Pay-Per-Click (PPC) Advertising: PPC marketing is an internet advertising model used to drive more traffic to websites. Advertisers typically pay the publishers (Google, Yahoo, MSN, Bing, Facebook, LinkedIn, etc…) when their ad has been clicked by a web user (Cost-Per-Click or CPC). Typically, advertisers will bid on specific keywords or phrases that are relevant to their target market, with a combination of the highest bidders and the most relevant advertisers garnering the top spots in paid search results. Paid advertisements are typically seen as the first three spots of a search result (usually having a beige/gold background) as well as along the right hand column of a search result page. PPC campaigns will have a strong enough ROI as long as you have a high enough procedural value on the specialty you are promoting.
Benefits: There are a few major advantages to PPC marketing programs. First, with PPC, you are able to see an instant impact. Once you determine which keywords/phrases to target, your program is visible on search results. If you are looking to drive referrals and have immediate results, PPC is a great fit as a marketing strategy because you don’t have to wait three to six months to begin seeing the results. Another benefit to PPC is that you can target both local and national keywords, exposing your brand to more web users. Lastly, with PPC, you can target anywhere from 300-1000 keywords/phrases for your campaign, leaving no stone unturned when it comes to uncovering new patient opportunities.
What You need to Consider
When determining what form of online marketing strategy to implement for your healthcare organization, few strategies can compete with the ROI and exposure generated from search engine marketing. Both PPC and SEO need to be a part of your online medical marketing strategy if you want to maximize your organizations exposure to new patients. The problem is the time commitment and the experience level it involves to run these types of programs successfully. Those organizations who embrace both strategies are going to be extremely visible online (showing in organic as well as paid search results) and be top of mind when patients begin looking for treatment of their specific condition.
Med Business Advisors has the Solutions
Our proven experience in the PPC and ROI campaigns that we can develop for your medical practice can bring in new patients and develop a “Brand” of your business.