Primary Care Advertising
DIGITAL ADS FOR PRIMARY CARE CLINICS
Digital advertising is a critical asset for primary care clinics looking to attract patients needing immediate and comprehensive care. Through Google ads, clinics can target their service areas so that their ads appear at the top of search results for searches like “primary care near me.” Social media ads are great for creating brand awareness and staying at the top of patients' minds when they need care in the future. These ads will direct them to optimized landing pages that provide all of the essential information they need to book an appointment!
The digital ad landscape offers analytics to track metrics like click-through and conversion rates, helping clinics make data-driven decisions. However, when running primary care digital ads, it’s of the utmost importance to comply with healthcare privacy regulations. Digital ads offer primary care clinics a cost-effective method of reaching their target audience to start bringing in new patients on a consistent basis.
Why is primary care advertising important?
Running primary care ads is a great way to provide a targeted and immediate way to reach potential patients when they need quick and convenient healthcare. Unlike other settings, where patients often plan visits in advance, primary care is frequently sought when there is an immediate need for comprehensive medical attention. Potential patients turn to Google or social media for quick solutions, making your online visibility an essential component of your overall marketing strategy. Utilizing primary care advertising can help share important information such as your location, services offered, and operating hours to help make their decision easy! In an industry where timing and convenience are of the essence, primary care advertising provides clinics with the tools to reach their target audience in their desired locations when their services are most needed.
Our Approach to Primary Care Advertising
Our approach to primary care digital ads can be broken down into a few categories: Google Advertising, Social Media Advertising, and Retargeting. Each of these requires a slightly different process, but our main goal is always the same: to help new patients find your clinic. Here’s a breakdown of how each of them works:
Google Ads
What if you could position your clinic in front of your ideal patient when they are searching on Google? We bet that would result in more patients coming through your doors. Google Advertising, also known as PPC or “Pay-Per-Click,” offers you the ability to do just that. These strategies fall into two different categories:
Search Ads
Display Ads
If Google Search focuses on text, then Google Display is all about visuals! Creating eye-catching visuals for your primary care digital ads is essential in drawing attention to your campaign. At Patient Care Marketing Pros, we ensure that the graphics for your Google Ads campaigns capture interest while conveying the right message to help your offers have a competitive edge. The Google Ads Display Network spans over 2 million websites and reaches 90% of internet users. Through this, your primary care ads can be showcased across a vast array of websites, mobile applications, and video content.
Display advertising can be broken down into two categories:
Website Retargeting
When a potential patient lands on your website, there is an embedded piece of code that tells Google to display your primary care ads to them over a specific amount of time. This results in your ads appearing across different websites on Google’s network that they visit afterward. The objective of these ads is to ensure that your clinic and your clinic’s offer stay at the forefront of your potential patient’s mind, encouraging them to revisit your website and increasing the chances that they book an appointment.
Behavioral Advertising
People use Google to search for a wide variety of healthcare services. With behavioral advertising, we can target individuals online who frequent certain websites or have searched for services your clinic offers. When they enter keywords or visit these websites, your ads will be displayed on their devices.
YouTube Ads
Over the past few years, the primary care advertising landscape has shifted more towards digital platforms. Just using billboards or TV spots no longer works for primary care marketing as a large portion of potential patients are consuming content on streaming platforms like YouTube. YouTube is the second most rapidly growing search engine (behind Google). Working with a healthcare marketing team that knows the ins and outs of the platform and understands patient behaviors can bring in quality leads for your clinic. YouTube video ads are versatile promotional tools that appear at different points during a video, allowing you to connect with one of the most extensive and diverse audiences in the advertising landscape.
Types of YouTube Ads
Skippable Ads
Skippable Ads are the most common type of ads on YouTube. However, users are able to skip them after a few seconds.
Non-Skippable Ads
Non-Skippable Ads vary in length ranging from both short-form and long-form videos. Short, non-skippable ads run around 30 seconds. Viewers do not have the option to skip these ads but they can mute the audio. Non-skippable ads allow you to have higher visibility but also come with a higher cost per view.
Display Ads
Display Ads show up to the right of a YouTube video and are optimized more for desktop devices than mobile devices.
Overlay Ads
Overlay Ads are displayed at the bottom of YouTube Videos and take up about 20% of the screenspace. They are similar to display ads and are optimized for desktop.
Bumper Ads
Bumper Ads are a great choice for advertisers who do not want to use skippable ads but want to avoid the higher cost that comes with non-skippable ads.
Social Media Advertising
Social media advertising is a great avenue for primary care clinics to reach targeted potential patients in real-time. Platforms like Facebook, Instagram, and TikTok allow clinics to target demographics like age, location, or even health interests. These great tools for primary care clinics help with brand awareness within their community while promoting their services.
Facebook and Instagram
Facebook is a community-centric platform that offers primary care clinics the opportunity to connect with their target audience, while Instagram is more often the “platform of visual engagement.” These platforms allow us to target specific demographics like behaviors, health needs, different age ranges, families, etc. We also have the opportunity to target people who have interacted with your pages previously. Facebook and Instagram Advertising are great for helping with brand awareness in your area. These types of campaigns are especially great for grand openings, special offers, etc.
TikTok
As one of the fastest growing social media platforms, TikTok’s advertising tools allow you to create informative videos that raise awareness and educate your viewers. These short-form videos are perfect for quickly capturing your ideal patient’s attention to get them to book an appointment.
Retargeting
No matter how you’re advertising, one of the most important processes is retargeting. Through retargeting, we have the ability to re-engage visitors who have checked out your ads or visited your website. That way you consistently stay top of mind as they’re searching for healthcare services.
Our Results
We help healthcare clinics, like yours, triple their patient volume through digital marketing services like digital ads. Here are some case studies of clients we’ve helped!
EW Motion Therapy
LoneStar Urgent Care
Aspen Medical Center
Ready to take the next step?
At Patient Care Marketing Pros, we’re here to help develop an effective digital ads strategy for your primary care clinic! We believe in data-driven, mobile-first, and lead-generating marketing without the fluff or vanity metrics. Patient Care Marketing Pros can create a customized healthcare digital marketing plan that will give your clinic the visibility it needs to compete in today’s competitive landscape. At PCMP, we’ll assess your current rankings, see where you have some gaps, and help build out the perfect strategy to get your practice more qualified leads.