews statistics for healthcare practices

On top of that, it only takes 1-6 reviews for a potential patient to form an opinion of your practice before ever book an appointment.

It used to seem like a foreign concept even 10 years ago for a patient to go online and research and find a practitioner-based of reviews and schedule an appointment, especially for a specialty physician.

However, we see it more and more every day with our clients that people are self-diagnosing, or even if they do receive a referral they do not just take their primary care doctors word for it.

They turn to online resources to read reviews and research the overall reputation of the practice and providers. Therefore it is critical to put a major emphasis on gaining control of the reputation management and review generation of the practice.

This is one of the healthcare marketing trends that appear here to stay until some kind of really major Google algorithm update that says otherwise.

Just take a look at the breakdown of local ranking factors based on research.

healthcare marketing trends 2020

As you can see from the pie chart, reviews are the third most important ranking factor in local SEO.

Therefore, they cannot be ignored. You need to start implementing a dedicated program to gather new reviews on Google, Facebook and healthcare-related sites.

Not to mention that Google’s algorithm can read the content of these reviews and pull related keywords out of the reviews for searches you want to rank for.

Take the screenshot below for an example.

healthcare marketing trends google reviews search result

You will notice the review mentions “knee replacement” which is a major boost for this provider when people are looking for knee replacement specialists in his geographical area.

Check out our HIPAA-compliant physician reputation management software.

Video is the Preferred Way to Consume Content

Video marketing arrived several years ago but has seen a slower adoption rate across the board by physician practices as a consistent part of their content marketing strategy.

A video is a powerful way of bringing potential patients “into the practice” and allowing them a peek behind the curtain to develop a know, like and trust relationship with the dentist before ever stepping foot in the practice.

Video is also a fantastic way to easily get the provider involved in the healthcare content marketing strategy consistently.

Think about it? Which is easier for an busy provider to pull off?

A. Writing a 1,500+ word long-form blog post. Estimated time: 2-4 hours

B. Film a 2-3 minute video on a smartphone. Estimated time: 10-15 minutes

If the process is streamlined video can be a much easier way to create content nearly every time.

Get a doctor in front of the camera and let them give advice on how to’s, educational pieces, FAQs, etc. then utilize social media platforms to broadcast it to your followers.

The best way to start coming up with topics it to have providers site down and write down common FAQs that patients ask them weekly or monthly related to specific procedures or treatments you offer.

I can guarantee that if you do that, you can come up with 6 months or more worth of video marketing topics.

If you do this you are beating out 90% of your competition in implementing this digital healthcare marketing trend.

Your Focus Should Be On Local SEO

Google’s algorithm changes nearly 500-600 times per year.

And with that, Google is becoming increasingly more focused on local SEO which is great news for practices that invest in proper medical SEO for their business.

In the past, if you did a query for a local provider you would get a lot of nationally focused materials on the first page.

However, in recent years, those search results are dominated by Google’s local “3 pack” right at the top and either practice listings or directory listings (Yelp, Healthgrades) after that.

This means that it is critical to creating a well-rounded local SEO for medical practices strategy to dominate local search for your keywords and outperform the competition which drives new patients to your website and generates new calls.

Google focuses on a few components for local SEO that matter most.

Those include:

  1. On Page SEO Optimization
  2. Google My Business
  3. Business Listings
  4. Backlinks

Check out this video on on page SEO strategies that you should be leveraging on your website pages.

Pro Tip: Making the Featured Snippets in Search Results

Google’s updates have made it to where you don’t even need to leave the platform to get a lot of your questions answered anymore with featured snippets.

local seo rich snippets

Zero Search is up for 2020, so does that mean website clicks are down?

Contrary to popular belief, you don’t need to be in the #1 spot to earn a featured snippet.

How do you get website clicks out of a featured snippet?

By offering more information.

Google shows 8 items in their featured snippets, by offering more than 8 points google puts a link to your page where people can learn more.

Micro Influencers Can Extend Your Social Media Reach

When it comes to social media marketing strategy it can be difficult to come up with a way to reach a new audience and drive high levels of engagement. Enter influencer marketing.

What is influencer marketing? Influencer marketing is the act of utilizing someone else’s sphere of influence to act as a brand ambassador to promote your products or services to their audience.

The key to successful influencer marketing it that the influencer’s audience you are utilizing lines up really well with your target demographic. It would be great to have Tony Robbins post a promotion for your new botox special because of his reach. However, that is not the right target market for aesthetics services.

His followers are engaged with him because of his self-help, entrepreneurial style things that he does. A botox special would fall on deaf ears and even goes as far as to confuse his audience.

However, finding a local influencer who followers align with your botox offer could garner thousands of new followers, inquiries and new visitors to your website.

Take the plastic surgery marketing example here. A local facial plastic surgeon was able to reach out and score Kim Zolciak Biermann (Real Housewives of Atlanta) to come in an receive Ultherapy treatment. My guess would be in exchange for a complementary treatment the share her honest experience with her follows.

The result? 18,425 likes and hundreds of comments on her page. I can guarantee you local women (target marketing) came in droves to the doctor’s Instagram page to learn more. It immediately gives street cred to the practice because “if it is good enough for Kim Zolciak it’s good enough for me”.

Being to integrate an influencer strategy into your healthcare marketing.

Content Marketing Fuels Organic Website Traffic

After a well-built medical website, the most important thing when it comes to ongoing SEO and website traffic generation is probably a content marketing program.

Many think content marketing equals blog posts. While long-form blog posts are a highly effective form of content marketing that is far from the only effective form of content a practice can create. In fact, there are 40+ forms of content and having a good mixture is the most effective.

Each form has its own benefits and levels of engagement so while you may want to choose video or blog posts as a main focal point of content production make sure to mix it up frequently to keep people engaged.

You may be thinking, “wouldn’t paid advertising drive more people to my website”? It seems like such a long and uphill battle to drive traffic by producing content.

A recent study by Kapost found that, per dollar, content marketing generated 3X more leads than PPC advertising.

Therefore, make the investment this year in a consistent and well-documented content marketing strategy.

The key here is to make sure you document your strategy so it becomes real life. In fact, only 32% of B2B content marketers have taken the time to sit down and actually document a strategy. Documentation has been proven to yield better results.

healthcare marketing trends content marketing atlanta
Image from NeilPatel.com

A properly structured and active blog on your website can generate 50% of more of your over organic site traffic on your website.

Check out this hyperbaric oxygen practice.

digital healthcare marketing trends content marketing

Their blog posts make up over 51% of their total organic website traffic.

This showcases the reason you need an active blog on your website.

Not convinced? Watch this video on how we more than doubled our site traffic updating old blog posts.

Social media is where your patients are active

Social media is now a given when it comes to digital healthcare marketing for a healthcare organization. Then why did I think it should make the list as a trend?

I think it has become not only a given but something that needs to be better utilized and made a more substantial focal point of healthcare marketing strategies.

While it is rare nowadays to find a practice without a Facebook page. We find it rare still to find a practice getting the most out of the platform and often end up feeling like it’s a waste of time and resources.

However, this is just because the proper content, time, and processes were not implemented to engage potential patients with the things they are looking for.

More than ever before patients are turning to social media to find recommendations to providers or do research prior to booking an appointment. With that said social media should be a gold mine to find new patients then. Right?

First, it starts with investing in the platforms that are the best fit for YOUR practice. You do not need to focus on everything. If you are going to be on the platform make sure it fits your target demographic and you can create the content that performs well for the social media platform.

healthcare marketing trends social media marketing

Secondly, using the tips above for content marketing create the best of the best, better than the rest content that your readers cannot help but digest.

Thirdly, distribute that content consistently across social media and utilize research to know when the best times to post to reach your audience are.

There are a few main tips when building a social media program you need to keep in mind:

  1. Be authentic.
  2. Bring people into your practice (i.e. show them what you do behind the scenes or in the OR)
  3. Leverage video as much as possible
  4. There are no shortcuts. It takes time, and it takes real engagement. You get out what you put in.
  5. Vary the messaging and follow the 80/20 rule. 80% focus on providing real health-related value. 20% focus on the “hard sell” or driving appointments or other actions
  6. Have fun and collaborate it is called “social” media for a reason

Claim and Unify Business Directories for Local Search

Doing a quick search result for “best internal medicine doctor in Atlanta” or “top orthopedic surgeons near me” is not going to return a set of local doctor’s offices. Instead, it will return a slew of listings and reviews websites.

Among them will more than likely be Google My Business, Healthgrades, Yelp, RateMDs.com, and more.

healthcare marketing trends business listings

What does this mean?

That you need to make sure you are claiming and unifying business listings for both your practice locations and your providers.

I see this healthcare marketing trend continuing to become the norm as Google looks to return review based listings as a top priority because it is how consumers want to make purchasing decisions.

The unique thing about the healthcare vertical is physicians can have Google My Business and listings as well.

provider google my business

Therefore you need to focus on both sets of listings.

Unified listing for doctors send ranking signals to your website and Google My Business which aid in increasing your localized search results.

Voice Search is Being Adopted By Patients

With the rapid growth of items like the iPhone’s Siri, Amazon Echo, Google Home and more the use of voice search is rapidly becoming one of the common search engine trends in healthcare marketing.

In a recent survey, 71% of the participants said they would prefer to utilize a voice assistant to search for something instead of typing in their search queries.

Voice search arrived years ago but has been mainly utilized on mobile devices. However, as in-home devices have exploded over the past 2 years it voice search has become a more integral part of how we interact with search engines.

This is especially true of the millennial generation and people under the age of 49 who say they utilize voice search 92% or more a few times a month.

Take into consideration that millennials now own the majority purchasing power in the US economy it is time to take notice that voice search has arrived.

voice search seo healthcare marketing graphic

According to ComScore, by 2020 nearly 50% of all searches will be voice search in nature. That is an insanely fast growth trajectory.

This means you need to start getting ready now for natural language style search SEO.

Voice search tends to be much more conversational.

For example, someone searching for Indian cuisine using text may search “Indian food near me” but someone using voice search will probably say “where is the best Indian restaurant near me?”.

The other thing you need to realize about voice search is the #1 search result is really all that matters currently.

So it is critical that you are optimizing your site pages to take the top spot because often times that is the only thing that will be feed back to you in a voice search query.

How do you handle SEO for Voice Search?

  1. Dive into long-tail keyword research and more important how Google defines search intent
  2. Write conversational style pieces that answer questions that your target patient would commonly ask when searching for a practice like yours

While I do not think it is time to go all in on optimizing for voice search, it does mean that as the shift occurs and adoption rates grow.

It becomes more and more important to rank in the #1 search spot.

Digital Advertising is More Targeted Than Ever

As data has become more available on Google Ads and Social Media Ads it has allowed healthcare marketers to become more hyperfocused in who they can advertise to.

From demographics to geofencing you can now hone in on the perfect patient type if your ads are done right.

Take for instance a client that we have in the women’s health and menopause care space.

facebook ads healthcare online marketing

We are leveraging social ads to drive new leads to the practice.

We have developed a menopause symptoms quiz and are taking their exact profile of females in a 15-20 mile radius around the practice.

The results have been amazing.

We have been able to drive in 200+ leads per month for under $2 a piece.

Because we know the audience is relevant and in a drivable distance from the practice. Powerful stuff.

Check out this article on Facebook Ads for Medical Practices.

Healthcare Marketing Trends Infographic

Healthcare Marketing Trends infographic

Digital Healthcare Marketing Trends Wrap Up

Digital healthcare marketing is an ever-evolving and changing industry and staying up on the latest trends is critical to developing effective strategies to grow your healthcare organization.

I hope you found these healthcare marketing trends insightful. Often times if you wait and react to a new trend it can be too little too late or you are left playing catch up to competitors.

Intrepy Healthcare Marketing offers a range of medical marketing services focused on growing medical practices and generate new, high revenue patients. Give us a call 678-250-4757 or fill out our contact form.

Top Orthopedic Marketing Strategies for 2021

Like any business, an orthopedic practice needs a steady stream of leads to survive in a competitive healthcare market.  Steady leads are not required to generate revenue, but effective orthopedic marketing and orthopedic advertising strategies must be executed to convert them seamlessly.

Orthopedic marketing relates to creating patient-focused marketing strategies specifically for orthopedic doctors and practices to help them attract new patients and retain existing patients. That generally involves digital marketing including website design, medical SEO and paid advertising.

If you’re here, then you’re wondering how you can drive more leads to your practice with precise orthopedic marketing techniques. If so, then you’ve come to the right place.

This complete guide to marketing an orthopedic practice will put you on the right track to improve the performance of your practice and usher in a new wave of profitability.

Get Your Orthopedic Surgeons on Video

Video marketing has become extremely popular in recent years. Rightfully so, it’s an extraordinary way to reach unique audiences, build credibility, and naturally refine leads.

One of our top tips for marketing an orthopedic surgeon is getting them to focus on creating educational videos.

Just take a look at these lucrative video marketing statistics for businesses.

As you can see, there are numerous terrific benefits to video marketing and you can leverage the activity to convert more leads for your orthopedic practice.

In the field of healthcare, it can be difficult for people to trust physicians. After all, there is a rigid degree of trust that must be maintained before someone entrusts a doctor with their health.

By getting your orthopedic surgeons on video, you can help build trust in your orthopedic practice.

Videos that introduce your providers, provide important information to prospective patients, and answer frequently asked questions, can lead to increased brand trust.

Having prospects see the human side of your providers can make your practice more likely to retain quality leads.

Do not forget that Youtube is owned by Google and is the second largest search engine.

That can yield big benefits in search visibility if you follow the right process for Youtube SEO when uploading your videos.

Check out these simple tips to get the most reach out of each video.

If you are struggling to get started with topics just write down common questions that patients ask you week in and week out.

That will help you come up with dozens of content topics that you know patients are looking for the answers to.

Use Automated Appointment Reminders to Decrease No Shows

Every year, millions of people miss their doctor appointments. There are several reasons why this is, but the fact of the matter is that your practice literally can’t afford to bleed through new business.

To decrease no shows for your orthopedic practice, simply use automated appointment reminders. This orthopedic marketing hack, allows you to remind your patients about their scheduled appointment times – because let’s be honest – people naturally forget about things.

Although appointments are important from a health perspective, people may forget they have one, leading to potential health risks. Also, automated appointment reminders are instrumental from a sales standpoint.

If you notice that a person keeps missing appointments, you can follow-up with them to formulate a solution for their problem. Whatever the case is, automated appointment reminders can help you steer your patients to your practice on time and refine them accordingly.

Generate New Reviews for Locations & Providers

Online reviews can make or break your practice.

Don’t just take our word for it.

According to BrightLocal’s Local Consumer Review Survey, the following insights are true:

  • 86% of people read reviews of local businesses.
  • 80% of patients read reviews before booking appointments with practices
  • People typically read an average of 10 reviews before they feel ready to trust a local business.
  • 57% of people will never work with a local business that has less than 4 stars on Google, Facebook, or Yelp.
  • 91% of 18-34-year-olds trust online reviews as much as word-of-mouth recommendations.

As you can see, generating reviews for your locations and providers is extremely important to your status as a credible practice. The most effective way of generating new reviews for your orthopedic practice can be by simply asking your patients and their families to leave honest reviews on Google, Facebook, or Yelp.

The more reviews you receive, the more prospective patients will be able to trust you.

orthopedic seo reviews

We always recommend leveraging a review generation software to make adoption and adding into your existing workflows that much easier.

Check out our HIPAA compliant physician reputation management solution that to grow patient reviews.

Orthopedic Advertising with Google Ads

You’ve likely seen a Google ad conducting a personal search for a product or just by browsing some information. Make no mistake – Google ads are pivotal to orthopedic advertising. Therefore, if you don’t have a Google ad campaign for your practice, then it’s time to develop one.

Setting up a Google Ads campaign can help drive targeted keyword search engine traffic to your website. With the correct research and landing page optimization, it is possible to drive highly-qualified surgical and non-surgical leads to the practice.

orthopedic surgeon advertising

The advantage of Google Ads over social media ads can be the fact that the searcher already has a highly level of purchase intent because they are already on the search to some level for the solution that you provide.

You just need to ensure that you are striking the balance on your landing pages between a simple focus on conversion and proving enough content value to convert them.

Leverage On-Page SEO to Increase Organic Traffic

On-page search engine optimization (SEO) is the process of making your website ready to rank online. Here are the following areas of on-page SEO that mean the most to your web ranking:

  • Metadata – Including keywords in your URL, title tags, and meta description can help your website show up for relevant searches.
  • Images – Are your images correctly optimized? This can affect your site speed, which is a major factor in how long people will stay on your site and how search engines will rank it.
  • Keywords – Keywords are search terms people use to find information. Embedding keywords properly throughout your website will improve your overall SEO ranking.
  • Value – Do you have an FAQ section to answer your prospects’ questions? Is your site structured well from your navigation bar to your footer? The value of your website will be determined by search engines and play a large role in your web ranking.

The best way to gauge the viability of your medical search engine optimization performance is by performing a practice assessment of your website. An audit will provide you with diagnostic insights on the issues that exist on your website and how you can improve it.

Check out this video for more tips on SEO strategies for your website’s pages.

Promote the Orthopedic Practice Via Guest Posts & Podcasts

Another amazing orthopedic marketing strategy is leveraging content marketing. It is a proven method of establishing your business as an authority and growing organic search traffic.

This is also true for healthcare organizations. If you want to spread your expertise online, publishing a guest post or column on an authoritative website is a great way to start.

Prospects will be more comfortable to business with you if you have published thought articles on popular websites like WebMD and Science Daily.

Receiving a feature on a popular medical podcast is also an effective way of reaching a broad audience. 32% of the population in the U.S. listen to a podcast every month. It’s also a creative way of building your brand online.

Another major benefit to guest posting and podcasting is you gain a high-quality backlink out of it.

Google_Ranking_Factors_ orthopedic seo

Backlinks are if not the #1, the #2 search ranking factor for Google’s algorithm.

So they are critical to grow.

We even wrote an in-depth article on why doctors should start a podcast and how to do it that is worth checking out.

Unify & Manage Practice & Provider Listings

Your doctor listing is how your prospects will interact with your practice. Your listing contains important information that has to be 100% accurate. Otherwise, you could miss out on wide-open sales opportunities.

marketing for orthopedic surgeons seo

Often, when marketing orthopedic practices they make the mistake of having multiple listings that contain the same information. This can confuse prospects. Therefore, unify duplicate listings if any exist.

More importantly, you’ll need to manage your provider listings to ensure that your information is always correct.

Start with the most important provider listings sites like Healthgrades, Vitals, CareDash and RateMD.

This will help in ranking for searches like “knee replacement specialist near me” that are valuable keywords to rank #1 in local search.

Also, 89% of consumers read businesses’ responses to reviews. Keeping your listings accurate and properly managed can lead to fewer headaches and more success with drawing prospects from your online presence.

Learn more about our physician listings management process.

Leverage Geofencing for Orthopedic Advertising

You may think geofencing ads are something out of a sci-fi book. However, the concept is quite simple. Geofencing in orthopedic advertising is the process of using a virtual boundary around a specific region to deploy targeted ads inside of that geographical area.

Let’s explain that even further. With geofencing ads, you can send customized ads to prospects based on a predetermined area they enter. For example, if you’re an orthopedic doctor in Atlanta, you could choose to geofence CrossFit gyms or trampoline facilities because unfortunately people get injured in these places often.

Geofencing ads give users the ability to send laser targeted ads with high success rates.

This is a highly effective orthopedic surgeon advertising technique.

We have seen it used in great effect for the client mentioned above that has orthopedic urgent care locations by targeting sports fields, trampoline and play facilities, and more.

Invest in an Analytics Dashboard

Marketing is a numbers game. You won’t win if you make premature judgments about your strategy without the numbers to back it up.

Investing in an analytics dashboard will put all of the important metrics of your website right in front of you.

This way, it’s much easier to track the ROI of your orthopedic marketing campaigns and get more money from your marketing spend.

And you do not have your analytics spread across multiple websites like Google Analytics, Google My Business, lead forms, and more.

medical marketing strategies analytics dashboards

That is why we make it a point to ensure all of our clients have access to our marketing analytics dashboards so they can quickly make executive-level decisions about their orthopedic marketing program.

Wrapping up Orthopedic Marketing Strategies

There are several you can implement for orthopedic digital marketing, as evidenced above. To put a proven orthopedic marketing agency in your corner, connect to learn more about how we can help and check out our orthopedic case studies.

How to Get New Patient Leads using Facebook Ads for Medical Practices

Facebook ads for medical practices can be an amazing way to reach targeted local patients for medical and dental practices.

All too often, however, we see practices making costly and expensive mistakes that can render ads ineffective or high cost per conversions.

I wanted to pull together practitioners and healthcare marketing experts that are having success leveraging Facebook ads to give their thoughts on what you should be doing or avoiding to increase the success of the platform.

Leverage your practice’s Facebook presence by utilizing these tips from some of the industry’s top marketing and medical professionals to bring new patients to your doors.

1. Promote High Volume Content

Chris Williams, Founder & Digital Marketing Strategist, Clock In Marketing
What I’ve seen work and what I often encourage other medical practices to do is to promote high volume content from their site. This usually includes FAQ on common injuries. For example, at the beginning of the summer months, we share posts on running outdoors, wearing flip flops, and proper stretching before working out. We boost the post and run ads around this content to reach the active group of people in the area. Physicians are affiliated with these articles and in a way ,get an immediate referral when someone comes across the article.

2. Utilize Facebook Lead Ads & Video Ads

Supratim Dam, International Marketing Manager, CallPage
One of the most under-utilized formats for advertising within the healthcare industry is Facebook Lead Ads. FLA makes the lead generation process easy and drives qualified high-intent leads for medical or dental clinics. When prospects see the ad, they tap, and a form pops up – already populated with their Facebook contact information. You can then redirect the prospect to a specific landing page or offer page. And to boost your lead ads, a tool like CallPage can drive even higher conversion. As soon as your prospect fills out the form, CallPage puts the lead and you on the phone in less than 28 seconds. So you can talk to your customers and close more deals. Facebook lead ads run both on Facebook and Instagram.

Another strategy is to use video ads – testimonials from your clients or references. They don’t have to highly produced – even basic content showing the social proof and trustworthiness of your establishment can boost conversions. Video Ads offer one of the cheapest CPCs and is an excellent source to reach newer patients.

Medical or dental organizations are all about providing value; either in their service, facilities or price, and these should reflect within their ads, also reaching out to prospective patients quicker than your competitor significantly lowers your lead response time and helps close deals faster.

3. Focus on Social Remarketing

Zack Bowlby, CEO, ROI Amplified
The biggest tip I’d give to focus on social remarketing. No one currently goes to Facebook or Instagram to find service providers. Focus on using social media for engagement and keeping your practice top of mind! If you’re going to spend money on digital advertising, I’d recommend Google Ads; the consumers still go to Google to find service providers.

4. Don’t Forget to Segment

Mike Shaw, Internet Marketing Team Lead, Tower Marketing
The healthcare industry is very competitive. More healthcare companies are pouring money into online ads, especially on Facebook. The problem is that in an over-crowded marketspace where larger companies can throw a lot of money at ads it can be difficult for legitimate marketers to stand out.
My #1 tip for overcoming this issue is to segment. This often overlooked, yet highly important tactic is helpful in distinguishing the right audience types and reducing your cost-per-click ratios.

Segmenting can be tedious, especially when first starting a Facebook ad campaign. There are many various combinations of segmentation that can take a while to determine. Segmenting by user types, locations, age groups, mobile devices, etc. will allow marketers a lot more control in how your budget is spent. Knowing what segments are costly allows you to take that budget a re-allocate it to more profitable segments that have a positive return on ad spend (ROAS).

Segmenting is a cost-effective and smart tactic to help focus on what areas of your ads are worth pursuing.

5. Maximize Engagement With an Offer

Ashley Dwyer, Owner, Marketer, Licensed Massage Therapist, Fire & Ice Therapeutic Massage
Get a Free consultation offer as a Facebook ad not only gets you an email and phone number lead, which you can add to your email list, but it helps determine a client’s interest from which you can further evaluate a need for services. Free webinars and eBooks don’t work for us for the most part. They end up in spam or social in their inbox and are never given further thought.

6. Do Your Research

Megan Meade, Marketing Specialist, EHR in Practice
It’s important to tailor your ads to your audience, meaning marketers should spend some time researching their targeted keywords versus the actual queries which users have searched for when encountering your ads. These should then be compared against those who actually made a meaningful interaction with your site. Facebook ads should then target those who have made relevant interactions on site by focusing on previous visitors; you’ll be more likely to find audience members who have engaged with the brand, have an active interest, and are more likely to convert.

7. Offer Practical Advice

Dr. Maelisa Hall, Tech and Marketing Consultant for Mental Health Professionals, My Digital Maven
One way to leverage Facebook ads is to use the ads to link to your best blog posts. Rather than linking to a general webpage, or even an email opt-in, you can use that opportunity to connect with your potential audience and offer some practical advice they can implement easily that day. This starts the beginning of a relationship with you and builds trust, which many people need before scheduling with a healthcare provider. And when you provide a tip they can easily implement, they are more likely to tell their friends about it and share your article online, therefore leveraging your ad further.

8. Segment Based on User Behavior

Patrick Leonard, Owner, Brighter Digital
Generalization is often the enemy of a good Facebook Ads campaign. We use Facebook for retargeting website visitors but instead of showing the same ad to every user – we segment based on the user behavior. If your customer was looking at teeth whitening content, you’re more likely to get them back with an offer specifically for teeth whitening. It’s not rocket science, just a little extra effort. That work pays off though especially when your competitors aren’t willing to do the same. They can easily implement, they are more likely to tell their friends about it and share your article online, therefore leveraging your ad further.

9. Boost Content

Dr. Jesse P. Houghton, Senior Medical Director of Gastroenterology, SOMC Gastroenterology Associates
I have been successful in writing short pieces on Gastrointestinal conditions aimed at the general population. I then use Facebook to ‘boost’ my post within the surrounding 50 mile radius of where I practice. I receive a lot of feedback and generate a lot of interest in prospective patients.

10. Be Specific with Facebook Ads

Audrey Strasenburgh, SEO Strategist, FreeLogoServices
Running Facebook Ads for dental or medical organizations is VERY challenging. Facebook is incredibly strict in what types of ads they will allow. Anything with too much text they will refuse. Anything that has to do with improving your appearance they will refuse. Which leaves cosmetic surgeons, aestheticians and cosmetic dentists with little wiggle room. You will often see generic Facebook Ads that are simply to promote a brand, but nothing that delves deeper into a specific service or product.

While working with a cosmetic dentist in Chicago, she was always very proud of how far her patients had come to improve their smile. We wanted to highlight that in a Facebook Ad to show others what they could achieve for their smile goals.

We ran an ad that displayed one of her patients smiling after her last cosmetic dental appointment. She had just completed her Invisalign treatment. We used a caption along the lines of ‘Your smile is worth it. You are worth it.’ And the response was overwhelming! We had dozens of on-site conversions throughout the time we ran the ad.

11. Add Facebook Ad Leads to Email Automation Sequence

Justin Knott, Owner, Intrepy Healthcare Marketing

Last but not least I couldn’t have you read an article without giving my our insights on the topic at hand!

One of the biggest things I see practices miss the mark on is not putting leads into an email automation sequence after you have gotten their email information.

A quote I tell my clients is “You paid for them, nurture them!”

Even in a perfect world say you bring in 100 leads from a Facebook ad campaign. You might only have 20-30 actually set an appointment. That still leaves 70-80 of those leads that were not ready to make a purchase decision; however, that does not mean they won’t ultimately come through the door!

They just may need to get to know you better, learn more about the practice, etc. Do not leave those leads hanging. Get them into a 5-7 touchpoint automation sequence via email.

The biggest thing to note with these sequences is try and provide the MOST VALUE POSSIBLE at every touchpoint. It will help establish a know, like, trust relationship and ultimately get them to walk through your doors.

Wrapping Up – Facebook Ads Tips for Medical Practices

Facebook Ads are something every medical practice should look at as a great way to convert and drive new patients to the practice.

Keep in mind the tips above and we oftentimes recommend outsourcing to an agency that specializes in Facebook Ads so you do not waste your hard earned marketing dollars on ineffective ads.