Published: 27 February 2017

It’s common knowledge that one of the biggest attractions to digital marketing is the data it offers – EVERYTHING a customer does online is measurable… All up until the moment they go offline…

What do we do about those customers that don’t convert online, but instead go on to make their purchase on the phone or in store?

1. Utilise Geo-targeting to Ensure Your Digital Searches Are Driving Conversions

Geo-targeting allows brands to personalise content to a user online, based on their current location. Healthcare marketers can use this to their advantage to promote an event, product or service to potential patients in close proximity to their stockists or hospital.

Mobiles are the device of choice when searching for a local business or service and the majority of these searches take place on the move (for example, on the way home from work). Not only that, but over half of these searches are from people that have intent to purchase within an hour.

 

So here’s a prime opportunity to target searches within a pre-determined radius of one of your stockists (a pharmacy for instance). This can be a great tactic for driving distress purchases, from “where can I buy paracetamol near Ashford?” to “where’s my nearest private hospital?” The point is, these are people that are actively in market for your product or service, and search is a great means of steering them (literally) in the direction of your brand.

Why not take it a step further and make efficiencies by excluding locations that you know your product isn’t stocked in? Or target competitor hospitals/brand search terms that are competing within the same radius?

2. Never Underestimate the Power of Reviews

Online reviews aren’t just there to improve reputation, they play a vital role in driving conversions. Did you know that 77% of patients will consult online reviews before committing to a provider? In fact, 88% of people place as much emphasis on online reviews as they do personal recommendations from friends and family. If this is starting to sound like something you should be paying more attention to (and it really is!), then a great place to start is by implementing a customer feedback system like Feefo.

Feefo deploys an email to people that have used your product or service and asks them to provide their feedback. Their reviews are then shown on your website for new potential customers to read and you will also start to build an average star rating that displays on paid search ads you place with Google. Why not share them on social media too and make it easier for potential patients to access the information they’re looking for and make an informed decision?

And it works both ways! Having received treatment from a healthcare provider, patients are keen to spread the word:

  

Bear in mind, though, that the majority of patients feel it is important for Healthcare providers to respond to online reviews, so be prepared to invest some time in order to get the best results and drive maximum conversions.

3. Optimise the Text, Imagery and Targeting of Your Paid Social Ads for Success

If you’re running an event, Facebook ads can raise awareness amongst a highly targeted audience, but it’s important to consider, carefully, the text, imagery and targeting you’re going to use. This really can make the difference between success and failure.

Firstly, and importantly, what is the incentive to your audience for attending? Perhaps you are hosting a screening event for a type of cancer; the obvious incentives here are for peace of mind or diagnosis, improved knowledge of self-checking methods and, ultimately, saved lives! If the benefits are clear and compelling within the text of your ad, the more likely you are to drive attendance.

Secondly, it’s really important to consider the imagery you’re using. Particularly in Healthcare, we see so many stereotypical, static images of doctors leaning over patients - we’ve become desensitised to this wallpaper so it’s unlikely to be maximising your attendance levels.

Instead, get creative! We love cinemagraphs, particularly for Facebook and Instagram campaigns; the subtle movement within an image is enough to capture the user’s attention where static ads don’t. And they don’t just look pretty, Facebook has recorded an 85% increase in engagement versus static ads, and a lower cost per engagement too - win, win!

So, now your ad looks and sounds the part, don’t fall at the last hurdle – make sure your targeting is thought out and accurate. Facebook’s targeting capabilities are extremely granular, taking into consideration age, gender, relationship status, interests, location, language, education and more. Take advantage of this by finding out as much as you can about your target audience and use that information to refine your targeting to those that are most relevant.

4. This One’s Easy – Enable Dynamic Call Tracking to Directly Attribute a Conversion

Finally, it’s likely that your digital marketing activities are driving higher call volumes and, ultimately, increased enquiries and sales - Dynamic Call Tracking allows you to track this shift from online to offline. Dynamically generated Google forwarding numbers replace your usual business phone number on your website and, as a result, you can see which specific keywords, ads, ad groups and campaigns are leading to call conversions. “Great,” you say, “but surely that’s complex to implement.” Well, no, actually, it’s a single line of Javascript added to the pages of your website that contain a phone call to action. It’s really that simple and opens up a whole new realm of data for you to pick apart and build upon!

‘Click to Call’ extensions are another great way of tracking the shift from digital to telephone enquiry. For those that don’t know, they’re the little buttons that look like this:

  

These call to actions are highly used on mobile by people that have intent to enquire about your product or service, or else actually make a purchase. In fact, Google drives on average 40 million calls per month via these buttons, so next time you set up a mobile PPC campaign in AdWords, make sure you enable the call extension and set it up as a conversion so that you can track it. Not only will it drive more calls, it’s been known to improve the overall performance of search ads by nearly 10% and is a great tactic if you want to maximise on mobile traffic but don’t have a particularly strong mobile site.

  

So, next campaign, think about how you can use the suggestions in this blog to connect your customer’s online and offline experiences seamlessly and position your brand at every stage. And don’t forget to measure conversions across all channels by leveraging cross-device conversion tracking methods!

Would you like to find out more about Online and Offline Healthcare Marketing Working Together or perhaps you have a chat to a member of our team about how we can help you harness digital marketing further? Get in touch at hello@sagittarius.agency, or call us on 01233 467800.

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