Published: 02 November 2016
Healthcare and well being marketing is a sector offering from Sagittarius, and an area that we have seen growing steadily.
However, to ensure that your campaigns reach the right target audience it is vital to know who your audience are before you can reach them.
An effective paid search campaign needs to ensure that each of its components (i.e., keywords and messaging through to its landing page) speaks the language that your audience uses during their searches.
In healthcare this is difficult as doctors and consultants will generally use the clinical name for a treatment or procedure, but this is not likely to be what your target audience is using.
For example, is your target audience most likely to use Surgical excision of varicose veins in their searches? It is more likely they will use Varicose Veins Treatment so conduct your research and ensure that you are using the search terms a patient would.
You also need to know who the people are you are targeting with your ads. This is known as buyer persona and it is likely that there will be several types of personas within your target audience; each one will use a different type of language within their search.
Before starting a digital marketing campaign, create relevant patient personas for the people you are targeting and name them. For example, one could be Bob a 45-year-old recently divorced man without children who works in an office where he is a manager who works long hours and has a ton of responsibilities.
The messaging you choose to target Bob will be different from say, Doris a 75 year-old married woman who is retired alongside her husband.
It is also important to understand that each persona goes through various stages of the buyer journey during online searches, i.e. they could be at the beginning stage of their research weighing up options between surgeons, or in a more of urgent state-of-emergency mind-set where pricing and location are more important than the surgeon.
Perhaps they have been told that there is a year waiting list for their treatment on the NHS. Your digital marketing efforts need to be created to target each of these scenarios and personas.
In order to know how to reach your various audiences, you have to put yourself in their shoes:
The keywords, language, and images you use will dictate whether your paid ads ever get noticed but you’ll also need to make sure that you target your ads correctly by location, age, gender, interests etc.
- What makes these people take notice of ads?
- What grabs their attention?
- What, exactly, are they looking for, when they go to Google in search of the services you offer?
- Are they really looking for a surgery, or are they looking to make an improvement in their overall lifestyle or personal appearance?
Ideally with landing pages the general rule is that less is more and audiences should get to the page, read the main information and convert.
But healthcare surgery prospects are different. They need a lot of information available in order to make an informed decision about their health and future. Unless they’re in the emergency state of mind and making a distressed purchase as discussed above, in-depth research is usually very important to them. The more information you can provide, the more likely you will earn their trust.
But readers also don’t want lots and lots scrolling text so engaging videos can be an extremely effective strategy to try on the landing pages, especially ones that include interviews with the surgeon – they help to create like ability and trust. As a tip captions can be added to videos, as most mobile searchers have their volume off as they search.
Images are also a great way of providing engaging content alongside video, the use of before and after images can help the potential patient understand what is being discussed and create impact.
In summary to reach the right audience, it’s important to consider where in the journey your potential target audience is. Visual imagery and videos that engage with the viewer and bring peace of mind are incredibly helpful to people who are considering a major treatment, or who are ready to book their consultant meeting.
Building trust and showing how the treatments will improve their lifestyle will also help to guide a potential patient through the whole process.