Targeting the Right Audience – Social Media platforms allow for advanced targeting options including “interest targeting” ensure the right audience will see your display ad/or text ad.
• Geo-fencing - Allows marketers to target users on their mobile phones within a 5-10 mile radius of a specific location, and can be used competitively. For example, a hospital could serve ads to people who are waiting at a nearby facility.
• Marketing Automation - Certain marketing tactics, like email appointment reminders and follow up care instructions, are repetitive and can actually see higher levels of engagement if automated.
• Remarketing - Remarketing advertisements can be a great tool to re-engage users who visited a site and dropped off. This digital tactic allows marketers to reach this audience by showing display or social media ads about their practice while they’re on other sites. In fact, remarketing can be a great way to lower the cost-per-acquisition (CPA) of campaigns.
• Track and measure ROI - In order to create successful digital marketing campaigns, marketers need to know what worked and what didn’t in past campaigns, including which content users find engaging and how many people actually become patients. To get this insight, marketers must set goals prior to launching a campaign, as well as track and measure success and ROI after it has run its course. This practice is necessary to successfully engage consumers in a competitive market. Basic Google Analytics is free and will help you understand many metrics about your website including traffic, new and return visitors, source and engagement time.
• SEM (Search Engine Marketing) – Advertise on Google to reach potential patients. Every day, people search Google to find a medical practice in their area. Use Google advertising to increase the chances that these people will find your website at the top of the search engine results page.
• SEO - Search engine optimization for doctors is a methodology of strategies, techniques and tactics used to increase the amount of visitors to your practice website by obtaining a high-ranking placement in the search results page of a search engine. SEO, is the process of affecting the visibility of a website in "organic" results within major search engines. It is incredibly important to have targeted the correct terms and to have used them throughout your website in a way that search engine algorithms find acceptable and useful. Intuitively, it may seem as though simply using words such as doctor, medical practice, and the location would be sufficient. In smaller communities, this may be adequate but in larger urban areas the number of doctors can mean that generic keywords such as these would not help the website rank on the first page of results.
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