Many Great Benefits of PPC for Expanding Physician Practices
Statista predicts that by 2023, the healthcare industry will spend $18 billion on digital advertising. As more people look to the web for access to healthcare resources, this spending will likely continue to grow. For physicians, this means adapting their marketing strategies to stay competitive. One highly effective approach is pay-per-click (PPC) advertising.
With PPC for doctors, medical practitioners can expand their reach and attract more patients. This guide discusses why PPC revolutionizes healthcare marketing and the benefits it brings to medical practices:
- Instant exposure
- Increasing reach and visibility
- Targeting the right audience
- Controlling advertising costs
- Measurable results
- Retargeting capabilities
- Enhancing visibility in local communities
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Why PPC Revolutionizes Healthcare Marketing
PPC presents an influential digital marketing strategy for medical practitioners today. It operates on a simple principle: advertisers pay a fee each time someone clicks on their advertisement. For physicians, these clicks represent potential patients seeking their services, paving the way for business growth.
Renowned platforms such as Google Ads and Bing Ads offer PPC advertising, often driving significant website traffic. A study by Google found that businesses make an average of $2 in revenue for every $1 they spend on Google Ads.
However, PPC is not just about clicks; it also builds brand recognition. Even if someone does not click the ad, they see the physician's practice in their search results, boosting brand visibility.
In healthcare, PPC helps physicians attract more patients and effectively compete in a thriving market. Hence, PPC is truly revolutionary for expanding physician practices.
Bringing Instant Exposure
Organic SEO requires considerable time to yield results. Not PPC. In contrast, PPC campaigns can deliver immediate visibility.
For instance, consider dermatologists launching a new skin rejuvenation service. If they use PPC, their advertisement could appear at the top of search engine results, immediately attracting potential patients interested in skin rejuvenation treatments.
With an injection of exposure, a dermatologist's website can see quicker conversions, filling appointment slots faster.
Increasing Reach and Visibility
PPC allows medical practitioners to reach a wider audience, increasing their visibility exponentially. An orthopedic clinic, for instance, can target a PPC campaign to reach individuals researching joint pain solutions in their geographic area.
In this way, PPC campaigns can specifically reach people seeking these services, thus increasing the likelihood of attracting prospective patients who require the clinic's expertise.
Additionally, PPC facilitates granular demographic targeting that goes beyond just geography. Physicians can target their advertisements to patients of a specific age, gender, or socioeconomic status. For example, a pediatrician could target young parents, while a geriatric specialist might focus their campaign on older adults.
Targeting the Right Audience
One of the most powerful features of PPC is its advanced targeting capabilities. A dental clinic can use PPC to display advertisements to users who have searched for specific terms such as "root canal treatment" or "teeth whitening."
By setting these terms as keywords in the PPC campaign, the clinic can ensure its ads reach individuals actively seeking these services, thus gaining more relevant leads. With their ads reaching the right audience, their marketing efforts receive an efficiency and effectiveness boost.
Controlling Advertising Costs
PPC gives medical practitioners granular control over their advertising expenditures. Let us consider a physical therapy center launching a PPC campaign to promote its state-of-the-art facilities. This center can set an exact daily or monthly budget to prevent overspending.
However, if the campaign drives significant patient inquiries, the center can increase the budget to maximize results. Conversely, they can fine-tune the campaign parameters if the ads are underperforming or the cost-per-click is too high. They might also pause it altogether to prevent ineffective spending.
This way, PPC lets physicians manage their budgets in real time. This provides them with the flexibility to suit different financial scenarios.
Providing Measurable Results
PPC advertising excels in the realm of performance metrics. For example, a cardiology clinic can monitor its PPC campaign's detailed performance in several ways.
They can track key indicators such as:
- Impressions (number of times an ad was viewed),
- Clicks (number of times an ad was clicked),
- Conversions (actions taken, such as filling out a form or scheduling an appointment).
Doing some simple arithmetic with these basic indicators yields various useful stats, for example:
- Click-through rate (ratio of clicks to impressions),
- Cost per click, and
- Cost per conversion.
In addition, they can follow the users' journey from the click to the action taken on the website. Evaluating these metrics enables physicians to understand what is working and what is not. It allows them to adjust their campaigns for enhanced patient outreach and a better return on ad spend.
Enabling Retargeting Capabilities
PPC advertising also provides a feature known as retargeting or remarketing. Imagine a fertility clinic that uses retargeting in its PPC strategy.
This clinic can set up ads targeting individuals, such as those who have previously visited its website. It can also target users who engaged with a specific service page, such as pages on IVF or surrogacy, but did not make an appointment.
These targeted ads can appear to these individuals while they browse other websites, subtly reminding them of the clinic and the services they are interested in. This is a powerful way to recapture the attention of potential patients, nudging them toward scheduling a consultation.
Enhancing Visibility in Local Communities
PPC advertising is a potent tool for healthcare providers serving distinct geographical regions. With geo-targeting based on specific zip codes or entire cities or metropolitan areas, PPC can increase a healthcare provider’s local visibility by ensuring its ads only reach people in specific geographic areas.
Consider a family practice clinic located in San Diego. It can configure a PPC campaign to present ads exclusively to San Diego users. Doing so eliminates wasted clicks from users beyond its service region. This strategy focuses on elevating the clinic's visibility among locals, attracting more neighborhood patients, and fostering stronger ties within their community.
Considering the benefits discussed above, PPC for doctors is an invaluable tool in today's digital world. With a strong PPC campaign, physician practices hoping to expand can compete much more easily.
If you seek to tap into PPC's transformative power, contact Digital Authority Partners (DAP) today. Our expert team can devise a tailored PPC strategy that perfectly aligns with your growth goals and specifically caters to the unique needs of your practice.
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