Category: Medical Marketing

Medical Remarketing: What Is It and Why Should You Look into It?

90% of medical marketing consists of trying to convert as many patients as possible. To achieve this, most medical businesses forget about the remaining 10% of it, which consists of medical marketing tactics designed to keep their existing patients engaged and bring back the remaining ones. This is medical remarketing in a nutshell.

Google’s medical remarketing ads are the best way to tackle medical marketing if you are a medical business just testing its waters. Medical remarketing, otherwise called medical retargeting, can drastically expand your patient conversion rates and ROI. Remarketing catches the slipping margin of potential patient leads that were not convinced enough and keeps the existing ones converted.

Since you are focusing on existing patients or ex-patients, it’s classified as “re-marketing”. Marketing experts consider it an ideal platform to re-convert, re-use content or hold existing patients with online advertising campaigns. While remarketing can be done via Facebook or Outbrain, Google Ads remains the best choice.

What Is Google’s Medical Remarketing?

Google’s version of medical remarketing allows medical businesses to advertise to patients who have previously visited their medical site, used their services, or are in their customer relationship marketing (CRM) databases. It works by showing these patients relevant medical ads when they visit other medical sites or search anything on Google. Medical businesses can remarket on Google via:

  • Remarketing Lists for Search Advertisements (RLSA): RLSA empowers medical businesses to focus ex-patients on Google’s Search Network. They can target and tweak medical ads for these past patients while they search on Google.
  • Standard Remarketing: This version of Google’s remarketing permits medical businesses to show medical ads to their past patients as they visit different sites and applications on Google’s Display Network.
  • Video Remarketing: A step-up from normal content, medical businesses can display remarketing ads on YouTube to patients who have watched or subscribed to their YouTube channel.
  • Mobile-Optimized Remarketing: For mobile use, Google Ads will allow medical businesses to advertise to their patients when they are on other mobile apps or sites.
  • Email Remarketing – Medical businesses can transfer their patient’s emails to Google Ads to advertise to them if they use Google Search or Gmail.

How Does Medical Remarketing Work?

Whenever a patient visits your medical site, they show an interest in your medical services and content. It is, however, likely that they liked your site and services but for some reason, your lead generation strategy wasn’t strong enough and they left, or a group of patients left your medical services after being a customer.

This is where remarketing helps them to remember what they need and why was your medical business worth visiting in the first place. Medical remarketing brings back the patients that seeped out your marketing funnel and converts back to being existing patients.

Customizable Marketing Objectives

Often, marketing channels are rigid when it comes to their goals and potential. They can only follow the objective they are designed to do. Remarketing, however, is a selectively permeable marketing channel. In layman’s terms, it can be shaped into whatever your marketing objectives are.

Whether you want to bring back your ex-patients, convert the ones that almost became your patients, or market to the ones that already exist but haven’t used your medical services in a while, with remarketing, it’s all customizable.

Cost-effective Marketing

Marketing isn’t cheap, and when you want off-the-charts results, you really have to invest. Remarketing, however, covers it all up. While it certainly isn’t free, it is quite cost-effective when compared to other general marketing channels. Remarketing’s average cost-per-click is between $0.25-$0.60, while a PPC campaign’s cost-per-click generally falls between $3-$4.

Granted Outcomes

A study done in 2020 found out that 6.5% of patients come back to a medical business after a successful remarketing campaign. Remarketing has an exposure rate of 75%, meaning out of 100, 75 of your remarked patients are going to view your medical ads. Aside from this, medical remarketing ads have a 0.7% clickability rate and a 70% chance of converting more patients.

How To Set-up Your Own Medical Remarketing Campaign?

Remarketing is made the easiest via Google. However, it does require a campaign setup and some registration. Here are the steps, simplified:

Registration

To remarket on Google, your medical business needs to register for a Google Ads account. Google AdWords is also another platform for remarketing, however, the options and settings vary. Google will designate your medical business with a tag or a symbol that can be displayed on all of your medical site’s pages. Once it is displayed on your pages, it will start to gather your patients’ meta information.

Campaign Setup

Once the information is gathered on Google’s database, you can start putting together your remarketing campaign. To do that, you have to first set up the campaign’s target for patients. You can guide your Google remarketing tag to gather information about remarketing patient crowds, such as an email list or the services they have been the most interested in. You also need to select the type of ad and remarketing you wish for your campaign to run.

Ad Creation

You can reuse your old content for your ads or you can use Google’s Ad inventory for free. You can create textual, visual, or audio ads from its gallery. Once they are done and are fulfilling the remarketing objective, you can add them to your campaign and start things off.

Brushing Up

Before you activate your remarketing campaign, you should recheck if your remarketing objectives line up with your campaign. Check the remarketed patient list, their information, or even the ads. Once everything is double-checked, your Google medical remarketing campaign is ready to go live.

Google Remarketing: An Amiable Channel For Medical Marketing

Even marketing experts fail to pinpoint the reason why some medical sites fail to convert as many patients as their goal. Maybe it can be the site’s design, maybe it can be medical content or maybe it can be a marketing platform that they chose to not utilize.

To avoid this destructive chain of “maybe-s”, employing medical remarketing is an incredible method to hit all the major checkmarks of medical marketing. Not only does it keep your already existing patients engaged but brings back the ones that were beginning to lose interest in your medical marketing services.

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The Guide To Creating A Perfect Medical Marketing Game Plan

Your medical business depends on a couple of things that keep it running and flourishing. One of them is your marketing game plan. A business cannot survive or even take its second breath without a sound game plan marketing to keep it up.

Because of your marketing game plan, patients can find out about your medical business, you create your online standing with it and you earn from it. Building a strong game plan marketing depends on strategic thinking, knowing your business objectives, and tons of research. 

If you are a doctor who is starting their own medical business or already owns it but cannot seem to determine why it is failing, learning about a medical marketing plan, its creation and thought process may aid you in creating one for your medical business or rectify the problems in your existing one.

What Is A Medical Marketing Game Plan?

A marketing game plan is a part of your business strategy that follows your general course of action for how you’ll gain patients, draw in new leads, gain an online presence and develop your medical business. Your marketing plan will rely upon what you need your medical business to achieve.

Why Is A Medical Marketing Plan Important For Your Business?

If you want your medical business to become more just a name or an idea on paper, you need a marketing game plan. A marketing plan or strategy is one of the crucial aspects that your medical business cannot survive without. The essential idea of creating a game plan is intended to create a business with a lot higher ROI than what your first invested.

Besides, how can your medical business ever flourish if you don’t know your business objectives, determine your KPIs, decide on a budget or even assess your targeted patient group? Creating a marketing game plan covers all those essential aspects.

How To Create A Medical Marketing Game Plan?

Creating a medical marketing game plan is all about knowing where you want your medical business to go. You need to determine your start point and what line do you want your medical business to follow.

Setting Objectives Straight Away

The first and foremost step you need to follow to create your medical marketing game plan is setting your business objectives to avoid any future confusion or lack of direction. What are your initial expectations? Where do you see your medical business in the future? What do you hope to achieve? What are your target priorities?

 These are all questions you need to ask yourself to help determine your business objectives. Doing so helps create a clear game plan to be followed. Come back to them every six months or so to re-evaluate them once your medical business starts to develop and your objectives change. 

Creating A Target Market

It is important to determine your target market since it helps you focus all your marketing endeavors on them with concentration. Researching creating your target market identities what type of patients you want your marketing strategies focused on.

For instance, a pediatrician in Manhattan focusing on newborn care will know its target patient crowd resides in or near Manhattan, so he\she can especially promote their medical business to patients in or near Manhattan who only look for a pediatrician that specializes in newborn care. This helps add strength to your marketing strategies and make them convincing.

Determining On KPIs

Similar to setting business objectives, determining your KPIs (Key Performance Indicator) is another essential step in creating a medical marketing game plan. Determining your KPIs will help you measure and track the presence of your marketing strategies. Knowing what aspects of your marketing plan will work for you is a great way to ensuring that they are used in such a way that utilizes all their potential worth.

Tracking Competitive Businesses

You want your medical business to succeed but you also want to stay ahead of your rival medical business. The best way to do that? Always keep an eye on them. This also applies when you are creating a medical marketing game plan. Your competitive business is almost always in a position similar to yours so watching them can help you learn helpful tips too.

Track what marketing tactics are working out for them, and if, when tailored will work out for your medical business too?  Knowing how they market themselves will help you discover golden promoting eggs to make your medical business shine as well.

Making A Timeline

Your medical marketing game plan is pointless without a timeline. You must always incorporate key dates for important projects and goals. For instance, you opened your medical business at the start of the year, and to develop it further, you plan to introduce Telehealth services after 6-7 months or so. Doing so can assist you to achieve important business objectives and stay focused and sharp.

Finalizing A Budget Plan

You can get carried away with choosing your marketing objectives and practices but those won’t work out for you if they don’t fit your marketing budget. Finalizing a budget plan and basing your marketing for medical practices on it is the smartest way to stay focused on your business objectives. Decide on a few cheap but effective marketing practices and as medical business advances, you can expand your budget and objectives respectively.

Keeping Up A Success Analysis

This an additional step that determines the success of your marketing game plan. Track your marketing success with Google Analytics, assess your earnings against the real ROI, test your marketing practices throughout a 30-to 60-day time frame, and assess the outcomes. This will help you keep your game plan updated and performing to the best of its potential.

A Medical Spa Marketing Game Plan Is Your Business’s Backbone

A medical marketing plan ideas breathes life into your medical business. Without it, it cannot survive. Creating a marketing game plan is crucial if you want your medical business to reach what you dreamed of it reaching.

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