Healthcare Marketing Campaign Best Practices
Determine the Right Keyword Combinations. Look back and see what keywords were the most successful for you on similar branding or geo-focused campaigns in the past. Then, use those for your current healthcare digital advertising initiative.
Include Ad Extensions. Add a click-to-call extension or other ad extensions to your advertising to automatically improve your ad value, add urgency to your message, and encourage prospects to act at the same moment they see an ad. This is one easy way to get high-value prospects to reach out when they’re curious and most likely to make contact.
When we added a click-to-call extension to our client’s digital advertising, interested prospects could connect with the hospital’s call center directly and quickly learn more about how to set up an appointment. We also included a site link extension on their digital ads that directed prospects to a customized mobile-friendly webpage where they could fill out a form on the go to receive more info.
Use a Whitelist. Target only the top-performing sites for your brand. For every campaign you run, continually refine this list to make it more and more effective over time.
Make Private Marketplace Buys (PMPs). Connect with premium preferred publishers so your display advertising can appear on well-known sites – WebMD, Healthline or AARP and the like – that resonate the most with your audience.