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Medical Practice Paid Search

5 Reasons Your Medical Practice Needs Paid Search

Medical Practice Paid Search

In previous posts we discussed strategies that can help get you near the top of the organic (unpaid) search results.

But organic search may not be getting your practice enough traffic, and, in turn, appointment bookings. Maybe your practice simply needs more appointment bookings. Paid search, also known as pay-per-click (PPC), may be the answer.

“Isn’t paid search a gamble and a potential waste of money,” you ask? No. For many medical practices, paid search is an essential digital marketing tool.

Here are five reasons to start using it:

1) Increases Visibility

The typical search engine results page shows three paid (ad) results above the three maps results and the ten organic (unpaid) results. Studies show that 75% of internet users viewing Google or other search engines don’t look beyond the first page of search engine results. Putting your practice’s website in front of people near the top of the first page is valuable in terms of clicks.

2) Cost Effective

Research shows that 70% to 80% of people ignore paid search results and click on organic search results. But you only pay when people click on your ad. No clicks? No cost to your practice!

3) Narrows Down Audience

Paid ads appear in search results only to the audience you target.

Geographic Targeting

Practices with multiple locations can target individual towns, cities, states, or zip codes. Individual ads can specify the targeted locations exclusively, instead of all business locations. For example: “Cleveland, Ohio, knee replacement surgery.”

Demographic Targeting

Practices can further refine their audiences by targeting for specific gender, age, income, and parental status.

4) Enables Action-Oriented Keywords

Optimizing your landing pages for broad keywords can generate a lot of clicks. But a more targeted keyword of four or more words can bring more clicks and appointment bookings. Why?

Imagine an orthopedic surgeon practice that wants to bring in more patients for surgeries. They have experimented with broad keywords like ‘orthopedic surgery’, which have failed. They concluded that resource-driven keywords like ‘orthopedic surgery’ compete with informational health websites like WebMD and Mayo Clinic.

Now, this orthopedic surgeon practice creates ads with transactional keywords, such as ‘minimally invasive hip replacement surgery.’ They know people clicking on the ad are more likely to book because they are interested in a specific procedure rather than just information.

5) Brings Quick Results

It can take several months to build higher rankings with organic search. By contrast, if you pay enough to be on the first page and create great ads, paid search can bring results quickly.

Ready to use paid search?

Reaching your target audience demands using every effective digital marketing channel, including paid search. At ElevationMD, we create paid ads that bring you more patient bookings.

Medical Content Marketing

Online Content Marketing: Why It’s Essential for Your Medical Practice

What is content marketing?

At the most fundamental level, content marketing for medical practices is about creating content aimed at converting potential patients and retaining current patients.

 

Why is it necessary?

Dedicating time and energy to bringing value to your audience through high-quality content can only benefit your practice.

How so?

It may help to think of content marketing like public relations. The Public Relations Society of America defines public relations as “a strategic process that builds mutually beneficial relationships between organizations and their publics.”

Public relations spokespeople create compelling narratives that enhance their organization’s reputation. For medical practices, your content marketing is like your spokesperson.
It builds and enhances your expertise, authoritativeness, and trustworthiness with your patients, potential patients, and other practices and organizations in your medical field.

 

How does it work?

In traditional marketing, businesses send out ads then wait for customers or clients to come buy their products and services. In online content marketing, businesses reach out to potential customers and clients wherever they are (search engines, social media, email, etc.).

Here are some proven strategies that should be part of your content marketing plan:

  • Create a patient-friendly website.

Your website is the first contact your patients and potential patients have with your practice. Nowadays most people quickly scan websites on mobile phones. That’s why your content needs to be easy to read (8th grade level).

It should inform visitors on the medical care you provide. Pages describing procedures and or treatments are helpful. Staff bios can add a personal, trustworthy touch to your practice’s website.

 

Have a focused social media effort.

For most practices, one or two social media platforms are enough. And Facebook needs to be one of them. According to Pew Research, seven in ten U.S. adults use Facebook. The Facebook community are highly engaged with medical content. Here are a few content tips for any social platform:

  • Optimize your social pages, especially Facebook. You can copy and paste some content from your website like the about and the contact information.
  • Share your accomplishments, recognitions, and honors.
  • Be involved with the local community. Post positive messages about local sporting events and school graduations. Post photos of you and your staff with people in the community.

 

Monitor your practice’s online reputation.

Most of your future patients will find out about your business online. Yelp and Google reviews can have a huge positive impact. Consider the following:

  • 90% of patients use online reviews to evaluate physicians*
  • 43% of patients would go out of their insurance network for a practice/provider with favorable reviews*
  • 66% of patients surveyed feel it’s very important that healthcare providers respond directly to negative reviews*

*Statistics from Softwareadvice.com’s 2020 Master Patient Experience Survey

 

ElevationMD Content Marketing

We can work with you to create a comprehensive online content marketing plan for your practice. Give us a call to get started.

Medical Google Business

Why Your Medical Practice Needs an Optimized Google Business Page

When internet users search for local businesses in Google, they see search results that start with Google Maps and Google Business listings. Google Business listings include the name, address, phone number and other important information for businesses on Google search results pages and Google Maps. These listings dominate local Google results. 

Below are several reasons to have an optimized Google Business listing.

1. It’s free.

That’s right. Google charges your medical practice NOTHING to create a business listing. That’s the good news. The bad news is that there are millions of fake listings created by spammers. You can search for any fake listings associated with your practice and report them to Google.

2. Rise above the search competition.

Local searches account for 46% of all Google search queries. But many businesses don’t claim their listing, and many other businesses leave their listings incomplete or unmaintained. Google auto-generates businesses listings for businesses with unclaimed listings, and these listings are not optimized. Google’s ranking algorithm rewards businesses with optimized search listings with higher search engine rankings. This includes regular, non-Google Business results.  

3. Build reputation with customer reviews.

Medical practices and other businesses have a much better chance of ranking highly in Business listings with positive reviews. Of course, the threat of negative reviews is always real. But practices can control this to some extent by hiring good reputation management companies. These companies send patients online surveys after their visit. The surveys only invite patients who leave positive feedback to complete a Google Review. This way, patients who feel negative need to go out of their way to leave a negative review.

4. Give the public an easy way to reach your practice.

People are often in a hurry, on the go, impatient, or all three at once. When they search Google for a local business on their phone, they expect to see a phone number and other relevant information in the search results. No offense, but they don’t want to visit your website. An optimized Google Business listing has direct links to phone numbers, directions, maps, and more. 

 

Local SEO Optimization by ElevationMD

If you were still on the fence about claiming your practice’s Google My Business listing, we hope this post nudged you off. We are an experienced digital marketing company ready to optimize your business listings and help you rank highly for local SEO. Give us a call today!

Surgeon SEO

Why Should Surgeon’s Practices Optimize Their Websites For SEO

Why Your Surgeon’s Practice Needs SEO

Whether you are an orthopedic, shoulder, cosmetic, or knee surgeon, the search engine optimization (SEO for physicians and doctors) goal is the same: To improve your medical website’s visibility in search engines. Put another way, the goal of SEO is to create the best possible experience for your website’s users. 

Here are three ways medical SEO benefits your practice:

1. Serves your overall marketing goals.

If your marketing goals include converting more potential patients (leads) into new patients, then you need to optimize your website’s design for SEO. Organic searches (also known as unpaid searches) account for 97.8% of all U.S. search engine searches. If that fails to convince you, consider this: The top search result of the first search engine results page receives 10x more clicks than the last result. Missing out on the main source of website traffic is too costly.

2. Improves your image in the eyes of potential patients.

Google has a 92% share of all search engine traffic on the internet, which means that their search engine ranking criteria are the most important. For Google, returning search results with high-quality content to users is king. Why? Because it motivates users to use Google again and again. And that’s why you need to focus on creating great content across every page of your practice website. 

Here are a few keys to creating high-quality content that improves Google search rankings: 

  • well-written text that clearly conveys each page’s purpose
  • keywords included but not overused (generally, keywords should be no more than 2-5% of text)
  • keywords sound natural, not forced
  • include various types of content like infographics, video, images, and research studies 
  • enough text (pages should have at least 300 words) 

3. Helps your practice remain competitive in the local market.

Recent Google studies show that 46% of internet searches have local intent and that four out of five consumers perform searches before purchasing. Local SEO is about optimizing your practice’s whole online presence so that it will appear near the top of local listings. This includes all listings in directories such as Google, Google Maps, Facebook, and Yelp.

The more positive Google and Facebook reviews your medical practice receives, the better your chance to rank highly. Hiring a company that provides excellent reputation management services can help you avoid negative reviews. 

 

ElevationMD SEO Services

We’re the medical practice SEO experts. Let us elevate your surgeon practice to the top of Google’s search engine rankings.