One of the many reasons healthcare marketing professionals hesitate to jump right into digital is due to its fragmentation. Which platform should you focus on first? Which platforms should you avoid? Which platform is going to provide the best ROI? All of the available choices can seem terribly overwhelming.
However, engaging in digital marketing has become a necessity. If you think you’re in over your head, take a step back. We’re here to help you navigate the digital waters.
Today, we’ll discuss the top digital platforms for your healthcare marketing and the different channels you can utilize in each one.
With approximately 67.6% of the U.S. search engine market share, Google rules the digital marketing roost. In December 2014 alone, according to comScore, users performed 12.2 billion explicit core searches on Google. How is this relevant to the healthcare industry? The search engine’s own insights found that search drives nearly three times as many visitors to hospital sites compared to non-search visitors.
So what are your options when it comes to advertising on the world’s largest search engine? First off, you’ll need to get familiar with Google AdWords, the site’s advertising platform. From there, you’ll have the ability to promote your hospital or healthcare practice via:
Search Ads
These are pay-per-click ads that appear above or to the side of a user’s Google search result. When it comes to search engine marketing (SEM) on Google, you have a few different targeting options. You can target by:
Display Network
The Google Display Network allows you to place ads (text, image, interactive, video) on a variety of news sites, blogs and other niche sites across the internet to reach more potential customers. Here, you’ll have access to the above targeting capabilities and more including:
For the healthcare industry, paid ads pay off. Google found that when patients come across paid ads, they take action: 35% conduct searches for more information, 29% begin the research process, 28% visit the website of the hospital advertised, 21% consider the hospital advertised and 5% contact that hospital.
To every healthcare marketer, the expansive Google network is invaluable.
Don’t let Google blind you to the other options available for SEM. The Yahoo Bing Network, though much smaller than Google’s, should not be overlooked. In fact, if you’re just getting started, YBN may be a nice pool you can use to get your feet wet. As we’ve mentioned before, it even boasts some impressive statistics in comparison with Google:
The Yahoo Bing Network is the combined advertising marketplace consisting of Yahoo, Bing, MSN and related partner sites. With Bing ads, you’ll have access to most of the targeting options available across Google sites including location and demographic targeting.
Google is the search engine giant, but don’t underestimate the YBN. Everyone loves an underdog.
Worldwide, there are more than 1.39 billion monthly active Facebook users, and 890 million people are active on Facebook daily. Obviously, this social media site stands out as a top digital platform for healthcare marketing.
According to a recent DC Interactive Group survey, 26% of all hospitals in the U.S. use Facebook and other social sites to reach potential patients—with good reason! Research from Pulse Digital Marketing found that:
So when you decide to add social media marketing via Facebook to your digital mix, here’s what you need to know:
You have the option to create display ads, boost engaging posts on your page or even present users with a Facebook Offer. With all of the information available to Facebook from its users, you can target by:
Though the majority of healthcare marketers have yet to throw their hat into the social media ring, getting started on Facebook enables you to form and foster more personal connections with patients.
In a report released by Google in 2012, the company reported that YouTube traffic to hospital sites had increased by 119% year-over-year. As more people turn to online video for bite-sized, easily consumable content, this kind of traffic will only continue to grow. The search engine cites online video as a pivotal component of hospital research.
Here are your options when it comes to advertising on YouTube (you can set up your campaigns and targeting options in AdWords):
Statistics across the Web flaunt online video’s ability to attract, engage and convert customers, so investing in this advertising medium is key for your healthcare digital marketing strategy.
Even after reading this article, digital advertising may seem daunting. Keep in mind, it’s not all or nothing. Start off slow with one or two platforms and go from there. It has become essential to reach patients online and the aforementioned digital platforms are here to help. You’re ready to dive into digital.