PPC for Hospitals

Like all marketing, PPC is a medium for reaching individuals with interest in the services your hospital provides and communicating your value proposition. The ways you PPC can benefit your organization are limited only by your creative application.

For instance, you’re about to make a public service announcement that will affect the community. You anticipate questions surrounding the announcement and coordinate PPC campaigns addressing those questions.

Another example, you’re trying to attract more generalists, specialists, and clinicians to work at your facility. You create campaigns highlighting the benefits of your hospital, your culture, vision, and values, and those unique to your locale and target those who may be actively searching for opportunities.

PPC can support all of your other communications initiatives. From donor outreach, to creating awareness around services you provide. PPC reinforces your mission, protects your reputation, positions and differentiates you as a community healthcare resource.

If new patient enlistment and lead generation are goals, no other ad media delivers the speed and intake volume PPC generates.

Traditional advertising attempts to interrupt thought patterns and bring attention to advertiser’s messaging. PPC is different because users are actively searching for information they’re interested in. According to WordStream the top three paid ads receive 40% of all clicks. Buying your way to top search results gives you an excellent probability of entering into prospect’s awareness by presenting them with relevant ads and content.

One of the great things about PPC is speed. Unlike SEO which takes anywhere from six months to two years. PPC can produce results the moment your ads go live. That’s why it’s great for timely initiatives. PPC is also a great way to test keywords and content you can optimize for later with your SEO efforts.

Hospital PPC advertisers often consider different success metrics than advertisers whose primary goal is sales and revenue. Metrics useful to hospitals are patient engagement, marketing influenced patients, marketing originated patients, marketing percentage of patient acquisition costs. Other metrics include specific goal conversions.

PPC can produce immediate results but PPC platforms (Google/Bing) go through a learning phase. During this time, they collect data which machine learning algorithms use to automatically optimize your campaigns. So, while you may get immediate results, you’ll get better, more optimized results by month three.

Agencies typically offer tiered flat-rate pricing equivalent to 10%-20% of ad spend. Our agency charges a minimum of $3750/month for spends up to $25k/month or 15%. Ad budgets over $25k benefit from our tiered pricing. The higher your spend, the lower percentage we charge. We also offer performance based pricing which ties our success to yours.Contact us to learn more

Look for a healthcare focused marketing agency. Healthcare marketing is specialized. Google, Bing, Facebook have healthcare specific advertiser guidelines. Additionally, healthcare advertisers must comply with the Truth In Healthcare Marketing Act, HIPAA, Stark Law and other state and federal regulations. Agencies without specialized healthcare marketing knowledge could expose you to fines and civil litigation.

Something else to consider. How the agency works with outside vendors and your in-house team. PPC has a lot of components that need coordinating. Agencies willing to work with your existing resources ensures timely campaign execution.

If you lack additional resources to produce all the components needed to execute campaigns according to your marketing calendar, consider working with a full service agency like DAP. We can handle all of your digital marketing needs from strategy and execution, to analysis and optimization.