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By OppGenetix

Microsoft Ads for Medical: Give Your Practice A Spark

To say that no one uses Bing is a blatantly false statement. Sure, it’s not Google, a search engine so ingrained into our daily lives to the point that Google is a verb in the Merriam-Webster Dictionary.

Nevertheless, Bing is a fairly popular search engine and one that’s overlooked. Don’t overlook Bing — or Microsoft, for that matter. It’s a pretty powerful contender in the realm of digital advertising, and it’s one that can help medical practices in particular. Its advertising service, Microsoft Advertising (formerly Bing Ads), is worth giving a shot.

 

Reach prospective patients in places where Google can’t

Bing runs 1 in 3 U.S. desktop searches. It’s also the default search engine for Windows 10 users as well as other Microsoft applications like Word, PowerPoint, and Cortana.

Microsoft Advertising can reach 49.4 million users that Google can’t reach. If other clinics are mainly marketing via Google Ads, that means there’s an opportunity for your clinic to find prospects who aren’t searching on Google. Also, Microsoft Advertising isn’t only on Bing; its ads can be seen on Yahoo, AOL, and partner sites like Amazon. Even certain applications, such as Skype and Outlook, display Microsoft Ads search advertisements.

 

Target older audiences with higher incomes

Like Google Ads, Microsoft Advertising offers geotargeted ads, which allow advertisers to target audiences based on location.

71% of Microsoft Advertising’s audience is at least 35 years old. This makes it an invaluable resource for men’s clinics, plastic surgeons, body contouring practices, HRT practitioners, and hair restoration clinics. Its searchers are also slightly more affluent compared to Google’s, which means they’re able to spend more money online.

Reaching more people in your target audience’s demographic with a higher income is always a good thing.

 

Discover Microsoft Ads’ lower costs and higher conversion rates

As Google Ads becomes more competitive, its cost per click (CPC) is only going to keep rising. This isn’t the case for Microsoft Ads. CPC is significantly less than Google Ads, with a 29% lower cost per sale. Plus, the conversion rates are 35% higher at the same CPC as Google. Search Engine Journal found that specifically in the medical marketing segment, Bing’s CPCs were lower than Google’s 71% of the time

Higher conversion rates at a lower CPC is a goal to strive for in all marketing segments, and with Microsoft Ads, your clinic doesn’t have to strive much for much at all. It’ll already have a lower CPC to start with. 

 

Complement your practice’s current Google Ads campaign

Some people seem to believe that marketing on multiple platforms is bad, and few things can be further from the truth. Advertising on Bing will not make your clinic’s Google Ads campaign suffer or fail. It’s no different than running a TV ad and a newspaper ad for your clinic on the same day, except you have a little more control over who sees your ads and when prospects can see them.

By adding a Microsoft Advertising campaign to your clinic’s overall marketing strategy, you can reach audiences on both Google and Bing. 

Plus, Microsoft Advertising allows you to import campaigns from Google Ads, so you don’t have to start an entirely new campaign from scratch. Be sure to double-check location targeting and any ad extensions you had on Google Ads when importing to Microsoft Advertising, though; you may have to make some adjustments.

Adding a Microsoft Advertising campaign alongside your Google Ads campaign is a smart move and will ensure that more prospects will find your clinic — and even more prospects will convert.

 

Add Microsoft Ads to your practice’s marketing strategy

It’s entirely to your clinic’s advantage to start a Microsoft Advertising campaign. The patients you’ve been waiting for could very well be waiting to find a clinic like yours, so don’t keep them waiting.

To get a head start on your Microsoft Advertising campaign, contact us today.

By OppGenetix

How to Do HRT Marketing for Men vs. Women

Hormone replacement therapy (HRT) may sound like an all-encompassing treatment with one audience, but it’s a surprisingly diverse segment.

Every woman will experience peri- and post-menopause symptoms at some point in her life. HRT and bioidentical hormone replacement therapy (BHRT) are two treatment options that can ease some of those symptoms.

On the flip side, not all men struggle with low testosterone, but those who do may have an option to treat it with testosterone replacement therapy (TRT).

Given the diversity of this segment, you can’t go with a one-size-fits-all approach to marketing HRT. You’ll want to take a few things into consideration depending on your target audience.

 

HRT marketing for women

According to the U.S. Department of Labor, 80% of women make their family’s healthcare decisions. This means they’re more likely to be the ones researching available healthcare and medical options for themselves and their families. Studies have shown that women are also much more likely to out medical care than men. So, what does this mean in terms of marketing BHRT to women?

 

Show what you know

Just because women are more likely to see a doctor than men does not mean that they’re automatically going to hand over their contact information to any clinic. They may be even more discerning than their male counterparts when it comes to finding the best option.

Your landing page’s content should provide useful information that explains what BHRT is and what it does, as well as any side effects, benefits, and the FDA’s stance on BHRT. If you know where or what your bioidentical estrogen is sourced from, share that. Consider including a brief FAQ section.

 

Keep it appropriate and targeted

If you found a hospital’s website plastered in pink with a touch of floral prints, would you go to that hospital? Probably not. Take a moment to reflect on why you wouldn’t go there. The website’s colors and design don’t look professional or clean — two things that most reasonable people (men and women alike) would expect at a hospital. Your website represents your clinic, and if there’s a disconnect between your clinic and website, prospects won’t convert.

There are better ways to market your clinic to women without using a “girly” landing page or website. Remember you’re marketing BHRT to women in their 40s and 50s. Include high-quality stock photos of women who are either near or within that age range. If possible, ask a client to share her experience with HRT for a video.

Consider what message your landing page and/or website is giving prospects. If you’re a man running a clinic, show your wife or a female relative or friend the landing page and information and ask for their honest opinion. You might learn a thing or two that may even help your patients in the long run by listening to their feedback.

 

Emphasize natural treatments

To most prospects, BHRT and HRT look like alphabet soup. Unfortunately, the full names don’t really explain what they are or the differences between treatment options, either.

It’s important to focus on the word natural when marketing BHRT. BHRT is commonly advertised as natural because bioidentical hormones are derived from plant estrogen (as opposed to estrogen extracted from a pregnant mare’s urine, as is often the case with HRT).

You may believe “natural” is an overhyped, meaningless buzzword, but it’s still a word that holds value to women seeking treatment for menopause.

 

HRT marketing for men

A Cleveland Clinic survey found that 72% of men would rather do chores than see their doctor, and 77% of men in relationships would prefer to go shopping with their significant other than go into the doctor’s office. The same survey also found that one-fifth of men withheld information from their doctors and 46% of men aren’t comfortable talking to their doctor about sex-related concerns.

It’s imperative that if your clinic offers testosterone replacement therapy (TRT) for men that you have a strong marketing campaign.

 

Earn their trust

If you get a lead for your TRT, call the lead immediately. But don’t expect them to schedule an appointment right away.

Accept that it will take some time to earn a lead’s trust in this particular segment and there are a few ways to do that. Combine a regular content schedule. Collect positive reviews from patients. Track and remarket prospects who have visited the site more than once.

Low testosterone and the side effects that come with it are ones that men often find shameful. They may feel isolated and alone. In your messaging, it’s important that you remind prospects that low T is not their fault. Share statistics on the commonality of it to remind them that they are not the only one who’s struggling with it. Tell them that having low testosterone, a medical condition, does not make them any less manly than anyone else.

These messages are ones that will get through to prospects, slowly but surely.

 

Share stories

Help prospects feel less alone by sharing success stories on your landing page, website, or social media accounts. Get a quote from patients about their experience. Some may not want to share their name or other identifying information, so ask if it’s OK if you include initials or a first name followed by the last initial. Use high-quality stock photos if needed.

Getting guys to open up about their experience can help pave the way for others to take the first step into your office.

 

Segment your audiences

Remember that men and women play more roles than just men and women. People can be spouses, single, divorced, parents, grandparents, coworkers, friends, family, and so on. It’s worth segmenting your audience even further than just by male or female. Take the time to do in-depth research about your audiences. After all, it’s better to know than to assume.

If you need some more advice or help for improving your HRT marketing campaign, contact us today.

By OppGenetix

Was Netflix’s Award Marketing Campaign a Success?

The Wall Street Journal reports that Netflix spent over $100 million in a marketing award campaign for some of its original movies. The same article finds that most of those funds went to campaigning for The Irishman and Marriage Story, both of which were Oscar contenders. 

Netflix’s head of original films, however, denies that the streaming service spent that much money on award marketing campaigns.

 

Is that a lot of money to spend on an award marketing campaign?

As The Wall Street Journal notes, traditional Oscar campaigns usually cost about $20 million for a single film. Given that Netflix’s films received 24 Oscar nominations this year for eight films (The Irishman, Marriage Story, The Two Popes, Klaus, I Lost My Body, American Factory, Life Overtakes Me, and The Edge of Democracy), the estimated $100 million does even things out. If the funds were distributed evenly, that would be about $12.5 million per film, which falls a little short of that typical $20 million.

 

What did Netflix’s award marketing campaign entail?

According to The New York Times, Netflix took some non-conventional marketing routes, like sending film-related merchandise to reporters and film critics.

Netflix even went as far as to send members of the Broadcast Film Critics Association on free trips to meet actors and actresses and other people in the film industry at expensive locations and hotels — a move that upset traditional studios.

The streaming company also created a magazine, Queue, which included photos, articles, essays, and podcasts, to bolster the reputations of its nominated films.

 

Was Netflix’s award marketing campaign a success?

If Netflix’s goal was to receive more Oscar nominations than any other Hollywood studio this year (they did) and an impressive 34 Golden Globe nominations, then that could be considered a successful marketing campaign.

However, winning the nominated categories is the end goal, and Netflix fell short there. At the Golden Globes, Netflix walked away with two wins: Laura Dern for best supporting actress in Marriage Story and Olivia Coleman for best actress in The Crown. That would mean it cost Netflix roughly $50 million per win, assuming the reported campaign investment is correct. 

Out of its 24 Oscar nominations, Netflix also won two awards: Laura Dern for best supporting actress in Marriage Story and American Factory for best documentary.

All in all, Netflix’s awards marketing campaign was a mixed success.

 

Featured image: Screenshot via YouTube © Netflix

By OppGenetix

The Best Super Bowl LIV Commercials, According to OppGenetix

By now, you and your coworkers have probably spent all morning discussing and rewatching the latest Super Bowl LIV ads. As it turns out, your favorite commercials are all probably very different from their favorites. 

Maybe a coworker liked one that was more emotional. A different coworker found one commercial hilarious while another didn’t even crack a smile while watching it.

Even in a workspace that specializes in marketing might find itself divided over what the best commercial was the day after the Super Bowl. Case in point: OppGenetix’s employees all had very different opinions about which commercial was their favorite.

 

Alex Sheets, Digital Marketing Analyst

#BeforeAlexa (Amazon)


The one that made me laugh the most was the Ellen DeGeneres Amazon/Alexa commercial talking about having assistants named Alexa in different periods in history. It was well thought out and executed, and the ending was great.

 

Loretta (Google)

The one that made me feel something the most was the Google commercial with the old guy using Google to remind him of the great things about his wife. My grandma has Alzheimer’s, so it hit close to home and gives me chills every time I think about it.

 

Connor Potts, Digital Marketing Analyst

#SnickersFixtheWorld (Snickers)

My favorite was the Snickers commercial where they fed the Snickers bars to the earth because it hasn’t been a great year so far.

 

Tribute (Planters)

I don’t think it is a good commercial; I just think from a campaign standpoint, it is generating a lot of buzz, especially when #RIPMrNut happened.

 

Zain Khan, Director of Operations

Tom Brady’s Big Announcement (Hulu)

My favorite Super Bowl commercial this year was the Hulu commercial featuring Tom Brady. Every year, over the last at least 6 or 7 years, there has always been a debate about Tom Brady retiring from football because he is “too old” at age 42. I genuinely thought he was announcing his retirement, but he was really talking about TV dying rather than him retiring.

The relevance, simplicity, and timing of it couldn’t have been more perfect for me. Hulu took the greatest-ever to play the sport, made it seem like he was announcing his retirement, which could potentially be a bigger moment than the Super Bowl itself, and in that context, made a point about TV dying. That is creative simplicity, which was refreshing to see.

 

Cody Palmer, Senior Analyst

Love Takes Action (New York Life)

One that I thought was well-made and remember was New York Life. I liked how they took one word (love) and broke it down into the four Greek words for love.

 

Van Le, Graphic Designer

SodaStream Discovers Water on Mars (SodaStream)

I had a few shots forced on me, so I really didn’t remember much of the ads. I just remember the Mars and soda water one because it was a bit ridiculous. The rest, not so much.

 

Alex Francis, Developer

Inside Post’s Brain (Budweiser)

Because of the humor.

 

Sydney Schulte, Content Writer

Heroes (Toyota)

OK, I’ll admit: I didn’t watch the Super Bowl. But I did watch just about every 2020 Super Bowl commercial for this blog post, so I think it’d be a mistake to not contribute. As a self-proclaimed geek who’s spent an unhealthy amount of time mourning the losses of characters in TV shows and movies who sacrifice themselves so everyone else can live, I really appreciated Toyota’s commercial. It poked fun at that overdone valiant sacrifice trope with the most unlikely hero of all: Cobie Smulders behind the wheel of a Toyota Highlander — the ultimate soccer mom car.

 

Alonzo Foreman, Partner

Groundhog Day (Jeep)

My top Super Bowl ad this year was Groundhog Day from Jeep. For me, it connected emotionally seeing Bill Murray reprise his role as Phil from the iconic film, but with a modern-day twist. It does a fantastic job of reinforcing the company’s value proposition while still offering an experience that’s light-hearted and fun. And most importantly, I remembered the product and the brand!

 

And the award for the best Super Bowl LIV commercial goes to…

When it really comes down to it, it may be impossible to determine the best commercial. That hasn’t stopped USA Today from running its Super Bowl Ad Meter, which ranks what it considers to be the best Super Bowl commercial. Ad Meter scores ads using the average of a panel’s rating. This year’s top-ranked commercial? Jeep’s Groundhog Day.

 

Featured image: Screenshot via YouTube © Jeep

By OppGenetix

Creating A Website That Meets Consumers’ Expectations 

The majority of consumers don’t understand how search engine results work, according to BrandVerity’s Online Consumer Search Trends 2020 study. 63% of consumers think that search engines categorize results by advertising spend or relevance, or they don’t know how the search engines work.

The study also found that nearly half of consumers felt misled by a site in the search results; a quarter of them reported feeling like they were “often” or “always” misled by a result. 25% also said that the page a search engine directs them to does not show them what they were looking for.

There may not be a whole lot to do in terms of educating consumers about how search engines work; however, there are some things businesses can do: meet consumers’ high expectations and improve user experience. 

Larger, more established businesses typically have more resources, so it’s easier for them to meet those expectations and create a better user experience. Growing businesses may lack some of those resources, but that doesn’t mean they can’t do the same thing for their website in similar ways. Even the smallest change has the potential to make a big impact on your consumers.

 

Optimize your business’s website for multiple devices

People use their phones nowadays for the majority of their consuming, including shopping and educational content. So, it only makes sense to have a website that runs smoothly on a smartphone, or any other mobile devices, for that matter.

When (re)designing a website, it’s critical to implement a mobile-first website with responsive design. Responsive design uses HTML and CSS to resize websites based on the device a site is being viewed on. It works for phones, tablets, and desktops of various resolutions.

Many web hosting and CMS platforms, such as WordPress, have features with built-in responsive design code. As an added bonus, a custom platform like Prismic offers CMS capabilities in a more efficient manner, giving businesses the ability to create mobile-first and fast websites, that will in turn boost SEO. It’s a win for everyone involved.

It’s 2020, and there shouldn’t be any more excuses for having a website that isn’t mobile-friendly.

 

Use a well-designed website layout

It’s tempting to go all out and use every single cool feature as seen on other businesses’ websites. But here’s the thing: a busy-looking website can be too much to follow, resulting in higher bounce rates and less information retained from your consumers.

Don’t be afraid to use white space. It gives content breathing room and can help users find where to focus, or even to look for a product or page. That said, choose a focal point or two and use color or images to draw consumers’ attention. Think about size, too. The bigger an element, the more attention-grabbing it is.

Visit a website and take note of the first item you notice, then the second, third, and so one. Ask yourself what exactly drew you in. Was it color? An image? Text? Was it the biggest element on the page? Or the brightest-colored?

 

Choose fonts, colors, and images wisely

Fonts, colors, and images can make powerful focal points that direct consumers’ attention from one part of the page to the next. 

Font

Paragraphs, please! Write paragraphs that are ideally no more than five sentences long. Longer content is good for SEO, but one giant blob of text is not good for readers’ eyes. You must balance form and function, with the rise of smartphones many readers are now trained to digest content in smaller blocks.

Be sure to make use of different heading sizes to divide up sections. It helps readers skim to find what they’re looking for. Headings are also useful for outlining content before writing it, making them a win-win! Typical site headings scale from H1 down to H5, with each heading being smaller than the previous to help set a visual hierarchy in the content. We recommend starting your H1 font size around 36px (pixels) to 50px. These headings will also factor into your search engine optimization strategy. 

Text size is important and so is the readability of the font. Cursive scripts may look elegant, but they can be difficult to read. Save those fun fonts for headings or titles, or maybe even the business’s logo. Don’t use them for the main body text. For most websites, start with a body font size of 14px or 16px depending on body font style. 

Use no more than two or three fonts on the same page and make sure it’s legible. Also, consider what’s being marketed on a website to help select the fonts that are most appropriate for the products. Advertising IT services or medical treatments with Comic Sans would interject more questions than provide credibility, but that font may be more acceptable for a preschool’s website. If you do not have an agency or creative person in-house, simply start with a neutral font such as Open Sans that can be industry agnostic. 

Colors

Assuming your small business already has certain colors selected for its branding or logo, try to implement those colors on your website — but don’t overdo it.

Consider keeping the overall background white, gray, or black. Neutral colors go with everything and are less likely to clash with other colors.

Highlighting focal points with colored sections on top of that neutral background can really make your website pop.

Make sure that your font is readable. Black font on a black background is not accessible to readers.

Images

Use professional-looking images — even stock photos. Yes, stock photos can appear too fake, but at least they look clean, crisp, and professional.

If possible, get a professional photo taken of you and your team. Seeing the “real faces” behind a small business makes it more personable and approachable. Even including small headshots, a very brief bio or quote (no more than a sentence or two), and contact information for each employee in the “about us” section helps.

 

Keep an organized navigation bar or menu

If your horizontal navigation bar at the top of the page contains more than five or six elements, it’s time to start consolidating, especially if it’s a dropdown menu.

Navigation bars typically include links to the following pages:

  • Home: Bring users back to where they started: your small business’s home page. You can simply use the word “home” or link your logo back to the home page.
  • What We Do/Solutions/Treatments/Products: Essentially, this page features what your small business does. Pretty simple, right?
  • Resources: What extra resources could your small business offer? Product sheets or white papers? Client testimonials? Case studies? Blog posts? These are all items you can include in a dropdown menu, and in some cases, one or two elements can be separate elements on the navigation bar.
  • About/Team: What’s your small business’s mission statement? What are your goals? Write a brief bio or quote with professional headshots for each employee. Include professionally taken photos of your business or products. You may want to include hiring information in this section, too, or at least as part of a dropdown menu.
  • Contact: Depending on what services or products you’re offering, this may be the most important page. It’s where users will take the next step and schedule an appointment or learn more about the service or product.

 

Create authoritative content

Show consumers that you know what you’re doing by creating in-depth content. Content comes in many forms: podcasts, videos, and blog posts. It’s easier than ever to start getting into any of these mediums.

Become the authority in your industry — or at least the expert in your neighborhood. Showing your knowledge doesn’t make you a know-it-all; it shows everyone else that you are a great resource who knows their business and industry.

Building up trust and meeting (and eventually, exceeding) consumers’ expectations takes time and effort, but that effort will pay off for you and your small business.

Website redesigns can be a lot to take on, especially while you’re trying to run and manage your business operations. This is why we specialize in helping growing businesses design and develop better website experiences built for their unique consumers.

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Microsoft Ads for Medical: Give Your Practice A Spark
How to Do HRT Marketing for Men vs. Women
Was Netflix’s Award Marketing Campaign a Success?
The Best Super Bowl LIV Commercials, According to OppGenetix
Creating A Website That Meets Consumers’ Expectations