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By OppGenetix

Medical Practice Marketing Multi-Channel Investment

There are so many different ways to market your medical practice. Digital marketing has grown immensely over the past several years. Splitting budgets between traditional marketing tactics and digital marketing, ppc, and other online marketing efforts can seem daunting. So the question becomes “How does my business achieve the max ROI for our marketing efforts?” We’ve worked with a number of medical practices who have taken the multi-channel approach investment.  By diversifying your marketing budget across multiple channels, your practice will have the opportunity to increase its web presence, drive brand awareness in your local market, and generate a healthy pipeline of prospective patients. When using this marketing approach it’s important to keep your logo, name, and general branding consistent across all channels. If you know your audience, it will be much easier to select channels people are more comfortable with and more likely to interact with your brand. 

Paid Search: If users want to learn more about your medical practice, chances are they will Google you before doing anything else. Targeted advertising can help your team generate a higher quality lead volume. Results and tracking can be implemented to help you measure an ROI for these efforts. This type of digital marketing works for all budget types and can be paused and restarted at anytime. Our team has worked with a number of local medical practices and has helped drive qualified traffic to medical practice websites.

Paid Social:  Social advertising also has targeting features to make sure your ads are being shown to the correct audience. Social media advertising can help build relationships with prospective patients and encourage engagement from those who could be interested in your practice. There are a number of different solutions for advertising on social media. You can create successful campaigns that drive results on any type of budget that’s available. 

Search Engine Optimization: Content is king. Having lots of content revolving around your practice and services can be a huge factor in organic search results and improving search engine optimization (SEO). If your strained for time hiring a free-lance content writer can be a great addition to your blog or other web pages. The more information you can provide around your medical practice, the better informed your potential patients will be. 

Direct Mail: Although digital marketing has taken part of the direct mail market share its still an important aspect for any marketing campaign. One of the first things you should do is select an audience you are trying to target and make sure there is a clear call to action on the mailing piece. Adding a promo code for a free consultation or visit can help support your multi-channel efforts.  

TV/Radio: If you know your target audience consumes television and radio this could be a great way to reach them. By using a hashtag on a television ads or calling out a website in radio ad copy could help support the other multi channel functions of your marketing campaign.

Email: To round out the multi channel approach marketing strategy email marketing can help drive engagement. Grab the attention of readers with compelling call to action, images, videos, and  GIFS. You can send special offers and program details to help promote your business. Feature a section of your website for active users to subscribe to your newsletter or other email communications to continue communications with patients.

Multi-channel marketing is not a one size fits all approach for your business. Some channels might not fit your target audience. It’s figuring out which tactics will work for your medical practice marketing strategy for max ROI. This approach can grow your brand recognition, bring higher conversion rates, and untimely bring in more patients. 

this week in digital

By OppGenetix

5/16 – This Week In Digital Advertising

{5/9} This Week In Digital Advertising 

Facebook Changes Coming Soon For Data Tracking

This week, Facebook has outlined some upcoming changes to data tracking on the platform. In a blog posted this week, Facebook has started to outline how users will be able to manage their off-Facebook activity. The new feature has been outlined in order to prepare advertisers for the upcoming changes

The Clear History tool, announced in the wake of the Cambridge Analytica scandal, will give Facebook users more control over their personal data. The tool is “designed to give people more transparency and control over the data other apps and websites share with us. This will include a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK and API.”

Facebook’s audience measurement tools and data will remain intact. However, there will be changes to audience tracking. “When someone disconnects their off-Facebook activity, we won’t use the data they clear for targeting. This means that targeting options powered by Facebook’s business tools, like the Facebook pixel, can’t be used to reach someone with ads. This includes Custom Audiences built from visitors to websites or apps.“

Our team has worked with Facebook changes before. We believe it’s important for users to know what companies are doing with their data and why they are being shown an ad. With other recent changes to the platform around housing, jobs, and credit audience targeting, our team has been able to react and adjust strategies.

When the tool is launched we will need to work even more closely with our clients to build audiences that are specific to your segment. Marketers will need to be open to the changes not only as Facebook rolls them out, but as the industry changes placing more of an emphasis on privacy and smaller group messaging.

Google Announces New Advertising Products

This week at Google Marketing Live the company unveiled three new types of ad units to address different customer scenarios. Discovery ads, Gallery ads and Showcase Shopping ads will appear across all Google ad properties.

Discovery ads are explained by Google to be “visually rich, mobile first and use the ‘power of intent.’” After the ad copy and graphics are uploaded the ad serving gets handled automatically across a number of Google properties. Discovery ads will be able to reach around 800 million users and will be available later this year.

Gallery ads appear at the top of a mobile search and are more visually compelling. According to Google, in testing, gallery ads saw “25% more interactions”.  For now, they will only appear on mobile. Google has yet to announce when desktop versions will be available.

Showcase shopping ads have continued to evolve from when they launched in 2016. Google previously said that up to 40% of queries are for these broad product-category searches. Companies with e-commerce as a main driver of revenue should utilize this and other types of visual advertising to help with engagement.

Our team will be able to implement these new ad units with some of our enterprise clients. The mobile first designs and visually compelling fields will help drive users to have a better customer experience. Creating interactive ads can improve the way users not only view your ad, but how they interact with it. Studies show that users who see and connect with a visual are 65% more likely to remember your brand three days later. Our team loves learning the latest in digital advertising and can create these campaigns and more to help your brand grow.

YouTube Blog Image

By OppGenetix

4/18 – This Week In Digital Advertising

{4/18} This Week In Digital Advertising 

  1. Exploring YouTube Advertising Offerings: YouTube is the second largest search engine on the web and processes more than 3 billion searches a month. With the expansion of YouTube TV and other platforms it can be difficult to know which advertising option to select. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube. If you have never run ads on YouTube before it could be a good time to try and reach your potential customers in a different way. Let’s get into the different types of ads that are available to run. The first is Display Ads appear to the right of the feature video, and above the video suggestions list. Overlay Ads are semi-transparent overlays which appear on the lower portion of the video a user is watching. Skippable video ads allow viewers to skip ads after 5 seconds. Bumper Ads are non-skippable video ads of up to 6 seconds in length. Non-skippable video ads must be watched to completion before the desired video can be viewed. Finally, sponsored cards display content that may be relevant to the viewers’ video, such as products featured in the video. If you would like additional information and stats read more at social media today. 
  2. Facebook Launches New Safety Controls: The social media giant has been under pressure to update their brand safety policies and they have followed suite. Over the next few weeks, Facebook has announced that they will be updated ad filters for advertisers. This is an effort to give advertisers better access to where brand ads are placed and address safety concerns. Advertisers will now be able to choose from these three options:
    • Limited inventory offers maximum protection, similar to the opt-in category exclusions available today
    • Standard inventory provides moderate protection and is the default choice when placing ads. This is the same as no category exclusions today.
    • Full inventory selects minimal protection and ads may be delivered to all eligible content.

           If you are an advertiser and want to learn more visit Facebook’s blog announcement.

By OppGenetix

2/22 – This Week In…Medical Advertising

{2/22} This Week In…Medical Advertising 

  1. Google trends for 2019 – This year will bring new capabilities with ads on YouTube. Those running TrueView ads will now have capability of 15-second non-skippable video ads. Google Display ads will see updates to the bid strategy. In text ads, responsive search will take up more space and give advertisers more real estate on mobile devices. Read the entire article here.
  2. Why Advertise on YouTube? – YouTube is often forgotten about when it comes to search-engine-optimization. Roughly 4 billion hours are watched a month on the platform. So why not start targeting your videos and promoting your business in a different way? Read the entire article here.

By OppGenetix

2/14 – This Week In…Medical Advertising

{2/14} This Week In…Medical Advertising 

  1. Google text ads can show on YouTube search results – YouTube recently announced that Google search text ads will now be viewable on YouTube. Text ads my appear on YouTube search results pages when viewing on a mobile device. Read more about Youtube Search results here.
  2. Webinar Marketing – An effective way to improve your online reputation is with webinar marketing. To increase your brand’s credibility, try inviting prominent niche influencers to host your webinar. Read more about how to use webinar marketing to it’s fullest capabilities here.

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Medical Practice Marketing Multi-Channel Investment
this week in digital
5/16 – This Week In Digital Advertising
YouTube Blog Image
4/18 – This Week In Digital Advertising
2/22 – This Week In…Medical Advertising
2/14 – This Week In…Medical Advertising