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.
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.
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:
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.
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.
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.
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.