Healthcare Success Strategies Begin With Keywords

July 11, 2016

In marketing, there are two primary healthcare success strategies for bringing in new patients: organic search engine optimization (SEO) and paid advertising. (If you are still unsure of what SEO means, read this blog post.)

Though organic SEO is more cost-effective, it takes a much longer time for it to make an impact. If your practice wants to acquire new patients quickly, then you need a paid online advertising strategy. (Paid online advertising is setup through Google Adwords. If you are still unsure of what Google Adwords means, learn more.) While you ramp up your SEO efforts, you can pay for prime placement on Google and start seeing patients now.

Start with Keywords When Developing Your Healthcare Success Strategies

Both healthcare success strategies outlined above require very thorough research which typically begins with keywords.

Keywords serve as the foundation for your healthcare success strategies. It's very important to understand how keywords affect your online presence. In this article, we walk you through the process of selecting the right keywords for your practice.

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3 Steps to Choosing the Perfect Keywords

1. Map Your Keywords

There are hundreds of thousands of keywords to choose from! How do you know which keywords to choose?

Start by defining your ideal patient. What is he or she searching for? What are his or her pain points? How does your product and/or service solve their problem? Brainstorm how, why and what people are looking for when they search for your product and/or service.

After defining your ideal patient, begin to develop a visual map for terms related to what people search for when looking for your product or service. Once you’ve developed a basic map, narrow your list to keywords that are most likely going to result in a conversion. (To learn about the patient journey, read this blog article.)

Keyword map of NYC Specialties

Keyword Map Example

2. Research your keywords

Online users type in many variations of keywords and phrases to arrive at an answer they are looking for on Google. Popular keywords have a higher search volume than other, less searched keywords or phrases. If you’re in a competitive medical field like plastic surgery, your keywords may have a high search volume. Those highly trafficked keywords may also cost more because it’s so competitive.

Below are ideas for generating keywords and phrases for your medical practice:

  • Use autocomplete to see what Google thinks are related search terms
  • Use Google Adword’s keyword tool
  • Enter your keyword into Google, then choosing the ‘related search’ option

Keyword example:

Someone looking for a plastic surgeon, specializing in facelifts, may type in “best plastic surgeon for facelifts.”

Below is a breakdown for the keyword: “best plastic surgeon for facelifts." This type of keyword is...

  • Known as a long-tail keyword
  • A bottom of the funnel keyword, meaning the person is ready to convert
  • Would be a good keyword for paid campaigns, depending on the search volume
  • Potentially expensive if it's highly searched

The researching and mapping phase is critical to your healthcare success strategies. Each step builds on the previous step.

3. Define Your Keywords

Once you have chosen the keywords for your healthcare success strategies, you can begin building your campaigns. To start, we recommend setting up a paid advertising campaign.

Step 1: Set campaign parameters. Campaign parameters are rules that prompt when and to whom your ads will be shown. Parameters also include a location and language preference. These will ensure your ads appear in front of the right audience at the right time.

Additionally and most importantly, you can choose your keyword’s ‘match’ type. A match type is a way for Google Adwords to filter which keywords your ads appear.

Match types include:

  • Broad: This is Google’s default setting and will show your ads whenever someone searches anything that includes one of your keywords.
  • Phrase: This is more targeted and will show your ads when your entire keyword or phrase is entered.
  • Exact: This is the most targeted option and will only show ads when your exact keyword or phrase is entered.

For instance, if your keyword is “plastic surgeon,” then depending on your match type settings, your ads will appear when people type in the following phrases:

  • Broad: “does a surgeon use plastic tools”
  • Phrase: “plastic surgeon in NYC”
  • Exact: “plastic surgeon”

It’s important to use match types in your paid advertising campaigns so that you don’t burn all of your budget in 4 days. Check with your online campaign manager to make sure they are using the correct match types!

If you would like to learn more about paid advertising campaigns, contact us today!

To learn more about healthcare success strategies, download the free eBook below.

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