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
    healthcare cybersecurity
    4 Helpful Tips on How to Protect Your Medical Practice Against Cyber Attacks
    October 24, 2021
    Health Check Diagnosis Medical Condition Analysis Concept
    6 Health Woes With Online Remedies
    January 19, 2022
    Eight Things Men Should Know About the Male Menopause
    Eight Things Men Should Know About the Male Menopause
    April 24, 2022
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 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
    healthy nursing school habits
    Healthy Habits for Nursing Student Nursing School Students
    May 24, 2024
    High Deductables
    High-Deductible Insurance and Rising Bad Debt
    July 24, 2015
    How People Are Taking Advantage of Health Deals in the Recent Recession
    February 5, 2021
    Latest News
    Top HIPAA-Compliant Messaging Apps for Healthcare Teams
    June 25, 2025
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 2025
    Strengthening Healthcare Systems Through Clinical and Administrative Career Development
    June 13, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Digital Ad Messaging Tips and Tricks for Medical Marketers
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 > Digital Ad Messaging Tips and Tricks for Medical Marketers
eHealthSocial Media

Digital Ad Messaging Tips and Tricks for Medical Marketers

Jonathan Catley
Last updated: September 11, 2017 10:07 pm
Jonathan Catley
Share
7 Min Read
Medical Marketers
SHARE

Today’s healthcare consumer is looking for personalized, actionable experiences online —here’s how to make sure your ads meet their expectations. As the internet’s role in the path to treatment has expanded in recent years, the opportunity for medical practices and hospitals to attract new patients has grown in step. Last year, Google fielded more than 28 billion health-related queries in the U.S. alone, and approximately 25% of those searches were ultimately resolved by an advertisement. However, this massive shift in consumer preferences has spawned a feeding frenzy of medical marketers vying for patients’ attention online, which in turn has ramped up the level of competition substantially. Unsurprisingly, the average cost-per-click (CPC) for medical search engine ads is a full $0.85 higher than the average across all other verticals, at $3.17. The point is, the opportunity to succeed is certainly there for the taking, but only for those who know how to reach, engage, and retain new patients online. And this opportunity should not be overlooked: after keyword targeting, effective messaging is arguably one of the most critical components of any digital ad campaign. Recent research confirms this point: 75% of consumers say they want personalized ad experiences and offers, and, unsurprisingly, this approach typically generates 10 times as many clicks as more generalized campaigns. Dedicate your marketing efforts to generating more compelling and actionable ad copy, and the result will be a substantial increase in both the quantity and quality of traffic to your site.

Contents
Getting StartedDescription LinesDisplay URLGenerating Real Results

Getting Started

In order to determine which ads are most effective, it’s a good idea to create multiple iterations of the same basic message while exchanging various keywords and phrasings, then split test those variations against one another. Over time, you should be able to pinpoint which approach tends to convert at the highest rate, and use the information to optimize current and future campaigns. Of course, success will largely depend on your ability to write concisely and clearly about your medical organization — in effect, you have a relatively limited window to convey a number of key pieces of information, thereby convincing a prospective patient to choose you over your competitor. Here are a few key areas to focus on in order to craft effective and compelling ads that will attract your target audience and encourage them to convert. The Headline Your headline is the first thing a patient sees, and should, therefore, strike a delicate balance between two essential objectives:

  1. Match the exact needs and demographics of the viewer of the ad
  2. Distinguish itself from other ads trying to match those same needs

While this balance may seem impossible, crafting a headline that’s both relevant and unique is actually relatively easy — the trick is to not overthink it. To maintain a high degree of relevance and visibility amongst your target audience, it’s a good idea to feature the keyword that is most central to your organization in your headline. While that keyword may be something like “hospital” or “pediatrics,” both of which are too competitive to be worth actually bidding on, it serves as an indicator for Google’s algorithm that your hospital or practice is offering what an individual patient is searching for. Keep in mind that the first line of your search engine results page (SERP) listing will be pulled from your headline and will be limited to about 55 characters, including spaces. Distinguishing yourself from the rest of the pack will obviously require a bit of market research, meaning you’ll have to compile and review competitor ads to find what’s already been done. For example, if you see a headline that reads, “Little Rock Pediatrician,” try changing your ad to something like “Best Pediatrician in Little Rock” or even “Little Rock — Pediatrician.” Don’t be afraid to build upon what’s already been done, and more importantly, to keep testing and retesting variants on your original copy. Finding the perfect headline that’s both relevant enough to show up in patient searches and unique enough to grab their attention will likely give your CTR a serious boost.

Description Lines

The description line or subheading offers you a better opportunity to use plenty of valuable search terms, but that doesn’t mean you should be tempted into “keyword stuffing.” Contextualize the assertion being made by your headline to the best of your abilities while using any important keywords that naturally fit into the sentence. Again, both users and Google’s algorithm can detect copy that’s being written to game the system, so always aim for clear, informative messaging above all else.

More Read

Meet the Bone Ninja, an iPad App That Analyzes Bone Deformities!
Social Media, Diet and Cancer
Medicine and Social Media – We’re Getting There- Slowly.
Employee Devices + Mobile Healthcare Information = a Quiet, Perfect Storm
Are Millennials Born That Way? Survey on ePatients

Display URL

A display URL is the green URL address that sits directly beneath the headline in your text ads. While it may be a real address, it does not actually function as a hyperlink. The display URL must feature your site’s root domain name, but if you want, you can choose to add a subdomain or subfolder, where you can restate and emphasize the name of your practicing physician or hospital, your location, or your specialty.

Generating Real Results

Put simply, even with the proper approach to keyword targeting and a massive AdWords budget, your campaign isn’t going to generate meaningful results for your practice if your ads don’t compel your target audience to take action. By placing an emphasis on personalization and offering patients genuinely helpful and relevant information, you’ll see a huge uptick in both your site traffic and your conversion rate — in other words, just give your prospective patients what they’re looking for.

TAGGED:Medical Marketers
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

women dental care
What Is a Smile Makeover and How Much Does It Cost?
Dental health
June 30, 2025
HIPAA-Compliant Messaging Apps
Top HIPAA-Compliant Messaging Apps for Healthcare Teams
Global Healthcare Policy & Law Technology
June 25, 2025
recovering from injury
Rebuilding After Injury: Path to Physical and Emotional Recovery
News
June 22, 2025
scientist using microscope
When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
Global Healthcare
June 18, 2025

You Might also Like

healthcare social media
Social Media

The HealthCare Social Media Review – 28th Edition – Connectivity

May 8, 2013

Engaging Specialty Practices in the Patient Centered Medical Neighborhood

March 24, 2013

How Digital and Social Media Transforms Medical Journal Publishing

July 31, 2013
eHealthMobile HealthTechnology

How Doctors Can Use Mobile eHealth Apps To Monitor Their Patients

March 19, 2019
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?