Strategy

Google Ads for medical clinics: how to attract patients and sell more!

Announcing on Google is not as simple as it seems. The largest and giant web search network, can make your product or service stand out together with competition and sell. But for that, you need to have digital marketing planning and strategy to achieve results. Google Ads, if well done, can [...]

July 03, 2020 · Dudu Gentil · 8 min read

Google Ads for medical clinics: how to attract patients and sell more!

Announcing on Google is not as simple as it seems. The largest and giant web search network, can make your product or service stand out together with competition and sell. But for that, you need to have digital marketing planning and strategy to achieve results.

Google Ads, If done well, it can be a great source of sales for doctors. If wrong, you can just waste money. In this post I will show you what Google ads are, how they work, and how we can help you attract more patients to your clinic.

Before we move on, there's an alert:

Many still invest only in social networks boosting posts on Facebook or Instagram. But the practice of everyday life has taught us that it is not advisable to put all your media funding on one channel.

So you have to keep in mind: Google ads should be viewed as an important part of the strategy in your search for patients. That is, it allows you to be found by users interested in your specialty.

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What is Google Ads?

Google’s ad platform, known for a long time as “Adwords”, has become “Ads”. The first version appeared in 2,000 and since then dominates the online media market, being one of the most successful tools in digital marketing.

The biggest advantage is that it's based on performance. The better you work, the better results you get.

Ads are usually displayed at the top or bottom of the search engine results pages. Its main objective is to reach target audiences interested in the products and services you offer.

Google Ads works as a kind of auction, where the best placed ads are those with the highest quality index, a mix of highest bid (financial investment), relevant announcement and better content of the target page (i.e. you need a responsive, well designed and suitable website for smartphones and tablets).

Ads are placed at the top and bottom of the page, always identified with the term “announcement”.

Campaigns and ads can be changed at any time, including the bid value in keywords and the total budget. That's great, but it could become a risk. Often your investment can get more expensive than it should, or bring a return below expected.

But where to begin?

Before starting the process of creating your Google Ads account, it is important to find out your goals. Although “having more patients and making money” may seem like a defined goal, online advertising will require you to be more specific.

It is highly unlikely that someone who visits your site for the first time will schedule. Online sales depend more on creating and cultivating a relationship of trust with the consumer.

Are you in a hurry to get new patients and fast? So the ad platform might be the right option. An account can be easily configured so that your website appears on the screen of patients who are of interest to you.

Reach out to the patients you want

One of Google’s best features Ads is the ability to segment people in a given geographical area. After all, if you have a medical center in Florianópolis (SC), you will not want to pay for ads from people in Curitiba.

You can also use Google scheduling feature Ads to schedule ads at the normal times you attend. It is important to schedule the ads when your office is open and patients can contact you to make the appointments.

Why pay for patients to call or look for their clinic when you're closed?

Use Google for your benefit!

Remember that Google has become the first source of information in cases of health problems. Who has never “gave Google” to find out if the symptoms you are experiencing are related to any disease?

According to research, almost 30% of Brazilians use the search tool as their first option, while 35% turn to the doctor directly.

Although many people turn their noses to the facilities of technology and internet queries, Google presents itself as an opportunity for doctors to forward through online advertising, these users to the offices.

Google Ads it is possible to follow everything that happens almost in real time, including the conversion rate of each keyword you chose.

This means you can see which is more and less efficient, and you can modify them, delete them, or create new ones, allowing you to better configure SEO on your site, as you will know which words are bringing you more leads and patients.

Care when setting up your campaign

Remember, I've already mentioned in the article about good planning and clear goals, so when setting up your Google Ad Campaign, focus on the following items:

Choose keywords specific and linked to what you really offer and your specialties.

Look at the volume of search of these words. How many people are looking for each month? This is a very important variable because it is essential to ensure that you have many people effectively looking for the keywords you want to compete with.

Select more than one word for your ad. Avoid using the word “medical clinic” alone. The CPC can be very high and will make your campaign expensive and often unviable. Try to use something like “medical clinic in your city” or “doctor who specializes in such a procedure”.

Understand the Patient’s Journey

To make better use of ads on Google, you must understand that not all your potential patients will be at the right time of consultation or procedure. So let's talk about some steps that should be worked out To know how to convince your client to buy.

Depending on the type of procedure and specialty sought on the internet, the patient's journey may be less or more complex. In general, consultations with a gynecologist or ophthalmologist have simple journeys, while specific tests and treatments have a longer journey.

The stages of the journey, to create content of the ads:

Diagnosis of the problem – is when the patient demonstrates the need to solve some health problem or seek procedures that he wants from symptoms. Acting during the search process via Google Ads, it is possible to demonstrate your specialty and knowledge about something that may generate the need for consultation.

Consideration of solutions – With the diagnosis defined, the intention of the patient at this moment is to start to discover his disease, to research and evaluate treatment options or procedures. Talks to him to identify your service as a good solution and you can put yourself among the options with a creative ad.

Decision-making – In this last step, your possible client (patient) already knows what the illness is and how he will treat it. It remains to make you decide that you are the right specialist or clinic to perform your procedure. He'll be able to look at the options and make his decision. Here is the time to show your differentials in relation to the other experts and convince you that you are the right choice. Ads made for cases work well for purchase decision.

Conclusion

Like other channels that make Adwords (online media), you decide what you're going to pay or invest. And the coolest of all: it is possible to define how much to spend every month and adjust your budget based on the results obtained during the campaign.

If the ads are bringing good results, just raise the investment to capture more patients and increase sales.

Google Ads is a resource that is becoming increasingly popular thanks to its reach and effectiveness, and it also means a change in the way people currently consume.

Investing in the tool is essential to increase sales in the short term, but always seek to divide your media funds between different channels (social networks, for example).

To close: study your potential audience before setting up Google campaigns and perform tests to achieve the benefits presented here. There is no magic formula, but planning, action and analysis.

Did you like the post? The NVX has a lot of experience with Google Ads, serves customers from various segments that make ads and can offer all the strategy to attract more patients in your clinic or office. Talk to me. HERE.

See you next article.