If you have a website for your practice, you know how frustrating it can be when people visit and leave. Deep down, you know you offer great care, but for some reason, after they leave your site, they never come back.
You may have wondered, Why does this happen? Is it because my site is bad? Was the visitor outside of my target area? Was there a mismatch with what they need versus what I provide?
All of these ponderings are valid possibilities. However, more often than not it’s because people simply aren’t ready to make a decision. Instead, they are in the discovery phase; evaluating multiple options before making a commitment. And the more complex or risky a procedure or condition is, the more this idea holds true. People want to evaluate multiple options before making a decision, out of fear of making a bad decision.
The good news is this is the part of the natural buying cycle and can be used to your advantage. In this article, we will explore an effective strategy for doing just that in order to convert more of your website visits into decisive patients…
An Introduction to Retargeting
The technology for showing ads to visitors as a way of inviting them back to your website is called Retargeting. It works by placing a small piece of code on all pages of your site. This code then automatically builds an anonymous audience of your visitors.
Once the audience reaches the appropriate size, you can then reach them using banners, Facebook, video and even on mobile devices to incentivize them to revisit your site and continue through your funnel to become a new patient.
There are many retargeting platforms available, each with their own advantages and disadvantages. Because of HIPAA regulations, different rules apply to the healthcare industry. Below, please find an overview of a few:
Unfortunately, Google does not allow retargeting audiences to be built in healthcare because it violates their advertising guidelines. Their specific ad policy states:
“When creating remarketing lists or creating your ads, you can’t use any sensitive information about site or app visitors…”
The statement that applies specifically to healthcare concludes:
“… health or medical information, such as from sites or apps that market to a specific health-related group.”
This does not mean you cannot target people based on the keywords they search or the websites they visit. It only means that you aren’t allowed to build an audience of your visitors and target them with ads.
Fortunately, Facebook is more forgiving than Google when it comes to retargeting. On Facebook, a retargeting audience is referred to as a website custom audience.
The one downside to using Facebook is you can only build an audience of visitors to your site who have a Facebook account. This means, your retargeting audience will be slightly less than your total monthly visitors.
Programmatic Media Buying
Programmatic media buying platforms allow you to target 99 percent of website visitors on thousands of sites, including premium websites. There are several platforms available, such as TradeDesk or MediaMath. However, it is impractical for a healthcare practice to implement this themselves because of the complexity involved and the steep learning curve.
AdRoll is a premium platform for reaching people on multiple devices, such as desktop, mobile and tablet. Although AdRoll is a great platform, the ad policies are very strict, which sometimes can make it challenging to create compliant ad creatives.
This platform is similar to AdRoll, but without the premium cost. Perfect Audience tends to be more lenient in terms of the content of the ads they will accept than AdRoll.
Retargeting Strategy for Healthcare
While the platform you decide to use for retargeting plays an important role, it isn’t nearly as important as your overall strategy.
Since healthcare is a sensitive topic, the goal is to find the balance between being so generic that users ignore your ads without being too invasive that it feels like you are stalking or harassing them across the entire web.
A simple strategy for staying in the forefront of your prospects’ minds is to display ads that thank them for visiting your website after they leave. This will reinforce your brand and give them a positive feeling about your practice since very few practices do this.
Another great strategy is to retarget website visitors on Facebook and encourage them to like your Facebook page for more news and updates. This is a great way to build a loyal following and keep your existing patients coming back for more.
You can come up with strategies of your own by looking at the pages your visitors land on and ask yourself, What reason can I give them to come back?
Implementing a Retargeting Strategy in Your Practice
While it is certainly possible to create a retargeting campaign on your own, the time and effort involved may lead to more frustration than it’s worth.
You’ll need to devise your own strategy, design ad creative, write ad copy, set your targeting ad budget, track results and adjust all of the above until your ROI is positive.
For most healthcare providers, this is a nearly impossible task while simultaneously running a practice and meeting with patients.
Our team at Points Group can help you avoid the hassle by setting up a retargeting campaign for you. Get in touch with us today and we’ll explain your options and show you how retargeting can help grow your practice.