By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    An Expert’s Guide To Building and Improving Endurance
    June 30, 2022
    medical assistants
    What Do Medical Assistants Do On a Day to Day Basis?
    April 5, 2022
    superfoods to help with prostate health
    10 Healthy Foods That Can Help Protect Your Prostate
    August 29, 2022
    Latest News
    5 Steps to a Promising Career as a Healthcare Administrator
    August 3, 2025
    Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
    July 20, 2025
    How Probate Planning Shapes the Future of Your Estate and Family Care
    July 17, 2025
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    healthcare cost crisis
    What If the Health Care Cost Crisis Solves Itself?
    May 11, 2013
    Do You Need Life Insurance? What Does It Cover?
    December 23, 2022
    HIE metal plans
    The Four “Metal Plans” of Health Insurance Exchanges
    May 28, 2013
    Latest News
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
    How Health Choices and Legal Actions Intersect After an Injury
    July 17, 2025
    How communities and healthcare providers can address slip and fall injuries with legal awareness
    July 17, 2025
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: 5 Search Engine Marketing Tips for Medical Practices
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > Social Media > 5 Search Engine Marketing Tips for Medical Practices
eHealthSocial Media

5 Search Engine Marketing Tips for Medical Practices

Jonathan Catley
Jonathan Catley
Share
6 Min Read
digitalmarketing.jpg
SHARE

As medical marketing competition continues to heat up, healthcare organizations need to up their digital advertising game if they want to see a solid ROI. The ever-increasing role of digital media in the patient path to treatment represents a huge opportunity for medical marketers looking to generate new revenue for their practices while reducing overall costs — Google processed more than 28 billion healthcare-related searches last year, generating more than seven billion impressions and 1 billion clicks in the measure. However, as more and more patients turn to search engines as their primary resource for medical information, the level of competition has increased substantially. This increased competition, paired with stringent HIPAA regulations and Google’s ban on medical remarketing, has made the medical adspace a difficult one to break into. According to recent data, the average cost-per-click (CPC) for medical ads is $3.17, a full $0.85 higher than the average across all industries. At the same time, the average click-through-rate (CTR) for medical ads is 1.79%, 0.12% lower than the average CTR across other verticals. With competition this stiff, medical practices must optimize their approach to search engine marketing (SEM) to stay competitive. If you’re unsure of how to get the most out of SEM, these five tips will help you get your footing.

Contents
Landing Pages for Information-Hungry PatientsTargeted Marketing Makes for Top-Notch CampaignsMobile MattersClear, Consistent Contact InformationKeep an Eye on the Metrics

Landing Pages for Information-Hungry Patients

A commonly overlooked aspect of digital campaigns is building high-quality landing pages. If your content isn’t relevant, informative, and digestible, your online audience will likely move on to the next search result. When it comes to optimizing your landing page, the first step is making your copy as legible and scannable as possible. Avoid overly complex explanations and make use of headers and bullets to immediately direct your readers to the most important information on the page. You’ll also want to make sure that each page includes a clearly defined call to action (CTA), making it as easy as possible for prospective patients to request additional information, contact you directly, or even better, book a new appointment right then and there.

Targeted Marketing Makes for Top-Notch Campaigns

One of the major factors contributing to medical keyword competition is the sheer diversity of organizations that typically get lumped into the same categories. Just look at the top five U.S. healthcare search queries: Walgreens, FitBit, CVS, PubMed, and WebMD — very different companies with very different clientele. You should try center your keyword targeting strategy around more resource-driven phrases, rather than symptom- or diagnosis-centric ones. For example, if you’re a practice specializing in cardiology, it’s best to focus on transactional search queries like “heart surgery” or “heart disease treatment options,” rather than more general queries such as “cardiovascular disease” or “high blood pressure.”

Mobile Matters

62% of smartphone users report having used their devices to search for health-related information, and perhaps even more importantly, more than half of the aforementioned annual 28 billion healthcare-related Google searches now occur on mobile. Clearly, mobile advertising is more important than ever, and medical marketers must capitalize on this trend if they want to remain competitive now and in the future. A good first step is checking whether or not your landing pages pass Google’s “mobile-friendly website test.” You should also target certain ads for mobile by including mobile-friendly language.

More Read

Fitness and Competition Make It to Your Phone
Why Transparency Matters More Than Ever
Seeing Red for Heart Health
Consequences of Telemedicine Legislation
Mobile Health and Data Safety: Convenience vs. Privacy

Clear, Consistent Contact Information

When it comes to running a successful campaign, the consistency of your N.A.P. — shorthand for Name, Address, and Phone Number — is key. If a prospective patient clicks on an ad and arrives at a landing page only to discover there’s no clear indication of how to book an appointment or contact your practice directly, there’s a good chance they’re not going to end up converting. Moreover, you should take advantage of Google’s ad extensions for all of your campaigns. In addition to extending the real-estate of your ad and making it easier for patients to actually convert, extensions have also been known to improve ranking on search engine results pages (SERPs).

Keep an Eye on the Metrics

Perhaps most importantly, you need to establish a high-level metrics and analytics strategy at the outset of any campaign. SEM success demands flexibility and constant optimization in accordance with updates to Google’s algorithms, changes in consumer preferences and habits, and changes in your own service offerings over time. By tracking web users as they transform from prospects to leads to new patients, you’ll be able to determine which channels are performing best and allocate your spend accordingly.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

technology in medical research
The Tools Helping Medical Researchers See the Full Picture
News Technology
August 3, 2025
5 Steps to a Promising Career as a Healthcare Administrator
5 Steps to a Promising Career as a Healthcare Administrator
Health
July 31, 2025
holistic dental
Holistic Dentist Services Are Natural and Safe
Dental health Specialties
July 28, 2025
botox certification
Help Improve People’s Skin Health Via Botox Certification
Skin Specialties
July 22, 2025

You Might also Like

NYT: Social Media May Offer Avenues of Mental Health Disease Recognition & Treatment

February 25, 2012

iPad EHR Drchrono Gears Up for HealthKit

October 16, 2014

Cleveland Clinic Offering Global Care Air Rescue and Evacuation Services Program For an Annual Fee

February 25, 2011
Social Media

Keywords Matter – Exploring the Importance of Keyword Usage In Your Healthcare Digital Marketing

October 1, 2015
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?