Patient Acquisition Through Paid Search
Understanding Your Local Market
The power of paid search begins with its ability to provide concrete, specific insights into the needs and behaviors of prospective patients in your local market, but not because of estimation tools like [Google Keyword Estimator]. Even the most-experienced paid search marketers often fail to appreciate the depth of detail and psychological insight that can be derived from campaigns that are designed to learn. The following are just some of the approaches we use to develop detailed audience profiles from active paid search campaigns:
- Defining and optimizing ad groups and keyword sets against specific intentions
- Using natural-language processing (NLP) to identify important patterns within the the actual search queries from your campaigns
- Tracking all incoming calls from paid search campaigns, regardless of how they discovered the number to call
The data comes from the doing.
Targeting Active Shoppers
Paid search already surpasses all other marketing channels in its unparalleled ability to target and serve active shoppers at their moment of choice. In healthcare marketing, however, that central role is only stronger, since 87% of all healthcare decisions start with search, and [X%] of all healthcare decisions rely on search along the way.
Every new Fluency paid search campaign launches with the benefit of a decade of hands-on experience, but is tailored to the specific needs and priorities of that campaign. More importantly, every new campaign is designed to learn and expand as it progresses, beginning with an aggressive phase that actively explores the actual limits of the opportunity, and uses that data to lock into an optimal balance of maximizing conversions with the most efficient cost of acquisition.
Supporting The Decision-Making Process
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A well-designed paid search campaign will anticipate and serve the questions that crop up across the patient journey. That requires understanding the broad range of paths that prospective patients might take, and then identifying and supporting the best paths to conversion.
Fluency’s paid search campaigns are all designed to be [as measurable as possible, across as much of the patient journey as possible]. This visibility ensures that our clients can track prospective patients from initial search queries all the way to booking an appointment, often with the ability to connect them to attributable downstream revenue.
Focusing On Business Outcomes
We are of the firm belief that the purpose of all marketing is to generate attributable revenue. We work relentlessly with each client to identify and then address concrete gaps in tracking patients downstream, using a variety of approaches ranging from implementing Google Tag Manager to providing requirements for an internal IT team.