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digital advertising agency

By OppGenetix

When A Brand and Digital Advertising Agency Align

Why should you include your digital advertising agency in your marketing planning and budgeting process?

When a digital advertising agency is brought in to manage paid campaigns, they become an extension of the digital marketing team. For the agency, understanding the intricacies of a business and goals become extremely important in becoming a true partner with an ability to execute successful campaigns. There are monthly calls, reporting, and strategy sessions all in an effort to improve key performance indicators. It’s imperative to keep everyone on the same page to make sure advertising budgets are allocated on the most effective channels, brand messaging is consistent, and each campaign’s success is attributed correctly. 

When communication lines between the brand and agency are fragmented, the brand typically suffers. There are several reasons why it’s vital to keep your agency in the loop with internal conversations revolving around planning and budgeting for advertising initiatives. Here are some of the most important ones:

Align Team Efforts Towards The Same Goals

When there is consistency in a brand’s message across multiple channels, there is a  greater impact on the target audience. In the same way, when marketing efforts are consistently chasing a singular goal the overall strategy is accomplished.

It is not uncommon to see brand managers keeping their marketing agency in the dark about internal plans of new launches or efforts on print, TV, or radio that may not involve a direct contribution from the digital agency. However, each outward facing component of a brand has the ability to complement each other, which can be leveraged to pursue the same goals.

Getting the most out of your budget

Marketing coordinators or brand managers may take prior agency recommendations into account, but might not always know if there are more opportunities on new advertising channels and mediums. There are new channels, publishing websites, and media formats that are launching on a daily basis. It is not fair to expect an internal marketing resource to know the ever changing landscape of digital media. However, advertising agencies are part of that ecosystem and are certainly knowledgeable about where target audiences for a specific brand live online. Potentially, reallocating resources within the existing marketing mix may also be an option if major budget changes occur. Getting a second opinion can help minimize risk and maximize expected return for a brand. This can lead to higher efficiency with ad dollar savings.

Be more informed and prepared internally

Internal employees that are responsible for interacting with marketing agencies need to ensure that they are fully aware of what their brand should be doing on digital. Having this knowledge helps establish themselves as authorities on the subject around leadership.

Brands typically plan their marketing strategy a year out in advance. To propose a strategy that is effective and innovative at the same time is key to being successful within the industry. The advertising agency on record can support filling in any strategic or technical gaps to that strategy. By doing so, the agency would naturally be in the loop on what’s to come and it’s also a win for the internal marketing team.

Agency preparedness for new initiatives

Managing agency bandwidth is never a client responsibility. However, in a true client agency partnership, bandwidth considerations are important to keeping the quality of work consistent.

If an agency is blindsided by a large project with a tough deadline, it is safe to say there will be some unexpected growing pains internally. A client might not care about how the agency delivers but when the quality of work is at risk, it becomes something they should care about.

Keeping your digital ad agency in the loop on future projects alleviates the risk of having mediocre work done on a project. When agencies are part of the planning process, they have a heightened sense of what is coming through the pipeline and can make internal adjustments accordingly. This practice can not only help with keeping quality consistent, but it can also improve expected outcomes as more time goes into preparation.

 

 

Specialty Medical Marketing

By OppGenetix

5 Ways OppGenetix Can Help Your Practice Grow

We’ve helped hundreds of clinics grow their many locations nationwide. While other firms offer broad services across all industries, we specialize in lead generation for local medical practices.This allows us to analyze the effectiveness of ad copy, keyword targets, and spend across all of our medical clinics. Our programs target prospective patients that are actively seeking a treatment for their issue. This creates a focused advertising spend on relevant prospective patients.

Experts in Specialty Medical Marketing: We’ve worked with hundreds of medical clinics over the years. Some of the specialty medical marketing fields we serve include ED/Low Testosterone, Stem Cell Therapy, Hair Restoration, Medical Weight Loss, Body Contouring, Dermatology, Plastic Surgery, Hormone Replacement Therapy, Chiropractic, Medical Spa, and more. Our specialization allows us to focus solely on developing the very best advertising strategies for specialty medical clinics. OppGenetix is a team of experienced professionals with backgrounds ranging from leadership roles in finance, sales, marketing, and development. That unique combination of skill-sets allows us to apply our real world experience to your campaign. We understand what a practice needs to be successful and can build a strategy that far outreaches a simple marketing plan.

Lead Follow-Up: We capture prospective patients that are searching for treatments in your local area. Our program targets prospective patients that are actively seeking a treatment for their issue. Our team has consulted with 100+ medical clinics to uncover the unique processes leveraged to convert digital leads into patients.  Download our our white paper to learn more.

Direct-to-Clinic: Our most popular strategy for medical practices is our direct-to-clinic model. With this program, we help drive qualified prospective patients to your local clinic for treatment.

Seminar Marketing: Seminars are an outstanding method of educating many prospects at once in a non-judgmental environment. Many of our Stem Cell, Hair, and Weight Loss clients leverage this strategy and have seen success.

Webinar Marketing: Our webinar and simulated webinar strategies allow your medical experts to educate prospective patients virtually from their office, or a recorded video, via our online webinar platform.

Telemedicine: More and more people are seeking treatment options in the comfort of their own homes. Our telemedicine strategy helps your practice acquire more new patients seeking remote treatment.

By OppGenetix

10/26 – This Week In…Medical Advertising

{10/26} This Week In…Medical Advertising

 

  1. TV Device Type in Google Ads – You can now access bid adjustments and reporting metrics for prospects streaming your practice’s YouTube ads on TV devices.
  2. Yelp Reviews for Increased Trust – A study by Nielsen reinforced online opinions from sites like Yelp rank higher for trust than other marketing channels.
  3. Facebook Vertical Video Ads – Facebook is now offering a new vertical video ad format which is designed to drive more engagement.

By OppGenetix

10/19 – This Week In…Medical Advertising

{10/19} This Week In…Medical Advertising

 

  1. HTML5 Ads – Animated HTML5 ads provide enhanced engagement and brand recall.
  2. Google My Business Insights – Google My Business adds branded search reporting for more insight into your brand awareness in your market and campaigns.
  3. Facebook Events for Nurturing – Leverage Facebook Events for their in-app notifications to help drive greater seminar attendance rates.

By OppGenetix

Facebook Privacy Fallout

Most people have heard about the recent Facebook/Cambridge Analytica scandal by now and are wondering about the fallout from the revelation personal data was being harvested from millions of users.

Two questions that we see most often are:
How will Facebook advertising change?
And what will the effect be to my lead generation campaign?

Both questions are fair and valid. In terms of what will most likely change as a result of the privacy violation, Partner Categories being removed is the biggest difference from an advertiser standpoint.

What does removing Partner Categories mean? Well, leveraging third-party data for targeting will no longer be an option. What’s interesting about this move, not that it’s unwarranted given the privacy concerns, is that use of this third-party data is pretty common among most ad platforms, not just Facebook. Obviously, with over 2 billion users, Facebook is in the spotlight and getting the brunt of the scrutiny.

So, you may be thinking, does this mean targeting will not be as effective, leading to higher acquisition costs? Not necessarily. Things will certainly be more difficult to dial in, but as advertisers, we can still effectively target by using data we’ve collected ourselves, data our clients have collected, and data gathered from Facebook which includes platform use and web browsing history.

At Oppgenetix, a reason for our sustained success with our campaigns to due to analyzing all variables associated with your customer journey. Yes, targeting is important, but so is positioning. You can target the right people all day, but if your messaging and journey do not align with your target, you still won’t be able to maximize your advertising. Therefore, while we may lose some aspects of targeting on Facebook, there are still many points to optimize to improve cost per lead, and ultimately cost per customer acquisition.

Another potential advantage of these changes from Facebook is the improvement in credibility and trust from the consumer. Hopefully Facebook users take Facebook’s actions as progress towards a safer, more credible platform.  If this is the case, a potential customer who sees your ad on Facebook may now be more inclined to view and click through it. We’ve seen if a user believes your company to be credible, they’re more likely to convert, as well.

It’s not yet fully clear the fallout from Facebook’s targeting changes, but ultimately it should lead to your potential customers finding you in a more trustworthy and credible manner. It also highlights the importance of working with a partner that gathers their own industry knowledge and understands the changes in the advertising landscape so your businesses or practice is always utilizing best practices to acquire customers.

Learn more about our social advertising programs at oppgenetix.com/oppsocial

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digital advertising agency
When A Brand and Digital Advertising Agency Align
Specialty Medical Marketing
5 Ways OppGenetix Can Help Your Practice Grow
10/26 – This Week In…Medical Advertising
10/19 – This Week In…Medical Advertising
Facebook Privacy Fallout